View Yourself as a Consultant
One particular self-image possessed by high-achieving salespeople is that they see themselves as consultants rather than as salespersons. They see themselves as problem solvers with their products or services rather than as vendors looking for someone who will trade them money for what they have to offer.
Approach Them as Clients
They do not approach their customers with hat in hand, hoping for a
sale. They approach their "clients" with the attitude that they are
consultants calling on the prospect to help him or her solve a problem
or achieve a goal.
Ask Questions and Listen Carefully
Seeing themselves as consultants, they ask questions carefully and
listen intently. They focus all of their energies on understanding the
customer’s situation so that they can make intelligent recommendations
based on what the customer really wants and needs.
Become an Expert in Your Field
As consultants, they recognize that they must be experts, authorities
in their field. They know their products and services from one end to
the other. They invest many hours familiarizing themselves with every
single detail of what they sell, and of what their competitors sell as
well. They know the strengths and weaknesses, the advantages and
shortcomings, the features and benefits of what they are offering. They
have excellent product knowledge which their customers can sense and
which gives both themselves and their customers greater confidence
throughout the sales conversation.
Differentiate Yourself from Your Competitors
Top salespeople, positioning themselves as consultants, see themselves
as resources for their clients. They see themselves and carry
themselves as advisors, mentors and friends. They become emotionally
involved in their transactions and they are generally concerned that
their product or service be the ideal solution to the real needs of the
prospects they are dealing with. They differentiate themselves from
their competitors by being more concerned with helping their prospects
than with selling their products or services. Their customers often
feel that they care more about them than they care about making a sale.
And it's true.
Action Exercises
Here are two things you can do immediately to put these ideas into action.
First, see yourself as a problem-solver rather than as a salesperson.
Take sufficient time to understand the prospect’s real need before you
start selling.
Second, think of ways to tailor your product or service to your
customer’s needs so that he sees what you sell as the ideal solution
for him.
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