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For instance, suppose I am talking to someone who is eager to get more training from my company after having had a good initial program. ” Now the first time I heard this, I could perhaps be excused for not having any intelligent response or story to share about it. But having been in this business for twenty-five years, I take some pride in being able to say, whenever I hear this response, that we have done a lot of work with customers who faced exactly this situation. And what we have done in the past, in order to address the problem, is simply schedule the date, allocate our own training time, get the company’s people trained in the new processes they need, and bill against the next quarter.

It is with this issue that we come face-to-face with the most important part of the selling process—namely, the information-gathering step. Take a look at this graphic: You will notice that the information-gathering piece is significantly larger than the presentation or closing in our ideal sales model. This is because I strongly recommend that approximately 75 percent of the salesperson’s time and effort be invested in information gathering and presentation preparation. In other words, three-quarters of the work has to come before we make any formal recommendation.

Get as much buy-in as you can on those other two items, and emphasize the points that are most in line with what this person is already doing. Rather than hammering on whether or not you can get a special deal on the payment terms, step back and find a way to focus on your common interests: the benefits that the person will receive from your offer and the timetable that makes the most sense for him or her to receive those benefits. Far too many salespeople lose the opportunity to add revenue to their sale by focusing on the “letter of the law” with regard to one of these three key points.

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