Wednesday, March 9, 2011
Take a moment to think how you treat your ideal client. You’ll be engaging because this is someone you want to work with, you’ll be swift in response, and quick with suggestions. You’ll speak with an innate understanding of their business and have the authority and care to recommend solutions that might be a stretch for them to consider. You’ll patiently guide those people through the solution so that they see the benefits clearly. You’ll be switched on to them and their needs, pick up on even the smallest cues, and have an astute attention to detail. This level of relaxed, alert professionalism and rapport is what you’re after with every prospective client.
As salespeople, we need to think like marketers. A marketer will sell the benefits and give people compelling reasons why this is the offering for them, giving them a clear call to action. We need to make what we have and who we are easy for people to buy. We need to package it. If you take this approach, you don’t have to work so hard trying to convince people. There are two words in that sentence to avoid: trying and convince. Replace them with commitment and belief. For instance, you can try to get someone to understand the benefits of having your car serviced more often by saying, ‘You really should service your car more often. It’s not good to keep letting it go like this.’ Or you can say, ‘If you don’t service your car every six months, you risk spending even more money on repairing long-term damage to the engine. To make servicing easier for you, I’ve written the date for your next service in your log book and I’ll give you a friendly reminder a month out.’
Postition yourself well from the outset: treat your prospects like your ideal clients and let them know the value they'll receive by buying from you from the very first point of contact.
To your sales success
Author of the forthcoming book, 'True Brand Toolkit: How to Bring in Big Money For Your Small Business.'