PRDV217: Introduction to Sales

When you begin serving a new sales territory, one of the most practical things to consider is the customers you will work with. Who are they? Knowing this information will help you understand their needs and the best way to connect with and meet them.

What is an audience analysis? How can it inform the messages you use to connect with your customers and other elements of your sales approach? After you have defined your sales territory, you need to learn about your audience's wants and needs. Understanding what your audience deems essential is critical for building a relationship and creating a successful sales approach.

Your research will also help you develop effective persuasive presentations, which we will explore in Unit 4. However, you should conduct an audience analysis every time you prepare to meet a new prospective client, not simply when you are creating a formal presentation. Remember that your customers' needs may change over time, and you may need to make some adjustments.

Active listening is a vital skill for personal and professional relationships. Listen to your customers to identify what they need. Then think of how you and your business can meet those needs. Think about any business that has failed – it is probably because they neglected to listen to what their customers wanted, and a competitor was able to capitalize on this failure. Perhaps the needs of their clients changed after a couple of years. You should apply these techniques to any business and industry. In this section, we concentrate on how to develop your ability to listen well.

We have studied how to use what you learn about the customers to shape your approach. But how do you build a lasting relationship with your customers? Let's explore the role of relationships in the selling process.