MICHAEL ASHMORE LLC
MEAFORD, ON

This chap is highly competent technically, and a great presenter to boot. However he has a tendency to drown the customer in information that he thinks is relevant to their business problem. In fact he will tell them a great deal of useful information, describing our products and services in a massively coherent, erudite and entertaining way – using stories to illustrate his point (I taught him that). He just forgets to check its relevant, and doesn’t always notice they have stopped listening – or in some cases, fallen asleep. This is telling, not selling. So here is some simple things that everyone who helps sales people sell should think about in customer meetings: Before the meeting, remind the sales person you need to be briefed. Even if they have not thought about the meeting, this allows you to help them help themselves. Before the meeting prepare some really insightful questions that will stimulate a conversation with the client. This helps to ensure you are not the only one talking. If you notice you are doing a lot of talking – and its not a stand-up presentation – start asking questions instead. Even meetings about concluding business should be interactive, not just you pitching your wares. Finally, check occasional that what you are saying is making sense to the client in their terms. Just because you understand what you are saying does not mean everyone else does. I will deal with this in another post soon.