Technicians rarely make the best sales people! Yet they are the most experienced and knowlegeable…and often have the most to contribute at the prospect interface, yet to try to make them, or expect them to be sales people serves neither parties best interest.
- Often they are very passionate about what they can do and what they know and how they can help the prospect that they forget to listen.
- Their knowledge is so extensive they rarely filter the information in such a way as to make it easy for the prospect to digest and understand.
- Their focus is on delivering information rather than extracting information.
- The feel uncomfortable asking for the business/order.
Credit where credit is due, these people work very, very hard during the sales presentation. They bring the best of their knowledge, wisdom and experience to the table…yet it is usually their willingness to share just that, which can often trip them up.
Does this mean that Technicians shouldn’t do sales pitches? certainly not…but it does mean that they may need to look at how they present…
- Have a preformatted set of questions to ask the prospect
- Be conscious of how much talking is being done by the prospect versus the technician, it should be an 80%/20% split in favour of the prospect…
- Find out very early on EXACTLY what the prospect needs, or thinks they need, help with and keep the conversation strictly to that subject
- Be conscious of how much the prospect can actually digest
- Avoid jargon
- Check understanding on a regular basis
- Beware of too much detail…the prospect may simply want you to solve the problem they have, they don’t always care to know how you will do it
- Don’t leave the prospect with options about how they might move forward, talk through the pro’s and cons of each option, agree a way forward before leaving
- The worse line that can be used is ‘just use my expertise as you see fit’…or words to that effect
So, whilst Technicians may often be committed passionate, knowledgeable, highly skilled and invaluable to solve that piece of the puzzle that no-one else can, some quick rethinks about communication style can make a huge difference in how they perform in a client facing environment.
Carol Griffiths – Lead Consultant and Director
Morton Kyle Limited
0779 002 1885