STRATEGIC SELLING # FIRST WORK HARD FOR THE CUSTOMER'S INTEREST

 The market is flooded with an array of  slogans to brand Sales Training.  Some call it “hi powered” selling; some call it “results selling” All have one thing in common…they  seem to think SELLING  is a bag of tricks you play on the prospect. Nothing can be more self-deceptive - the prospect has a mind of his own and in today’ digital age the purchase agent is better informed than most sales people. 

Could we aim at something different could we consider selling as some kind of helping relationship were we partner the customer bring value to his business??? 

CREATE A TRUSTING PARTNERSHIP 

Prospects want to be part of the solution. Think about working with your buyer not just to “sell” to them, but to help them achieve a goal with your help. This is the essence of collaboration: working together to achieve mutual goals. Like “helped me avoid potential pitfalls,” this one leads to trust. Set and meet expectations, don’t sugar coat anything, and don’t hold anything back, and the Prospects will trust you and appreciate your advice and knowledge.

Another trend in selling is to diminish the importance of relationships. Do so at your own risk. I’m not suggesting that connecting with a buyer personally represents the totality of a strong business relationship—there’s a lot more to it—but making a connection with Prospects person-to-person helps. The age old saying “PEOPLE BUY FROM PEOPLE WHOM THEY LIKE” is applicable to OTC sales like housewives as much a big-ticket selling like  technology products and buying decision for project sales 

KEY ONE:

BE A PROBLEM SOLVER & KNOWLEDGE SHARER

There are two parts to this one. First, you have to give the buyer an idea of what the end result will be. Second, you have to persuade them that these results are achievable and not just a pipe dream.The Sales professional who win bring ideas to the buyer’s attention that they perceive as new. They give Prospects ideas that can change their thinking. Also, note that true sales champions  don’t just do this almost three times as often than second-place finishers. 

DEPTH OF KNOWLEDGE

In all sales positions, the company has the obligation to educate you about the specific product you are selling. The company operations manuals will provide you with technical skills and product knowledge. This knowledge however, rarely goes beyond that required to describe competently the product to a client.

I recommend that you set aside time on a regular basis during which you can deepen your knowledge (and hopefully your enthusiasm/love) of your field.

Your responsibility as a professional includes much more than learning elaborate descriptions. If someone Ire to say to you, "Tell me about the field you are working in," could you give them an interesting, in-depth explanation of how it started and where it is today? Perhaps you think that knowing the history or theory of your industry is not necessary for your day-to-day selling. The fact is that with an increase in knowledge comes an increase in confidence and authority. The result: longer lasting client relationships and more sales.

BREADTH OF KNOWLEDGE

It's also important to develop your ability to discuss a broad spectrum of subjects. Having depth of knowledge in your specific field without knowledge in a wide variety of topics puts an automatic limit on the number of people you can relate to and who in turn can relate to you. This is a serious handicap for a salesperson.

Anything worthwhile takes effort and this includes expanding your conversational horizons. A fast, concise and convenient way to know what's going on in the world is to subscribe to a news magazine which will expose you to science, politics, the arts, international affairs, etc. It is not necessary for you to have an opinion on all the issues, but being informed on them and keeping up to date by scanning a good daily newspaper will give you confidence and expand your conversational effectiveness. 

KEY TWO BUILD TRUST

DIG DEEP TO STUDY PROSPECTS PROBLEMS

Interestingly, we found that Sales professional don’t need to diagnose needs as much as they have in the past. However, Sales professional still need to demonstrate that they “get” what the buyer wants to do, where they’re going, and what they want to achieve.Make sure your buyer sees how what you’re selling will help them achieve their desired outcomes. Be honest with Prospects about what can go wrong after they buy. Do this, and it not only builds trust, but also sets an expectation of what life will be like after they purchase. Set the right expectations and not only will you win more sales, you’ll also build trust and maximize repeat sales.

CREATE A VALUE PROPOSITION FOR PROSPECT BUSINESS

Overall value from the company is superior to other options: There are two important parts to accomplishing this. First, you have to be able to maximize the buyer’s perception of value of whatever you’re selling. Second, you have to be able to position it favorably against your competitors, and potentially against the buyer deciding to do whatever it is you’re selling on their own.

CONCLUDING 

No matter how great your conversational skills may be, your efforts will be completely wasted if you are not sensitive to your clients needs. It is crucial to be aware of your client's "silent messages" which often reveal the real meaning behind the verbal ones.

I recommend that you study body language and try to be empathetic. Observe what people do with their bodies in different situations. Put yourself in their shoes so that you can be open to what's happening with them, but do it intellectually rather than emotionally.

For example, by studying body language and being empathic, you will be able to acknowledge when your client is too busy at the moment (foot tapping), and arrange to come back another time when they are more receptive. 

YOUR ATTITUDE IS SHOWING

People don't seem to see that their opinion of the world is also a confession of character. In other words, if I think this is a miserable world to live in, then I live in a miserable world...and probably make it miserable for others to live in too.

Our attitudes are reflected in everything I do, including relationships with our clients. Our attitudes elicit different responses from our clients, so if I see them as jerks that can be manipulated, their responses will be entirely different than if I see them as fellow business people with whom I have a lot in common.

I can never be truly professional salespeople unless I develop a sincere respect for -- and healthy attitude toward -- our clients. Try thinking of them as valves through which your energy flows rather than as dams (obstacles) who will stop your progress. Only your positive attitude toward them will ensure the mutual trust, which is so vital to doing business successfully.