What is focus?
Webster’s Dictionary defines focus as a central point of attraction, attention or activity. Successful salespeople understand that they are most effective when they can keep their clients focused on the business at hand while simultaneously keeping distractions to a minimum. Technology and its diverse stimuli have made it even more difficult for people to focus, which has negatively impacted the selling process. If you want to increase sales, you need to master a few skills that will cause customers to drop other thoughts and concentrate on you. Try these steps to help keep both you and your customer focused on a sale:

1. Concentrate your efforts
At last count, there are over 3000 suppliers in the promotional products industry and it’s impossible for you to know them all. The best use of your time is to concentrate on learning about a few diverse suppliers whose products you can show on a regular basis. That way you become proficient enough to handle most clients’ questions and appear knowledgeable.

Action Step:
Attend trade shows that allow you sufficient time to really talk to suppliers. Ask them what makes them different from their competitors and the best markets for their products.

2. Read the ‘signs’
The ability to qualify prospects accurately is essential if you are to maximize selling time and make sure you only spend time with serious buyers. When potential prospects send up red flags about their true level of interest, you must be able to read the signs correctly. An indication that a prospect has not focused on you might be found in a response like, “I have a lot on my plate right now.” This is an excellent stalling tactic, and should tell you that you are not receiving focused attention from this individual.

Action Step:
When someone lays the ‘busy beaver’ complex on you, kindly tell them that you understand their dilemma and to let you know if you can ever help them. Then move on to a better prospect.

3. Focus on the products
Many people who place orders need help with the decision making process.  The help they usually need is for you to assist them in focusing on what they need to buy.  The best way to do this is by limiting the number of products you show them. If you offer them fewer choices, they will be able to make faster decisions. In this instance, less is more when it comes to helping some people focus on the business at hand.

Action Step:
When a client requests several samples after looking at products in catalogs, order only two or three actual samples. Tell him that you want to make sure you’re going in the right direction before you order more.

4. Control the search
Don’t make the mistake of sending prospects away to websites to search for products.  Not only might they get confused, but also they may select something from a supplier you would prefer not to work with or they may pick products that only allow slim profit margins. The better idea is to keep prospects focused by selecting what they look at in order to cut out unnecessary confusion.

Action Step:
When you do business with people on the Internet, send them only a few product images at a time. Once you’ve determined that they are a serious buyer, you can send them more detailed information.

5. Motivate them to order
After someone expresses an interest in placing an order with you, move him or her along as quickly as you can in the purchase process. Occasionally, situations will arise that delay closing the sale, such a customer needing to drop ship the order to several locations. Details such as these can slow down transactions. The easiest way to keep unforeseen situation to a minimum is to ask as many upfront questions as possible during the selling process and keep a mental checklist. It will help you stay focused so that you’ll remember to ask pertinent questions.

Action Step:
Before calling on a new prospect, visit his company’s website to gather important information such as the number of locations they have, the names of the company principal, lines of business, etc. By having this information in hand you will be better prepared when you meet with him.

6. Get the customer to focus on the use of the product
Sometimes the hardest part of a sale comes after it’s been made.  To create more business for yourself, encourage customers to use, rather than conserve, the items you have sold them. In some instances you must help those who you sell exhaust what they purchase. The sooner the product is gone, the sooner your customer will need to re-order that item or a new one to replenish his supply. More re-orders mean greater profits for you.

Action Tip:
Ask customers if they need help distributing their products. If the items are to be given away at any event, offer to help pass them out. An extra pair of hands is usually appreciated because it frees up staff to do other tasks at the event. Plus, your offer to help out strengthens your bond with them. The majority of salespeople who succeed do so for one reason—they are able to get the people they call on to focus on them. They avoid the vicious circle of unfilled expectations, frustration, and dead end promises. You, too, can maximize your potential by helping all parties involved in a sale stay focused. You’ll make more money and enjoy the ride much more in the process.