By Julian Clay
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Extra resources for Successful Selling Solutions: Test, Monitor and Constantly Improve Your Selling Skills
We will look at this area in more detail in Chapter 4 – Turning interest into commitment). Reducing the time spent in target accounts where you are unlikely to win any business will improve your level of effectiveness. Salespeople tend to be optimistic by nature. This is a positive trait, but it can lead to over-optimism. You can counter this by measuring your perception against reality and having accurate information to help you. This will increase your chances of making the most of your sales opportunities.
You should consider finding out a buyer’s attitude in all of the sales issue areas even if he/she has a definite requirement. Look at a target account in detail. You want to ensure that you look at the areas where you are strong as well as where you are weaker. If a buyer has a requirement, his/her interest can still be affected in some of the other areas, especially if there is little to choose between you and another supplier. By checking the buyer’s attitude to these six areas you increase your chances of covering the buying criteria well.
But it can easily be deleted and some buyers might see it as intrusive. 50 SUCCESSFUL SELLING SOLUTIONS CHAPTER TWO The answer is to experiment and look at your own market and your company’s products to define the best way to target new accounts. Although any written introduction will have limited value if you expect a buyer to contact you at this stage of the sales process! We will now go on to look at written introductions in more detail. Introduction and benefit The purpose of using an introductory letter can be two-fold: 1 It is a way of getting you and your company known to a target account.