Do This, Don't Do That

T he sounds of summer are behind us. Time to take off the tanning lotion and don the more professional mode of dress. While you're packing up the beach chairs and barbeques, take a moment to refresh your selling sense. The following are small reminders to stimulate new sales:

+ DO think about the "why" behind "what" you are selling.

+ DON'T sell it if you haven't found a good "why."

+ DO make your presentation as long as it needs to provide enough information.

+ DON'T let your presentation get boring.

+ DO use a prospect's knowledge of other products and services to form comparisons.

+ DON'T forget to show the contrast and how your solution is not only different but better.

+ DO use analogies to explain and simplify complex selling points.

+ DON'T forget your audience must be familiar with what you are talking about for your analogies to work.

+ DO use empathy to understand a prospect's objection.

+ DON'T ignore the fact that empathy requires understanding the merchant's situation, feelings and motives.

+ DO remember that empathetic or active listening requires you to maintain a receptive posture with direct eye contact.

+ DON'T forget to be patient by letting your prospect finish completing what they are saying before you start speaking.

+ DO keep your focus on what is being said during the presentation.

+ DON'T think about how you're going to respond while the prospect is still talking to you.

+ DO take a proactive approach to your established clients by contacting each customer monthly just to say hello.

+ DON'T forget that by being proactive instead of reactive, you'll hear about an issue before it becomes a problem.

+ DO remember you can't be all things to all merchants.

+ DON'T try to be.