Crack a Competitor’s Best Account
You’re trying to get a piece of a competitor ’s top account. What’s the best approach? First, understand that the buyer is probably concerned that a new vendor won’t understand his needs as well as his long-time vendor does. But you have a big advantage: Your competitor may be taking the relationship for granted. To win the buyer over:

• Ask about the relationship. Discover as much about the competition as the buyer will tell you. Examples: "How long have you been with this supplier?" "What do you like best about them?"
• Show the current situation’s drawbacks. Example: "You’ve been with them for so long. How do you know you’re getting the best deal?" Suggest trying other suppliers, if only to keep the primary vendor on its toes.
• Reassure the buyer that trying your company poses no risk. Example: "Give us 10 percent of your business, and let us show you what we can do. The worst that can happen is that you’ll shake up your primary vendor and get a better deal."

- Adapted from Guerrilla Teleselling, Jay Conrad Levinson, Mark S. A. Smith and Orvel Ray Wilson, John Wiley & Sons, www.wiley.com.

Running Scared?
Some salespeople are so aware of the competition that, rather than tending to their own strategy, they’re always looking over their shoulders. Warning: If your sales tactics are based on how rapidly the competition is catching up, you’re selling defensively.

Better: Take charge and put yourself firmly in the lead. Look ahead. How can you help your customers? Sometimes, even the smallest ideas can do a lot to advance your position - and put more distance between you and your competitors.

Suggestion: Treat even the most longstanding accounts as prospects who could dismiss you at any moment. Work as hard to retain their business as you do to bring in a fresh prospect.

You’ll remain mentally alert and stay focused on your best customers’ needs. And that will help you build relationships that last.

- Adapted from The Mentor, Jack Carew, Plume, www.penguinputnam.com.

Hot Closing Phrases
You’ve heard it a thousand times: "Don’t leave until you ask for the sale!" But for many salespeople, the hardest part of any sales call is making a smooth transition from the presentation to the close.

Here are some low-pressure phrases that can move the sale forward:

• "I need your approval to proceed."
• "To confirm delivery date, all you need to do is OK this tentative order."
• "When do you want to have this up and running?"
• "Tell me where we stand."
• "You won’t regret this decision."
• "When would you like to start seeing these benefits?"
• "If we’ve covered all the bases, will you authorize an order?"
• " Do you have any concerns that I haven’t addressed? If not ...."
• " Which papers should we look at: the lease or the order form?"

-- Adapted from Cracking New Accounts, Terry L. Booton, Probus Publishing, www.books.mcgraw-hill.com.