Going back through the information with the sales prospect to ensures that you have captured their feedback correctly and gained their agreement with what you have created. Learn how to recap a sales call.
- Over the years, I've had the opportunity to review the needs analysis, or question documents from a great number of sales organizations. Rarely, if ever, have I seen a document that does more than just cover technical and tactical questions. Technical questions certainly have a place, but what we have taught over this course will help you differentiate yourself from the competition. What you've done with this line of questioning utilizes the four I's. And what this does is it disrupts the prospect status quo. You've given them something to think about.
And even if it wasn't a new thought for them, you've quantified it in such way that they're almost forced to take action. Think about it this way: if your questions could be answered by a computer, are you asking the right questions? If you can Google half the answers to the questions of your needs analysis document, are you really gonna be in a position to create value to their organization? Insights in the four I's changes the dynamic and makes you the salesperson, a value add to the prospect's organization.
There's one last step to this approach, and that's the recap. This serves to reemphasize the points that you've covered, and it makes sure that they're in agreement with the points. So why do you do this? At some point, you're going to come to the inevitable discussion of cost, or price. By reviewing the topics that you've uncovered in this step of the process, you provide contrast between action, or buying your product and service, and their status quo, which is doing nothing different. You sum up all the points that they themselves have agreed to, and you end up in a place where they realize that they must act for the betterment of their organization.
So how do we do this? Well this one is pretty simple, and likely something that we've done in the past at some level. You simply go back through the points of insight that you provided earlier. You show how their personal experience compare with those. You review the impact which is usually in dollars and cents, that they have helped you create, by the way. And then you talk about the effect of them doing nothing different, or non-action. You can simply conclude with did I capture the essence of this conversation correctly? Or any kind of similar statement.
If they don't agree with a certain point, that's okay. In fact, this is often a very good thing. They can provide you with what they believe to be more accurate information at that point, which will often help you avoid a lengthy objection handling stage in your sales process. When done properly, this recap stage has the effect of all but eliminating objections later on. Now if there are objections, this information you've gathered gives you an easy foundation for answering those objections because the prospect has agreed to the points that you've discussed.