RAB Insights

RAB Research Archive

Customize your solutions

Sell to meet a need: theirs, not yours.

If you are selling to a dealer group, retailer, or consumer goods manufacturer, don't spend all your time developing packages and promotional calendars before you make the calls. If you do, you are back to the same techniques you use in transactional business, making 10 calls or more to make one sale.

Instead, make the appointment and find out the integrated needs of your prospect and meet with them again with a customized solution that will make their business better. Your closing ratio will be far greater.

Source: Brandeis C. Hall, RAB