The second part of the training program addressess how to actually get the work: i.e., how to close. These skills are not quite as straightforward as the all the dilligent “to-dos” of superior marketing that we have itemized in previous columns. In fact, the challenges of face-to-face selling, of asking for the business and getting it, are likely a lot more daunting to associates.
 
As part of their training, associates should understand that, while there are indeed “naturals” who succeed without seeming to raise a sweat, the rules of this game can also be learned and effectively applied as well. Among the teachable precepts:
 

• - Identify the final decision maker.
• - Identify the pressures that buyers face.
• - Develop a broader understanding of prospective clients.
• - Start with a value proposition.
• - Give something away.
• - Underscore accountability.

 
In our next several columns, we will explore each.
 
THE ELECTION IS 30 DAYS AHEAD. MAKE SURE YOUR VOTE COUNTS!!

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