Sample Opportunity (CONT’D FROM PAGE 68)
trying to understand how serious this prospect is about considering you as a supplier? This means, getting pre-commitment from the prospect so that if they approve of the sample you create and if your pricing is acceptable, they will actually give you the order. While this seems elementary, only the most profes- sional sales people consistently practice this disciplined approach. A lot of sales people are uncomfortable asking for pre-commitment. Those who do use this method, howev- er, are often much more successful in translating opportu- nities into purchase orders. As an example of how to ask for pre-commitment: “If we are able to make a sample that meets your ap- proval and is priced attractively to you, will you be able to give us an order for this box?” Pay close attention to what the prospect says in re- sponse. Also, pay attention to eye contact and body lan- guage. If they do not look you in the eye and comfortably respond in the affirmative, there could be something wrong and you should proceed very carefully. If you don’t get a very clear and positive response, ex- plore further. • What might hold you back from giving us this piece of business? • “I’m sure you realize that creating this sample is costly to us and we have to invest in this sort of opportunity
time upfront rather than after you have passed the date they expect the sample to be ready. What does the prospect hope to gain from considering a new supplier? Basically, why are they asking you to get involved? • What are the values that are most important to them? • Ask them to put the following into an order of impor- tance to them: price, sustainability, structural integrity, lead times, or other. • Will they be making their decision solely on the basis of box price? If so, and if they are already ordering this box from someone else, ask them what they are cur- rently paying or at least to give you a target price. They may be reluctant to give you a number. Even if they do give you a number, it may not be a real number. Sim- ply pay attention to what they say and how they say it. They may communicate something that will help you to determine if they are serious. • And finally, find out who else in their company needs to approve of the sample before you can get the order? If the person you are speaking to is not the only decision maker, it would be helpful to get in front of the other de- cision makers to find out what their values are before you commit to making a sample. Once you have a sense of why they are asking you to make the sample, it is time to move into the next phase by
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www.go2stafford.com 800-282-5787 IS THE MANUFACTURER OF STAFFORD ANVIL COVERS ®
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April 8, 2024
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