Protect the Customer's Ego!

You are 'beating around the bush' with that potential customer a
colleague said to me after a sales call recently. I asked him to
explain and he added 'you make a point or ask the customer a question
that cuts directly to the point, but then you dilute it by adding
something like 'what do you think', or 'do you think that might apply
here.'

I must admit I struggled to explain why. They I remembered two
golden rules of sales - 'protect the customers ego' and even more
basic: 'don't make the customer feel foolish'.

I like a good headline as much as the next person and bold type such
as '90% of managers fail to budget properly for IT projects '
certainly grabs attention, but isn't it really a disguised insult to
the customer.

If you are going to poke your nose into the customers business and
he/she opens up to tell about the business you have to be very
careful. Selling entails identifying problems and creating tension
for their resolution, but the pace at which that happens very
important.

You may quickly arrive at what you feel is the ideal solution for the
customer and may even struggle to hide your surprise at how obvious it
is, but slow down and make sure you bring the customer along at
his/her own pace to the same realizations.

So take your time to air all the clients problems, or short comings
and balance with recognition and praise for the companies successes
and achievements. Finally, don't making your suggestions in a way
that will make you look like a ''know it all''.

Parent, Adult... Oh! and Salesperson!

You have probably heard of the Parent – Adult – Child concept. Not it
is being applied to sales and it has really got me thinking.

There are 3 types of roles we play in our relationships and
communication with others - Parent – Adult – Child.

The parent role conveys 'I know best' and 'do what your told', it is a
talking down to somebody who is considered to be younger, less
experienced, or less knowledgable. And hey, that is what many sales
conversations end up being!

Think about it. The customer says 'I are very busy, so if you
wouldn't mind lets skip meeting and just send me in a proposal in
response to the questions we have outlined in our brief'.

Or the sales person who opens a conversation with 'Most companies
(like yours) are struggling to meet their legal requirements in
respect of… we make sure they are fully compliant.'

Sounds like a parent to me, talking down to a child in both instances.
What does that imply about its effectiveness? Well, you guessed it.

It's time for sales people and customers alike to get a dialogue going
that is based on equality of roles and respect.

Don’t waste your time selling to people you don’t like!!

Here is a controversial point – don't waste your time selling to
people you don't like!!!

If selling requires building rapport and you can't close the sale
without building a relationship, then some prospects are never going
to be your customers, or at least your repeatable and referable
customers.

Yes, there are the exigencies of being in business and to meet target
you would probably sell to the devil. However, as
you develop your sales approach over longer term the win-win nature of relationships is worth
keeping in mind.

Some customers if they ever buy from you will break your heart when
it comes to service and support. And to get them to the point of
buying you may have to swallow your pride.

If you are going to have to take a deep breath every time you pick up
the phone to a particular prospect, or feel like you need a therapist
after every meeting with a customer, then think again about the type
of customers you want to be dealing with.

A sales person who conducts himself/herself with professionalism and
respect, deserves the same in return. If a customer or prospect can't
give that, then find somebody else who can appreciate and benefit your
help.