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    Keys to Effective Sales

    Tips from a Successful Business Development Manager

    One of the most important aspects of being an effective sales person is to always keep the customer’s needs in mind. Your top priority is to help your customer achieve their goal(s). So, how do you do that? This SkillBite covers:

    • the preparation you need to do;
    • the steps to take during a sales call; and
    • the actions to take following a call.

    Your objective is to build rapport and trust with your customer and help them accomplish their mission. In particular, I will discuss each of the following key factors for being a successful salesperson:

    • Know your product
    • Know your customer
    • Be prepared - Practice
    • Provide excellent customer service
    • Leverage your partner community
    • Provide great follow-up care and feeding

    The tips contained in this SkillBite are helpful whether you are selling a product or a service, as well as for the job seeker who is considering a position in sales, or for the experienced Account Executive who may want a quick refresher to improve his sales. I’d love to hear from you on what words of wisdom impacted you most– feel free to reach out to me at betsy.silver@gmail.com.

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    1. Know your product

    The more knowledge you have about your company and the product you are selling, the better you will be in selling it. This knowledge consists of several components.

    • Who do you work for – you need to be able to clearly communicate what your company does in the time it takes for an elevator to get from the ground floor to the 30th floor – so maybe 30 seconds (also called an elevator pitch). For example, here is a sample elevator pitch: “ABC is a custom application development firm. We help our clients achieve their goals by first understanding their business needs and then mapping out a creative strategy to leverage technology to meet the business objectives.”
    • What are you selling – how would you describe what you sell to someone in Finance, or Marketing, or Operations, or Human Resources? You need to understand how your product might be beneficial to different kinds of people. You need to not only be able to present the features and benefits of your product, but consciously select the specific ones that are meaningful to the person you are meeting. Why is your product important to this person, and how will it help them? For example, an HR Manager may want to know how your product will help improve productivity of the staff, whereas a Finance Manager may want to know how your product can help reduce costs, and yet the Sales Manager may want to understand how your product can increase revenue. The more ways you can describe what you are selling, the more relevant you can make your presentation to any prospective customer.
    • Who purchased it previously and why did they buy – stories relaying examples of other customers who have done business with your company help prospective customers understand how others have benefitted from your product, especially if they are in the same industry, or have a similar challenge. For example, if I am going to meet with a membership association, prior to the meeting, I will review what associations my company has done work for in the past, what goals and challenges we addressed, and how the clients benefitted from their investment in our services. If possible, I will print out case studies of our past performance and bring those to the meeting in case the prospective customer is interested in having hard copies. This helps to establish credibility to the story.
  • About the Author

    Betsy Silver has 30 years of experience selling and managing sales people in the world of technology services. She is currently the Director of Business Development for the Public Sector at RDA, an application development firm headquartered in Maryland. Betsy has achieved Presidents Club status 8 of her 11 years at RDA, and has had several years where she exceeded $10,000,000 in revenue.

    Prior to RDA, Betsy was General Manager of the Washington office of ZLand, a website application hosting provider. Earlier in her career, Betsy opened the Washington office of PCLC, one of the first instructor led PC training firms, teaching people to use word processing, spreadsheet and database software during the 1980’s and 1990’s.

    Connect with Betsy:
    betsy.silver@gmail.com
    http://www.linkedin.com/pub/betsy-silver/6/b09/376
    (301) 706-2859

$4.95  buy now

6 Keys to Effective Sales

Written by a highly successful sales person with over 30 years of experience, this SkillBite provides tips to both the new sales person as well as the experienced Account Executive, to help them become more effective and achieve sales success. In particular, it covers:

  • How to prepare;
  • What to do during a sales call; and
  • Actions to take following a call.

It also discusses the key factors to build rapport and trust with your customer and help them accomplish their mission, including:

  • Know your product
  • Know your customer
  • Prepare & Practice
  • Deliver excellent customer service
  • Leverage your partner community
  • Provide great follow-up care and feeding

Betsy is the best of the best at developing new clients as well as working existing ones, both on relationship building and spreading out within an account. If you are new to sales take these lessons to heart. If you are an experienced veteran in sales, this is a great refresher to hone your “back to basics” skills.
- Tim Caskey
Sr. Account Executive, RDA

This sales guide was terrific! It contains so many practical tips in a quick read. I am requiring my sales team to read this guide.
- Bruce Weintraub
President & CEO, WeiTel

Betsy is a master in the discipline of sales. In this simple, yet practical Skillbite guide, she provides a methodical distillation of how to be successful in sales that only comes from the wisdom acquired through hard work, experience, and the actions successful sales professionals know and do to be at the top. This is a great guide for the “new guy” to get started and a great “gut check” for those of us who look to practice the key sales behaviors that bring the reputation for sophistication, respect, and reverence in the sales community.
- Betsy Padgett
Senior Business Development Manager, Convergence Technology

Whether you’re a seasoned sales pro looking for a good refresher, or a new sales person looking for your first million dollar year, Betsy Silver’s Quick Tips for Improving Sales Effectiveness is packed with content that will help you work smarter and sell more successfully. This SkillBite breaks the selling process into 6 basic skills with easy to understand instructions that will prepare you for success in sales.
- Mitch Weisburgh
Managing Partner, Academic Business Advisors, LLC

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