To get exceptional results in sales, you must gain an
understanding of people, what they want and not only build trust, but also
certainty with them. Old school selling was simply based on understanding the
customer's needs and building trust to close the deal. Today with information
available everywhere, your buyer seeks third party sources to give them the
certainty of what to purchase and how much to pay.
Once a buyer has done their research, they still always buy
products and services for one reason: to solve a problem. They need to be
certain. No one makes a buying decision when they are uncertain. When a buyer
is uncertain they stall the process.
A salesperson's goal then is to determine that you have the
right product or service to actually solve the buyer's biggest problem. To do
this, you have to get the buyer to trust you enough to talk to you about what
they want to accomplish. You must show genuine interest with intention to serve
the buyer and not just sell them. Salespeople often get lost in
"selling" their product or service. This is a mistake and a waste of
everyone's time.
Building trust is key to discovering and understanding your
buyers’ motives. It requires knowing every step of your sales process and
sharing it with the buyer. Start by introducing yourself with confidence, then
explain your exact intentions, process and amount of time it will take. Lay out
your plan clearly so buyers see your priority is to take care of them. Here's
an example:
Thanks for coming to see me today. My intention is to help
you by:
1. Figuring out the
problem you are trying to solve.
2. Suggesting the
best solution for you.
3. Providing you with
pricing alternatives.
4. Making you
confident about that solution.
