Assignment selling is the process of intentionally using information that:
- Your company has created via copy, video, or audio
- Is educational about your products and / or services
- Has a purpose to resolve the prospect’s major concerns and questions so s/he is dramatically more prepared for a sales appointment (or multiple sales appointments) They Ask, You Answer book
What are the benefits?
Giving your prospect specific homework and requiring them to review the content before you meet in a sales consultation offers you and the prospect several perks.
- Answers the initial questions most of your prospects have so you both don’t waste time sharing basic information in the first meeting. The meeting will be more effective for both of you.
- Allows the prospect to discover on his own if he is a bad fit for you.
- Offers an opportunity for the prospect to express his level of interest.
What if they refuse the assignment?
That’s okay. Their lack of action gives you an indication they aren’t qualified. You’ve screened them early. You don’t set up a sales consultation with them then, so you won’t be wasting time preparing for a meeting that has a low chance of progress.
They’re unwilling to be informed about your products and services, which almost always means they are basing their decision on what to buy solely on price. And buyers who weigh all the variables – and not just price – are the customers you want.
The right buyers are looking for you
Serious buyers are seeking companies who are problem solvers. They expect the sales professional to show value before they meet with a salesperson. Now that takes time, and it’s another reason to avoid losing time on buyers who are not a fit for you.
According to a study that included 488 buyers representing $4.2 billion in purchases in the U.S., the leading salespeople who excelled at prospecting were the ones who provided content clearly customized to the prospect’s needs and shared best practices. (RAIN Group, a global sales training company)
Marcus learned a valuable lesson
Marcus has tested the concept throughout his career. As young pool sales representative, when a lead would not do the homework (review the content), yet still wanted to meet with him to get a quote, Marcus complied. He rationalized the person was busy. (And this was after having a pre-qualification conversation over the phone.)
Marcus tracked the sales appointments over a six-month period. Guess how many prospects who failed to do their homework turned into customers? Less than 5%.
If you want a shorter sales cycle, more qualified leads, and sales reps to be more productive, consider assignment selling as a way to pre-qualify your leads.
PS: Click here for some excellent examples on applying assignment selling during the sales process. (IMPACT, an inbound marketing agency)
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