The ABC’s of a CNA

I received a really good question a couple weeks ago from a veteran Sales Manager. Below is her question and my response. I hope this will help any new AE’s reading this…or anyone who want to take their customer relationships (and sales) to the next level:

Gregg:

I have a brand new salesperson on board and wonder what you would suggest they start studying 1st. I’ve got 33 Years in this business and am a CRMC. However, I sometimes am guilty of thinking “well everybody knows that” and it’s just not true. Help me help him. THANKS!

My Reply:
I would say without question that new reps knowing how to deliver a comfortable, conversational needs analysis is the most important factor to early success or failure. You and I could talk to any prospect in any business category and ask all the pivotal questions (without a cheat sheet) that would give them the best chance for success…and our best shot at getting their business. Most newbie’s just don’t have this skill. Thus, the prospect will not have the confidence in them to buy what we’re trying to sell.

I wrote a two-part article for Radio Ink called, “Have a Conversation, Not an Interrogation…The ABC’s of a CNA.”

I hope reading it (over and over and over) will help your new rep. Rehearse them until you know they’ve got it down. Then…new clients will follow.

Here’s the link to the article:
http://www.salesimaging.com/articles/needsanalysis.html

Best of Business!
Gregg

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