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John Hirth's Articles in Web Hosting

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  • Start High... Stay High
    Most successful sales people have learned the value of starting high when prospecting a new account. They understand the importance of "moving up the food chain" and work hard at not only making contact but using that contact to get in to see top level decision makers.

    I've been amazed, however, at how often they make the effort to reach top level people and then easily allow themselves to be passed down, back into the quagmire of low level contacts that they have worked ...
  • Could You Send Me Some Literature??...
    ...I love this one! The worst part is many sales people actually send it, when often it's nothing more than a polite blow off. I'll give some perspective on this request that will help you get more control of what you spend your time on and help you identify who you should really send literature to.

    First, let's define what literature really is and then determine the best way to use it. Literature is a marketing tool, not a selling tool! Let me repeat, literature is a mark...
  • Create A "Non Selling Posture..."
    People love to buy, they hate being sold. You've heard that before and know it's true, yet many salespeople still go in with the objective to "sell" the prospect. We often start by asking questions but when we see that first opening (need)...bam, we're sellin'! Often, unintentionally, the "feature benefit machine gun" comes out and were blasting the prospect with our "best stuff." They feel pressure and ironically so do we!

    One of the great challenges that face all of us i...
  • "stop Educating Your Prospect!"
    Companies spend thousands of dollars every year building product knowledge "Universities". They send their sales people to these product schools to learn the features and benefits of their products. They have them go through the process of becoming "product" experts, with the hope that the expertise they gain will propel them to sales success.

    Unwittingly, they promote and fund a process that ends up creating "non supportive beliefs" in the minds of their sales people that...
  • "...what Makes You Better?"
    Sales people are frequently confronted by this question on sales calls, along with some others like "why should I buy from you/your company?" or "what makes you different?". In fact, as identified in my last post, they have probably spent a lot of time at "Product Knowledge U" learning exactly how to answer these questions. In reality, answering questions like these usually end up putting you on the defensive and will not give you the advantage you are hoping for.

    Think ab...
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