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Reverse engineering
Aftermarket Business, July, 2005 by Sativa Ross

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In order to meet higher sales goals, you'll also need to determine what the customer needs to do before they can buy from you.

This is what Stinnett tags "reverse engineering" the buying process. He explains that we tend to focus too much on the "selling process" instead of breaking down the buying process and helping to facilitate it. If a potential customer's buying process is set up so they can only make payments on certain terms or place orders a particular way, it doesn't matter how great your sales pitch is, these other areas must be aligned. "Help them work through those things" so that they can do business with you instead of your competitor, says Stinnett.

Salespeople should also research potential professional customers if at all possible before a formal meeting. Use the Internet to do searches, review their services and take note of any press releases or local activity they are involved in. You should find out their different business lines (i.e. import vs. domestic, full-service or specialty). Are they diversified? What areas of service are their strong suits? What are their weaknesses? What is their greatest opportunity for growth? Even if you can't find out all the answers, Stinnett says to ask them the questions when you meet so you can help them achieve greater success in the long run.

"Part of the value we bring as partners to our clients is the things we sell, but a lot of it is ideas and information," suggests Stinnett. It's not part of the formal selling process, he adds, but it changes their view of you. "You look like an advisor and a resource. Anything we can do to help our customer, whether it turns into a sale or not, is part of the relationship-building process."

 

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