Psychological Associates - Sales Newsletter, August 2008

Short, Practical Sales Tips from Psychological Associates

All the Elements Needed to Make the Sale?

Tom sells security systems for businesses. He got a call from John, the building supervisor at a military records center. While the building has its own exterior security system, John needs to install an interior security checkpoint to restrict half a floor of the building. He wants it accessible only to an authorized group of people who work there.

John is talking to a number of security company reps, including Tom. Here is part of the conversation that Tom and John have after they inspect the area to be restricted:

Tom:	Okay, I see your setup, John, and what you need to secure this area is a pass card system. Authorized personnel just swipe their card at a reader we install at this point. We do these all the time.
John:	What about using a security code and keypad instead?
Tom:	I wouldn’t go that way, John. We sell them, sure, but people forget their pass codes, they write them down in plain view at their desks . . . the cards will work much better, believe me.
John:	I’m not sure.
Tom:	Well, our research shows a pass card system works better. It’s simple, gives you maximum control. It’s no more expensive, but it’s more secure. (Pulls out sample card.) I have several readers in my car. I can get one and show you how it works.
John:	Thanks. I’m familiar with how they work. What if I take your video and brochure at this point? I need to think this over, and check with my boss. I’ll call by Tuesday.

At this point, Tom may wonder what he has to do to move John to the next level of the sale. Tom has shown confidence and knowledge of his products. He feels certain that John would be happy with the solution he is proposing. What is missing that an effective Q4 sales call would include?

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