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More and more, it appears that one of the key ingredients is absent in many of todays sales interactions ie personality.
Whether it is in a service environment or on the phone you sometimes wonder would robots do a better job selling.
Of course, product knowledge is a must and the transfer of the key selling points is advisable but a transfer of personality, energy and enthusiasm is of paramount importance.
Furthermore, an understanding that each situation requires a unique strategy to build rapport with your client is necessary.
It is time to review our sales aim / objectives.
The overall aim should be to build a relationship, not make a sale.
The stronger the relationship, the higher the key conversion ratio - ie customers into friends.
Customers leave - friends don't.
How do we build this new type of relationship with our client?
Congruence - a genuine interest in the clients and a desire to serve their needs better than anyone else.
When they object, you investigate and honour the motivation behind these objections.
When their physiology presents a picture of boredom, you make your way to the door!
When potential business for you client enters your consciousness, you work on facilitating this process.
At all times you design a selling proposition that is a reflection of your customers needs - ie you sell the customers product back to the customer!
In the new type of relationship you are no longer a sales person, you are a facilitator.
And dont forget your excitment and energy about your product/ service transfers to the client.
Without doubt, energy infects!
Posted by Kevin Kelly at
February 7, 2005 10:11 AM