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Nicci’s Call: ONE Thing That Differentiates Trusted Selling from Bad Selling

By Nicola Bonfanti – Talent Dynamics for Sales

Put the client’s interests first.  Before your own!

Cold Call

What is it about cold calling and pushy sales that leaves you cold or even makes you angry when you are on the receiving end?

It’s the feeling that you don’t matter to the salesperson, you are just a number, a name on a list to call, that the salesperson doesn’t care about you at all but is just trying to get your money.  Am I right?

Trusted People to People selling is not about manipulating or pushing people into buying things they may not need or want.

It’s about connecting with people, getting to know them, understanding them and finding a fit. A much more informative, enjoyable and profitable experience for both parties.

It may seem counter intuitive but actually by putting your client’s needs before your own you are much more likely to make the sale and make it a bigger and longer lasting one too.

So what is involved in putting your client’s needs first?

Understand Them

Understand them, their problems and issues and build rapport in a trusted relationship

A lot of sales people have Star profiles and this is the best profile for attracting others, communicating the message. In their enthusiasm and excitement Stars may get carried away and lead a conversation with their new product.

Instead of this some key questions, putting the spotlight on the prospect, not themselves, would give greater insight into what the client wants first before proposing a solution.

That way the prospect feels listened to, cared about, and will be more open to your suggestions and advice tailored to their own needs, than a general “pitch” about the products that may not have taken their needs into account. In other words, don’t lead with a seller offer but with a buyer need. And you won’t know what that buyer need is until you’ve listened to them and asked them key questions

Create Value

Ask not what you can profit from your client but what value you can bring to your client?

Once you have understood their problems you can decide whether and how you can help them with it and where your value sits with their problem.

This whole process is accelerated when you know their Talent Dynamic profile as you immediately know what is important to them; – Dynamos want to feel significant, Blazes need variety, Tempos want to feel connected and Steels want assurance and security, so you can tailor your response to answer those needs.

Some clients may think they know what they want but by digging deeper to find what the real problem is, and not just taking their order, you will be giving them more value of your expertise and experience and potentially getting a bigger order from it.

I have worked with a lot of Stars who are proud of their sales record. However when they have realised the importance of listening first and putting the client first they have understood the sales they have lost and those orders they took that weren’t renewed.

Build the relationship first, the ongoing trust and value will then ensure you continue to do business for the long term.

I’ll give the final word to Stephen M.R Covey:

Nicci Bonfanti will be leading one of the Break- Out sessions at the Trust Conference on September 11th.

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