Imagine that an enquiry comes to your company. How do your people respond to it? Most probably, they try to get the buyer on the phone as soon as possible, and try to sell to her right away.
And while this seems to be a good approach to convert the new buyer into a paying client, this is probably the worst thing your people can do.
You don't want to speed up the sales process, but you want to slow it down.
This is why the first step should be sending a Project Information Kit to the buyer. This kit informs and educate buyers and continues the sales process without investing human effort in the process.
Why is this important?
When buyers meet salespeople, their guards are up high to protect themselves from commonly used sales tricks. Buyers are agitated, sceptical and suspicious when interacting with salespeople.
But when buyers read your materials, they are more relaxed, open-minded and their guards are down. They are willing to consider suggestions that they would never accept from salespeople.
What's in the Project Information Kit?
These are some of the most important bits and bobs. Make buyers feel that they have to self-qualify if they want to meet one of your company's experts. And by then, those experts will be treated differently, and your company is regarded as an industrial authority, not just another vendor.