| Your sales process is a constantly changing method | | | | will be able to find the perfect home. Translate this to |
| of reaching your potential client in the best way | | | | whatever product or service you sell. |
| possible. You also think about that potential client's | | | | Third, 'A' means "alter". This refers to the things the |
| needs when you approach them. When considering a | | | | customer may want to change. When you're |
| potential client's needs, here's a great way to sharpen | | | | researching the company that is a potential customer, |
| your sales presentation by thinking about client NEADS. | | | | find out what they don't like about their current |
| Let's look at what this means and how you can apply | | | | products, services, or situations. Discover what they |
| it to your sales process. | | | | would do differently if they could go back in time. Or |
| First, 'N' stands for "now". The question to ask is, "what | | | | find out what features of the product are their |
| does the customer have now"? You can find an | | | | favorites - and what features are "not so great". You |
| answer to this question in a couple of ways. Before | | | | don't necessarily have to approach this with the |
| you meet with the potential customer, do your | | | | attitude of finding out what's wrong, but you can |
| research. If you're working with a business, get on the | | | | approach it with the question of "what's right"? The |
| Internet and find out as much about them as possible. | | | | answers may tell you all about the things the company |
| What are the company's current goals, vision, and | | | | wants to alter. When it comes to individuals, they may |
| economic conditions? Are they currently using a | | | | simply tell you what they don't like about the current |
| competitor's product or service? Are they changing | | | | situation. If not, target your questions in the same way. |
| processes and therefore need you to come in with a | | | | What do they really like about their current situation? |
| solution? If you can't determine this information from | | | | Are there things they might want to change with a |
| doing your own research, consider setting up a | | | | new product or service? Just remember to pose your |
| "pre-meeting" with one of the decision makers or the | | | | questions positively and you'll quickly discover the |
| person you spoke with first. Doing this will not only give | | | | information you need. |
| you the information you need, it will also show the | | | | 'D' stands for decision, as in, who makes the buying |
| potential client that you really care about their situation. | | | | decision? With individuals this answer may be apparent |
| If you work with individuals, simply incorporate these | | | | from the start, but then again it may not. If the answer |
| kinds of questions into your initial contact process. | | | | is not clear, simply ask how the potential customer is |
| Even with an individual, your questions will be | | | | going to make a decision. It may be a group decision, a |
| interpreted as concern, which they are. | | | | family decision, or an independent decision. The same |
| Next, 'E' refers to enjoyment, as in what does the | | | | goes for companies or organizations. The person who |
| customer enjoy? Think about how this can apply to | | | | made the initial contact with you may be the decision |
| both companies and individuals. For companies, your | | | | maker, or he or she may be part of a panel that |
| background research may tell you what kinds of | | | | makes decisions. But there is a chance that this person |
| products and services they "enjoy". For example, if | | | | is not going to be involved in the decision-making at all. |
| you're presenting to a cutting edge, new company, you | | | | If not, find out how decisions are made and think about |
| might find they enjoy technical "stuff" or that they are | | | | how you'll target your presentation to that person or |
| looking for ways to be environmentally conscious. | | | | group. |
| Along with that, the group you're presenting to is | | | | Finally, 'S' simply means your solution. Whether you're |
| another place to look for "enjoyment". Do you present | | | | dealing with an individual or an organization, you'll be |
| to technology people or other sales people? Think | | | | able to take everything you've learned from analyzing |
| about what constitutes enjoyment for those groups | | | | NEADS and create the perfect solution for the |
| and target your presentation appropriately. Consider | | | | potential customer. You'll take their current situation, |
| how this tactic can work for individuals. For example, a | | | | their likes and dislikes, their desired changes, and their |
| real estate agent will want to ask a potential buyer | | | | decision making process and create a |
| what he or she enjoys about the current home, the | | | | solutions-oriented presentation that makes a sale. |
| current neighborhood, or the current city. By | | | | Remember, customer needs are now customer |
| discovering these things about a customer, the agent | | | | NEADS. |