How do I move the sale along?

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How do I move the sale along?

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HandiRecordsAnn

posts: 11

Feb 15, 2008 9:12 AM ET Quote Report Abuse

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I have a new check-book sized medical information organizer called HandiRecords (www.handirecords.com) that I created. I`m offering it to organizations to private label and give away to their clients or residents. I ran an ad in an Alzheimer`s publication and offered businesses a free sample.

The first time the ad ran, when people called, I was so nervous, I just took their contact info and mailed them a sample. When I tried to follow up, I couldn`t get them to return my calls. So the next time the ad ran, I started asking more questions up front, trying to understand their business or organization and trying to build some rapport with them.

When I follow up after they receive the sample, how do I move the sale along? I don`t know what to say to get them or to ask them to get something going. And I`m not sure I`m even talking to a decision maker. How do I get to that person? I`ve read a ton of sales how-to books and I know I`m supposed to be asking about budgets and timelines and who makes the decision...but when do I do that in this scenario of giving out a free sample? And how do I do that graciously?

I have a follow- up call to make to a man who called who manages a system of 2,500 assisted living/independent living/memory care residences. He seemed very interested in our initial conversation, so I would LIKE to make that call a really good one. As you can tell, sales is NOT my strong suit!

Any help would be appreciated! Thank you!!

Ann Blanchard

Blanchard Enterprises

www.handirecords.com

DaleKing

posts: 1061

Feb 15, 2008 10:36 AM ET Quote Report Abuse

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Ann, I was in sales for many years, before starting my own marketing business. Here`s a simple 10-point sales plan for you to follow:

1. First of all, always make sure that you`re speaking with the person who can make the decision about purchasing your product. If you don`t know who that person is ASK. Once you have the decision maker, explain clearly and in detail what you came to discuss.

2. Get the customer to talk about his interest in your product.

3. Listen carefully to what the customer says and offer detailed benefits about what your product can do for the customer.

4. If there`s something that you`re not clear on, ask for more details.

5. Assume the sale and check for urgency. Come right out and ask the customer when he would be interested in purchasing your product.

6. If the customer seems hesitant, ask him what his concerns are.

7. Ask the customer what it would take to earn his business today.

8. Again, listen carefully to what the customer says and then say, "Okay, if I can alleviate your concerns about my product, can I earn your business today?"

9. If the customer says no, ask why.

10. Again, listen carefully to what the customer says. After he`s finished speaking, attempt to get your foot in the door by suggesting the customer try a small order initially. Then close the deal.

Also, if you haven`t read the book, "Socratic Selling: How to Ask the Questions That Get the Sale" by Kevin R. Daley, I highly recommend you do so.

Dale King

-------------------------

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taj71

posts: 10

Feb 18, 2008 5:59 PM ET Quote Report Abuse

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Great post by DKing!

Here is my thought and suggestion: People are taking an interest in your product because they see that it may potentialy solve a problem they have. The best approach to a sale like this is to ask them why they are interested in your product. Ask them why they called. This will bring their "problem" to the surface almost immediately. Like Dking said, listen to those answers very carefully. Once you know the problem, educate them on how your product can solve that problem. If you show them this and you get them to agree that your products features are beneficial, the closing is easy! Don`t forget to ask for their business!

wehavepromotionalideas

posts: 136

Feb 18, 2008 9:42 PM ET Quote Report Abuse

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Hi Ann,

What is your method of printing, (customization)? Are you able to print a logo?

Feel free to e-mail me.

Jack

HandiRecordsAnn

posts: 11

Feb 19, 2008 8:58 AM ET Quote Report Abuse

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Thanks for all of your comments. I guess my problem is that in giving out samples from my ad, I have no way to limit giving them to decision makers. So then I have to then try to determine who could actually make the buying decision and figure out how to get to them and whether THEY might be interested. That`s the tough part for me. I think I`m talking to a bunch of unqualified prospects. For example, the assistant to the President of a hospital called for a sample. So how do I get past her to the President?

My phone skills are usually pretty good (I`m a former Human Resources person, so I`m used to interviewing people on the phone), but in this case, I`m just not getting any where with gathering much information!

I`ll keep trying...thanks for your advice.

SidewalkNerd

posts: 14

Feb 19, 2008 1:32 PM ET Quote Report Abuse

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Hi Ann,

I recently started brainstorming about how I was going to market to Assisted Living Facilities, Nursing Homes etc and came across an association that represented those groups. It sounds like this is your target group. We`re going to a trade show in a week that will put us face to face with the administrators and managers for these types of businesses.

Also, one of the benefits of joining this organization is that they have quarterly meetings for members like me (Vendors for the Health Care Industry) to meet other vendors and network. That`s been helpful to me, because I`ve been able to talk with these `experts` and find out what the best way is to market to this group.

I realize these organizations can be costly, but I felt that the opportunity to be face to face with all of these decision makers was worth it. It may not make sense for your business, but I thought I would share the info. Two of the national groups are the AHCA (American Health Care Association) and the ALFA (Assisted Living Federation of America). You can check their sites to see if they have local chapters in your area.

Good luck!

HandiRecordsAnn

posts: 11

Feb 19, 2008 2:23 PM ET Quote Report Abuse

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Hi John,

Your reply is most interesting and I will definitely check out those two organizations. Thank you so much!

If you sell sidewalks that are safe for assisted living places, you need to hit up Sunrise Assisted Living. My folks live in one of their places here in the Chicagoland area (Arlington Heights) and a part of the sidwalk is banked for wheelchairs, but in the winter with snow and ice, it makes for some treacherous walking! I always expect to land on my head...

Thanks again, I appreciate the suggestion.

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