Sales Tips: By Stu Schlackman, 10-24-2011, Via SOLDLAB
Sales Tips: Let’s look at 3 reasons why customers hate to be sold.
#1 – they’re tired of being told! Decision makers are more open to a sales person who asks questions about their needs rather than telling them what they need to do? Yet, surprisingly most sales professionals ask just one or two questions waiting for the first opportunity to go into present mode! REAL needs – the ones that are attached to the biggest budgets – aren’t close to being fully understood. The customer’s true issues aren’t evident, yet the sales person goes into tell mode or as we experienced in 3rd grade, “show and tell”. Telling is the same as convincing which is just another synonym for selling. What customers prefer is the advice of an expert consultant that asks pertinent questions about their business.
#2 – they’ve lost their place as the center of attention-you have taken their place. Customers want to talk about their goals, aspirations, the future and their own personal goals. When you present prematurely, the focus and priority is no longer on the customer but on your need to talk about their solution. The right time to present the solution is when the customer asks for it and not before. The customer will ask you to talk about your solution when you have peaked their interest and they have a desire to hear what you have to offer and not a minute sooner. Your job as a GREAT sales professional is to build curiosity in the mind of the customer so that they want to hear more. That is why customers enjoy buying. They see the need for your solution and in their own mind they made the decision and feel good about it.
The most successful sales professionals always focus on the needs of their customer. This puts them at the center of attention. When they feel valued for the information they share and you work to craft the right solution at the right time, they don’t feel pressured but instead, curious to find out more about you and your solution. Remember sales is all about building relationships and relationships are built by developing trust. Avoiding typical selling and telling will help both you and your customers succeed.
by Stu Schlackman
Stu has spent over 25 years in sales management, sales and sales training with world class companies like Digital Equipment Corporation, Cap Gemini and EDS. His focus is on “the application” of the skills and techniques he shares. Member of NSA, IFFPS, and IASB
Stu works internationally to help companies involved in long-term relationship selling achieve greater results. In particular, Stu focuses on the insurance and financial services industries and is a member and Gold Resource Partner of GAMA. He is a member of the Richardson Chamber Board of Directors and a past member of the board for Prevent Blindness Texas. Stu is also President for Leadership Richardson Alumni Association and President for the National Speakers Association of North Texas for the 2011-2012 year. In the past he has taught business classes at Dallas Christian College and developed an online sales management course at the University of Texas, Dallas. Learn more at:
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