In previous editions of The Radzik Report, we have covered: part one—determining a need, part two—providing a partial solution, and part three—proving why the target should use you and your firm. In this newsletter we will deal with creating a reason for urgency.

Most of the businesses that sellers of services or products will be dealing with are not start-up enterprises. These are mature businesses that have been around for some time and already have vendors they have been using for a number of years. However, chances are that the target is not thrilled with the current level of service being received, otherwise they would not be talking to you at all. But be aware that the greatest proclivity is for the target to return to their existing vendor and somehow try to get what they have not received in the past.

This means that if you fail to properly identify a need, if you fail to identify a solution, or if you fail to prove why they should use you, the prospect will probably go right back to their former vendor. The very same probability exists even after you have successfully waded through the first three steps.

So what do you need to do? You need to create a reason for urgency. As you are talking about the problem, think about the cost to the target of not dealing with the problem in a speedy manner. For example: “Mr. Gold, if you do not solve this problem quickly, your company will lose the equivalent of $7,000 a week—that’s roughly $30,000 a month.” Or try, “The longer you choose not to deal with this problem, the greater the chance that your competition will grab this opportunity,” or “You know the government is taking a big interest in this area and they are leveling multimillion-dollar fines; you don’t want to let this problem go on for too long.”

As a general rule, the more time that passes after you have made your presentation, during which you don’t hear from the prospect, the greater the chance that you didn’t make the sale. What might have gone wrong? You may have lost the sale to a competitor, or the prospect may simply have been busy and just drifted back to their existing vendor. So create a compelling reason for urgency that will cause the prospect to make a decision quickly.

In your follow-up letter, you should reiterate the client’s need, the solution you are posing, the reason why the client should use you and, of course, the reason for urgency.

If you do a good job taking the prospect through the psychological steps of selling, the prospect will begin to ask about the price and when you can deliver—both signs of closing the sale.

These four principles apply to every sales interaction or sales initiative, including your Web site, your sales material—everything! Do yourself a favor—read and reread the last three newsletters. It is the closest you will ever get to a bible on the science of selling.
 

Chapters include: · Partner Management · Partner Trust · Partner Expectations · Partner Barter · Partner Compatibility · Partner Commitment · Partner Communication · Partner Character · And more...

Other new CD titles are listed below.

• Quick Advice on Sales Improvement
• Why Cross Selling Doesn't Occur More
  & Marketing Your Firm to Laterals
• Firm Acceptability Rating
• Company Acceptability rating
• Quick Advice on Better Business Management
• Quick Advice on How to Act Before During and After the Argument
  

CD's are be available for $25.
Please Contact SIC for information.