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Great statement on the value of Pre-Sales in the selling process...
The PreSales professional has been affectionately called “Doctor
Demo” or “Demo Monkey”. The PreSales job title varies from
company to company. From Sales Engineer to Solution Consultant... no
matter what a PreSalesRep is called, they should consistently bring
CLASS to the sales process.
In this case, CLASS is more than an elegance of style, taste, and
manner. CLASS is an acronym that stands for qualities and
characteristics found in top PreSales professionals. The CLASS
acronymn has been developed over several years of serving as a
PreSales representative in addition to building several PreSales
organizations. It is a simple way of describing the essence of a
quality PreSales team member wherein each letter in the word CLASS
stands for a desirable characteristic:
C - The “C” stands for Credibility. No doubt the PreSalesRep
(PSR) represents their company’s products and/or services with
greater depth and breadth than any other person on the sales team.
Credibility is established with the prospect through the knowledge of
products and solution opportunities offered by the PSR. The
credibility the PSR builds allows them to have a relationship with the
functional and technical interest parties of the potential customer.
When a PSR establishes their credibility, additional benefits
result... such as Confidence with Commitment to do what it takes to
make the sale.
L - The “L” stands for Listener. A PSR may seem credible with
lots of product and/or technical knowledge... but if he or she does
not listen to the customer, the sale is less likely to be successful.
A good PSR listens to the desires of the prospect and does an
effective job of relating that information to the rest of the sales
team. Listening is also crucial in the relationship between the Lead
Sales Rep and the PSR, in order that the team functions
A - The “A” represents Accountability. Being accountable to
both the sales team and prospect means doing what it takes to get
answers when an important question arises about product functionality,
technical capabilities, or service commitments. An effective PSR must
be willing to diligently research the answers to questions. Providing
well-researched, accurate answers trumps a spur-of-the-moment educated
guess every time. It takes a team Attitude to win business; the PSR
who proves his or her accountability to the team is truly an
S - The “S” indicates Style. Style is that intangible presence
the Sales Rep brings to the table. When the PSR has been brought in
to support the sale, the PSR and the Sales Rep must work in tandem to
represent the company and solutions for prospects. Style involves
methodology—the manner in which information is relayed to the
prospect. It includes identifying the level of simplicity or detail
necessary to communicate that information. A PSR’s style should
always convey Support and Sincerity and compliment the sales team.
S - The last “S” in CLASS stands for Selling. Never forget
that the object is to eventually make the sale! An effective PSR
should be intentional about focusing on the selling process. A
prospect does not need all the answers to all the questions at once. A
productive PSR participates in the sale rather than trying to control
it. Keep this in mind with the previous qualities and you’ll end up
being a strong selling influence with credibility, listening skills,
accountability, and style.
In summary, the top notch PreSalesRep brings CLASS to the selling
process and is a valuable asset to the sales team, the prospective
customer, and the company he/she represents.
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