Chapter 2
Having Something Relevant to Say
IN THIS CHAPTER
Knowing your subject and being an expert
Considering things from your prospect’s point of view
Developing your own style and tone of voice
Taking care of nonverbal communication
So you’ve got an opportunity to speak to your prospect about the solution that you need to convince him is the perfect fit. You may meet face to face, or more likely, at the beginning of a sale you may just talk on the phone — the setting doesn’t really matter. At every point in the sales cycle, you need to be ready to take advantage of opportunities to present your solution. When they arise, you need to be armed with something relevant to say. You don’t want to waste time or risk being perceived as a time waster by talking about irrelevances.
Business cultures differ around the world, and of course you need to be sensitive to customs so you don’t offend anyone, but when the time is right to discuss business, get right on with it — don’t beat around the bush. Time is a rare commodity, and to get some of your prospect’s time is a privilege that you ...
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