What’s your number one priority for a sales meeting? You always need to demonstrate your expertise, build trust, and figure out what your client really needs. In spite of these imperatives, your top priority in any meeting should be to reduce uncertainty for the client.
No matter where you are in the sales cycle, your client has questions (usually lots of them). In introductory meetings, the client’s uncertainty and questions may focus on your capabilities or personal chemistry. Later on, the client’s uncertainty may be more about your proposed solution, your fee, or how you’ll manage the project.
Your challenge is to uncover and address those areas of uncertainty, while recognizing that these concerns shift as the sales process unfolds. Fail to overcome this challenge, and you will surely lose the sale.
Like other sales challenges, there’s no silver bullet for this one. Your ability to observe, sense how people are reacting to you and your team, and understand how your service impacts the client will help you generate an effective strategy.
That strategy will be situational. Sometimes, you’ll focus on demonstrating your expertise; other times you may highlight the benefits of your solution. The trick is to know what aspect of your offer to emphasize and when to do it.
Do you know what your clients are uncertain about?
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