Point Of View

Point Of View

Written By Jeffrey Gitomer

KING OF SALES, The author of seventeen best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His live coaching program, Sales Mastery, is available at gitomer.me.

Take a Closer Look.

A Point of View from the Prospect’s Perspective!

These 10.5 rules are at the core of your ability to understand and deal with the prospect. They are short, sweet, and powerful:

  1. Make up (and rehearse) questions that make you different and help you gain important information.
  2. Plan the conversation to include issues that concern the prospect’s business.
  3. Do pre-call research about the prospect’s industry.
  4. Do pre-call research about the prospect’s business.
  5. Do pre-call research about the prospect as a person.
  6. Do pre-call research about the prospect’s competition.
  7. Subscribe to and read the prospect’s trade publication.
  8. Insist on a plant or office tour. Ask questions about trouble areas, strengths, competitive advantages, and goals.
  9. Know how to solve problems. Prospects are not interested in a bunch of boring facts about how great you are. Sell based on similar situations that the prospect can relate to.
  10. Gather (earn) testimonials from similar industries or working conditions. Take them with you as final proof.

10.5 Relax and have fun. Get away from a pitch and into a real conversation.

Self-Practice Perspective Workshop.

Ask yourself: How would I feel if I were listening?
Ask yourself: How would I feel if I were offered this deal?
Ask your prospect to write a wish list about your product or service-things he wishes he had regarding your offer.
Ask your prospect about her last major purchase.

  • How did she decide?
  • What was missing?
  • What went wrong?
  • What was the best part?
  • Would she do it again?
  • What made her decide?

Ask your prospect for a list of questions or concerns in advance.