My previous article on basic ISP selling tips received plentiful praise. Always interested in reader feedback, I decided to share a few more marketing tips, hoping that these additional items will be equally well received.

by Brock Henderson Brock Henderson & Associates [August 19, 2002]

When a potential customer says "No" it doesn't mean "No." When a sales prospect says "No" they are really saying "You haven't shown me why I should buy from you. You haven't convinced me." They don't mean they aren't interested, they mean your presentation isn't hitting on their hot button of needs properly. Do your homework before you walk through their door. You must know their business and their industry. Anticipate objections and possible problem areas—then cover them in your ISP presentation.

Customers buy for their reasons. Their reasons may be your superior product, or the monty your product will save them, or they think their purchase will impress someone, or (as does happen in the ISP world) they dislike your competitor so much that they are buying from you, regardless of terms, quality, price, or anything else.

Price is always an excuse, never a reason. Let's face it, if you or anyone else really want something you find the money to get it—even if it means sacrifices in other areas. I don't care how expensive it might be—if you want something bad enough you'll find a way to afford it. We're all like that. So when a customer says you're too expensive it means you haven't justified your price to their satisfaction. Focus on the benefits—people stay with their ISP because of a benefit, not because of a feature.

Objections are good. Virtually all sales people understand that objections are good because they help identify the prospect's concerns. It's important to know what your customer wants, but it's equally important to understand what your customer does not want.

Getting the ISP prospect to reveal their objections can sometimes be difficult because there are times when the prospect doesn't want you to know what their real objection is. They may be embarrassed, or perhaps there is something about you or your presentation that they simply don't like and therefore don't want to cooperate with you. Your job as a sales person is to keep asking questions and find out what they are specifically having problems with.

Ask specific questions to get specific answers, asking broad general questions will get you broad answers. While a broad answer may help you to see where to go, only the specific question will get the answer you need. "Do you like our ISP" will get you "It's nice" which simply doesn't tell you anything. "What do you like about our ISP" will get you more specific points on which to capitalize and focus on. "What do you not like about our ISP" will get you specific issues that concern the customer. Once you know your customer's objections you can address each objection.

Get to the point. Many sales books and sales trainers tell salespeople to "break the ice" by noticing any awards, pictures, or other items that could help to develop a bond between the client and yourself. Hogwash.

Think back to the last time you dealt with a salesperson in your office trying to sell you something—were you impressed that they noticed your awards and commented on them, or did you want them to get to the point of why they were there? Save the complements and socializing to the end—after you've got the sale and are headed for the door. Don't waste your valuable sales time with small talk, get to the point and make your sale—that's why you're there.

Follow up repeatedly. Too often in ISP sales, we tend to forget the customer once the initial sale has been made. The equipment has been installed, we've got their setup fee check, and that's it.

But ISP customers are subscribers. They make a payment each month. If you want to keep the customer, you must build an ongoing relationship of respect and trust—it simply is not enough to provide you customer with the service, you must demonstrate that you respect them and their business. Following up is the foundation for building more sales and obtaining possible referrals.

Shortly after you've your new ISP subscriber up and running be sure to contact them and confirm that everything is operating as they want. Periodically (every six months for example) send them a note or give them a call to confirm that they are still happy with what you are providing.

If you don't keep in contact it is entirely possible that one of your competitors will steal them away—after all, isn't that how you got them in the first place? Wasn't it because their provider at the time wasn't meeting their needs, and you were able to step in and take care of them?

ISP selling skills—like good business skills in general—are based on a respect for the customer, their money, and their business. Keep these basic points in mind as you venture into the realm of ISP sales.

—End