My
first role in my professional life was of relationship Manager. As relationship
manager 80% of job constitutes sales. For me sales were never rocket science
but for few of my colleagues Sales was rocket science especially on days when
targets were not achieved. Is sales really rocket science ? And just as rocket
science is built from foundation of physical & mathematical laws &
principles, sales can be distilled to very simple laws & principles. While
branded selling "systems" & "approaches" serve several
purposes (they help differentiate sales books & training material in order
to sell them better as well as assist in articulating message so that its
easily understood, learned or implemented) the simple laws & principles underlying
them have remained relatively unchanged since the beginning of time.
The
basis sales cycle has following steps
1. Prospect
(The way your parents use to look at every guy you got home for drinks)
2. Interview
(The way your mom use to interview guy from where your parents work to your
caste & religion)
3. Analyze
needs (The way your mom use to ask what you will have for dinner)
4.
Present (How much drink you had before dinner )
5. Negotiate
(The dowry)
6.
Close (Bride & groom sold to each other)
7.
Service & Follow up (Each call you get from mom bitching about in-laws
& vice versa)
So
in our chaotic life we all have experienced above steps therefore we can
conclude that we all are or will be or were salesperson in life.
Nothing
is more important to prospecting (other than actually doing it) than the
quality of opening statement. In person or over the phone, windows of attention
are typically slammed shut in less than 10 seconds. This means a salesperson
has less than 10 seconds to close the sales pitch or to draw attention of
prospect, which eventually leads to fact that one has to maximize the impact of
every word, syllable, and pause in one’s lead off statements. They need to be
worked as art compelling to the extreme degree.
Fortunately
opening statements can be prepared and practiced before a sales opportunity is
ever pursued. There is saying a sales professional is always prepared. In
simple words always go for sales lead with following questions 1. Who you are ?
2. Where you are from 3. what you sell 4. how your prospect will
benefit from the product or service 5. a question to gauge interest of the
prospect.
Addressing
needs is important part of sales. Needs is related to wants. And by far the
most effective way to influence human behavior is through core values. Value
based selling is the key to deliberately getting people emotionally involved
and creating trust. Dont confuse "value based" selling with
"Value added marketing". I am not suggesting you ignore need however
, we no longer live in a needs oriented society. Why are needs the least
powerful way to influence human behavior ? Needs are not tied to shoulds. For
instance, take statements like "I should have money". " I should
make more investment" " I should make better decisions". "I
should make full proof financial plan" or " I should have more
discipline". Needs is what we desire but doesn’t display our current
buying strength. There are two type of needs one that fits in our budget other
is dream of needs that we desire to buy one day.
Tangible
wants are a step in the right direction. Tangible wants such as early
retirement, vacation homes, good schools for kids, new car, estate protection,
travel. But in truth even wants dont have the emotional pulls that values do.
Values are intangible feelings.
Intangible, pure undiluted feelings like love, pride, security, freedom, making
a difference, independence accomplishment, self worth & so forth are key factors
in influencing behavior. Values illuminate peoples emotional motives so
clearly, they must take action.. for their own reasons. Needs have the power to
illuminate emotional motives so clearly that they result into action. Needs as mentioned earlier illuminate
emotional motives as much as penlight of your own key ring, while wants work
like average flashlight. Values however illuminates emotional motives like a
row of halogen high beams in front of Mercedes on the Autobahn. Your prospects
clients take action on your ideas when they feel strong emotional connection to
them. Your job is to illuminate their emotions so they fully understand the
relationship between smart decisions and fulfilling their life values. Your job
isnt a traditional sales person and sell the old school way.
Every
one has unique value hierarchy just like finger prints . No two value hierarchies
are alike. When you initiate conversation with current and prospective client
about their values ( what is truly important to them) they will become
emotionally involved, you can touch on their ranking of values, understand them
at a deeper level and you dramatically shorten the time it takes to gain their
trust. Emotional involvement and trust are two critical elements in creating
profitable client relationships. without realising it you project your own
values when you promote yourself. How do you feel when people project their
values on you. Do you like it ? Are you
anxious to do business with people who project their value on you ?
You cant get people emotionally motivated
discussing your values. You do it by talking their values. The first logical
question to ask yourself is " How do i use that information in a positive
way? How does this create trust ?
Listen
for words & phrases like freedom, control, satisfaction, making difference,
independence, feel really good, pride, achievement, contribution, oneness with
GOD etc. These are indicators that you are on right on right track because they
represent values. And values are emotional and they create positive emotional
feelings in the person you are speaking with.
The
things to remember is that when needs oriented planning leaves your client
flat, try focussing on your clients values instead. Need simply dont have the
emotional punch to influence emotional behavior.
Remember
the least effective approach is to try to satisfy client needs. A better
approach is to help clients get what they want and desire. The most effective
sales professional helps clients fulfil their values in life. Differentiate yourself
! Dont be traditional salesperson become trusted sales professional.
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Share your feedback at
kamna@mypeepal.com)
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