The Power of Influence

Written by Stu Schlackman

All sales professionals want to convince our customer’s to purchase from us and to purchase sooner rather than later. Our level of influence on the customer’s decision ‘on when to buy’ directly is proportional to the relationship you establish during the sales cycle. In most interactions during a sale, the customer brings, and controls, their feeling of urgency as to when they make their purchasing decision. How can you both win that customer and shift their sense of urgency to commit? How do you move the customer down the road to making a decision? How do you keep them committed to coming back for more? How do you gain the bonus of their recommending you and your products to their acquaintances? By building stronger relationships.

Relationships are built on three critical factors. They are: face time, follow through, and your motive. Let’s address how each of these works to move a customer to making a decision in your favor.

Influence It’s been obvious to me that the business I’ve won in the past is directly related to how much face time I had with the customer. The number of opportunities the customer allows us to meet indicates the customer’s level of interest in what we have to offer. The more meetings, the more interest - in other words, they see value in meeting us. How often have you only met the customer two or three times, and therefore, deep down, you knew your chances were a long shot? Customers accept a meeting when there is a clear purpose and value in getting together. We earn the right to meet with the customer when our message is clear and concise as to the tangible value for the customer in our products and services. For example, if we have a proven track record of how we have helped others, customers are interested. If our agenda is entirely focused on the customer’s needs and issues, they know it! It’s a very positive sign when the customer is the one to initiate the next meeting. When you use this face time wisely, the customer will come back for more.

Follow through is a huge indicator of character and credibility. Character and credibility strongly influence customer’s evaluation of whether or not you are a person with whom they want to build a relationship and engage in ongoing business. Follow through is about putting the customer’s priorities ahead of everything else, and making this obvious to them. Follow through shows the customer what they can expect when they commit to your products and services. It sets an expectation of how the relationship will evolve as it moves forward. When you start delivering results beyond the customer’s expectations you strongly capture their attention. Follow through is about being proactive on the customer’s behalf by doing what you have learned is important to them - without even asking permission. The result is customer delight and enthusiasm.

The last critical factor in building strong customer relationships is the implied communication of your motive. What is it that motivates you to close this business? Do you focus on the commission or the commitment to giving the customer what is in their best interest? If you are committed to solving the customer’s issues, first and foremost, the commission will follow. Customers are good at reading a sales person’s motives. They can see the facial expression and read your body language. How do you respond to a delay in the sales cycle or a new customer objection that needs to be addressed? The customer can tell if you are putting your own concerns before their interests. Clearly communicate that the heart of your interest is in continuing to address the customer’s needs. The result is customer commitment to you and your services.

Stu Schlackman -
	Stu Schlackman is the Owner of Competitive Excellence a training firm focusing on sales skills for both the seasoned sales professional and someone just beginning their sales career. Stu is the author of Don’t Just Stand There, Sell Something and Four People You Should Know. You can visit his web site at www.competitive-excellence.com Read More >>
This e-mail address is being protected from spambots. You need JavaScript enabled to view it Website