You never get a second chance to leave a first impression. Specifying the needs requires good questioning and listening skills.
The prospect doesn't care about what you know, until he knows you understand his need.
The first objective is to find out what the needs are, what the personal wins are for the people involved, what it will mean for the company to buy this procuct etc. Other things to be researching are the decision making criteria, process, and other things we will cover in the Qualification Process.
Convince the prospect that the company is the most experienced at this type of product or service. Many buyers will chose products primarily on the advantages of dealing with the best company. A popular saying in the early 1990's was, "Nobody ever was fired for buying IBM"
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