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November 2008
Issue: 22
Welcome to the November issue of the Trust Triangle Selling newsletter.

You may remember that the October TTS newsletter presented an important question about trust. The article was entitled "First National Bank of Trust:  Are you making Deposits or Withdrawals?"  We explored twelve ways to earn trust, including step seven which suggested we can earn our clients' trust by helping them avoid a purchase.  In this issue of the TTS Newsletter we'll take a closer look at that highly consultative approach.

Let me know what you think,

Dan


Helping Your Customers To NOT Buy
 
I know, you may think this is unorthodox. After all, our careers are all about selling, and you were hired to sell services and products to people. The thought that you would help a client avoid an investment may not make sense. However, maybe you understand what I am referring to, and have also enjoyed the consequential deposits into your Bank of Trust.

Let's say you are a capital equipment sales consultant. Your customer has two existing older machines. Those machines may not have been purchased from your company, but your client calls to ask you about providing a third machine.

Rather than start the printing presses for bid preparation, you inquire about your clients' particular needs. You ask whether there is a way to avoid buying machine #3. You may say, "Before we go down the road toward machine #3, may I suggest we give some consideration to postponing a decision on machine #3? For instance, have you investigated ways to increase the productivity of your existing machines 1 and 2?"

Or you may offer, "Another thought is that your biggest cost constitutes the labor to run the machines. Buying machine #3, therefore, should be avoided if at all possible. Perhaps replacing one machine with a state-of-the-art, high-volume product is worth considering."  No matter what your client ultimately decides, you have just made a huge deposit into the National Bank of Trust.

I can cite two examples to demonstrate how I utilized this approach. In the first case, my client agreed that purchasing a third machine was not in her best interests. She agreed that the costs associated with renovation and ongoing operational requirements were too steep. She instead upgraded machine #1 and replaced machine #2 with my company's equipment.

In a second example, my customer upgraded his existing machinery and involved me in other strategic business decisions facing his company. This ultimately led to significant subsequent business for my company's benefit. In both of the above scenarios, competition was minimal.

Stepping back for a moment, you may remind yourself of the ultimate goal in this customer interaction. Were you really thinking that your client was going to pull a Purchase Order out of her back pocket with your company's name on it? Unlikely. So, remember your goal: LONG-TERM, STRONG and TRUSTING RELATIONSHIPS! Be different than the other reps who only understand short-term results! To fully understand the power of helping customers avoid a purchase, you have to fully appreciate the long-term value of gaining trust with your customers.

 As a true consultant you should work with all your customers to help them avoid major "headaches". Buying unnecessary equipment or services would ultimately cause headaches. If you accept the long-term goal of earning trust, you will find that your customer will become interested in sharing her business objectives and strategies with you. In the example I've presented above, your customer may respond to your inquiries by convincing you that she and her company really need machine #3. Roles may even be reversed while she becomes more persuaded that another purchase is required and will benefit her business in the long run.

The bottom line is that taking a long-term approach for your client's benefit results in a win for both of you. That's what it's all about. 

Good Luck, and Close 'Em.

 

Dan Adams, Adams and Associates

 

For more information on Dan's new book go here


Building Trust, Growing Sales
How to Master Complex, High End Sales Using The Principles of
Trust Triangle Selling™

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Daniel Adams
Adams and Associates
532 Walker Road
Hinsdale, IL 60521
630-215-5090

Email: [email protected]

Web:  www.trusttriangleselling.com


Copyright � 2007, 2008 Adams & Associates. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Adams & Associates is prohibited and strictly enforced.

FOR INSPIRATION:


  "Luck is where preparation and opportunity meet"

Proverb

 
 
 
 




"If it is to be, it's up to me"

Unknown



 
 
 




"The best paying hard work in the world is selling, and the poorest paying easy work in the world is selling."

Zig Ziglar











"Others can stop you temporarily - you are the only one who can do it permanently"

Zig Ziglar
 

 
















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