Think about the experiences people have had with sales “pros”. If they were to share their thoughts, most wouldn’t be good to say the least. By definition, this is an illustration of “sales stigma”. The mindset that I, as a buyer, need to be wary of what a sales person may do to take advantage of me.
So, how does one respond as a potential buyer? I protect myself…I engage all of my defense mechanisms that I have in my power. I hold back truth. I am careful of what I say. I don’t listen to what they say, but rather, I look for what’s behind what they say. And, most important in our context, I don’t commit! Because to do so means I risk the feeling of discovering I’ve been taken advantage of by a sales person…and that’s one of my greatest fears.
Ask yourself this:
- Am I worthy of “best in class”?
- Do I have ethics and practice them?
- Am I honest?
- Would I take advantage of a prospect for any reason?
- Am I worth of being trusted?
- Is my product/service, or their combination something that stands out as compared to the competition?
- Will I do what I say?
- Do I put my clients/customers interest in the forefront of my thoughts as we consult?
- Will we stand behind our commitments in the end, no matter what it takes?
If the answers are yes…keep reading. If not, then I suggest this: if you think you’re selling crap, then you should find something else to sell.
Sales is about introducing options for betterment to those may need such betterment. It’s that simple. Sales people are listeners, analysts, advisors, creative consultants, and maybe even therapists, who solve for their clients during delivery of their products or services.
The root of your ability to compel someone to a buying decision, ESPECIALLY IF IT INVOLVES CHANGE, is rooted in their feeling confidence in you. That feeling is rooted in your passion, pride and confidence in yourself, your product/service combination, your team, and your value proposition.
Every enduring business relationship is built upon a sound foundation. That foundation is the depth of the connection you have with your client/prospect. That level of connection cannot rest solely on your relationship person to person. It must go deeper.
Consider these levels of connection:
- Person to Person
- Company to Company
- Consultant to Client
- Trusted Advisor
If you don’t live at the third or fourth level, your relationship with your client is vulnerable. Maybe you need to take a step back. Start by analyzing your industry and your competitors:
- What do you want to offer?
- What do your customers want?
- How can you set a higher standard of expectation and demand?
- How will you communicate that to the universe in which you sell?
- How will you educate that population to know they can and should expect and demand that from their trusted advisor?
- How will you ensure you deliver that every time?
Remember…consistency is the key. Being good one day, but not the next is worthless. You will be measured much more often by your worst then by your best.
So, in summary, LEARN TO STRIP AWAY YOUR COSTUME by owning the deliverable as described above and your prospect will peel away that costume piece by piece. When
that is done, then and only then can you pursue a mutually beneficial and an enduring relationship as client and partner.
Enjoy the journey and relish in the fact that most of your competitors lack the vision, desire and motivation to reach that PARAGON.
PARAGON DEFINITION – YOUR PATH TO EXCELLENCE.