Sales Talk

A Failure to Communicate

It has taken you two weeks to secure a sales appointment with the managing partner at a company where you feel confident you can sign a six-figure contract. Throughout the process you have kept your boss, the national accounts manager, apprised. She decides to come along. You have worked in the industry 10 years, selling products to these kinds of accounts daily for five years. You know the hot buttons and you definitely know how to make a presentation to this high potential client, including features and benefits. You have done your warm up, practiced the presentation and prepared for the person you must persuade.

Although the boss has a general idea of the marketplace, she has no specific knowledge of this customer. She launches a non-specific discussion about industry problems that misses the point and dilutes your credibility. She demonstrates a severe lack of knowledge about the client’s company and its needs. The client’s body language shows she is insulted by your team’s lack of preparation and too busy to listen to more from someone who cannot improve her bottom line or save her time. While you are still in her office, she turns up ...