The first step in our Sales Process needs to be Prepare & Research. If we have prepared our questioning and researched our client, we can focus our attention on our clients and actually listen to what they are telling us and deeply understand them.
A Procurement Officer at a large company told me recently, "Before a vendor appraoches me with their brochure or pitch, I want to know what they know about my company."
We spend time knowing our product features and benefits, designing our collateral, and practicing our 30 or 60 second commercial, but do we spend enough time researching our prospect or our client? Do we spend enough time training ourselves on how to really listen?
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