Observations and Advice

T h e C h i e f S a l e s O f f i c e r

A Unique Look at Consultative Selling

Observations and Advice

Greetings!

I learned something new last week and I want to share it with you. It's a different way to look at consultative selling - a process you can use in selling and in coaching salespeople.

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Observation and Advice

Some ideas to quickly sharpen your consultative selling skills

Austin Jackson taught me an important lesson last week. Austin is the co-founder of Reaves Jackson Partners. We were discussing something of high importance to me and he gave me some great ideas. As we were hanging up I said, "Thanks for the advice!" He retorted, "It's not advice, really; it's just some observations." In fact, for me it was valuable advice.

Are you and your salespeople giving valuable advice to your customers? If you are, is that advice preceded by observation? Valuable advice is always preceded by quality observation.

In consultative selling, advice follows observation.

Observation

Observation is the combination of perspective and experience. Your perspective has been formed by many influences such as your education, your environment, etc. So, when you observe something, you see something no one else can see. In the past, your perspective has caused you to act and react in a certain way and then observe what happened as a result of your (or someone else's) actions. These experiences have then caused you to see things differently the next time a similar situation arose.

This point of view is what consultants and consultative salespeople use to broaden the client's understanding of their situation. Your clients can see their problems and opportunities better when you show them how they look from your perspective.

Advice

Only when we have been diligent and thorough in our observations can we offer advice. For consultative sales professionals, the advice is usually for the client to buy their product or service. That advice is taken more seriously when the client perceives the salesperson has

clearly observed what is going on
qualified and quantified the similarities and differences in this situation and others they have observed
proven that they can "see" a better outcome for the client

This is an advanced form of the basic "Feel - Felt - Found" technique that you may have used earlier in your career.

Summary

Use this as a sales tool:

Every client situation will be different - sometimes significantly different.
Use your powers of observation to show them what you see.
Be willing to state (what you perceive to be) the obvious! It may not be obvious to them at all.
Use your observations to put credibility behind your advice.

Use this as a coaching/teaching/CSO tool by asking your salespeople:

"What do you need to observe to know that our offering is the best for this customer? What questions will you ask to gain that perspective?"
"What experiences have you had that are similar to what this customer/potential customer is facing? What are the critical differences in that situation and this one?"
"The customer will say, 'We're different from everyone else,' how will you handle that and still build on your perspective?"

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Help Is Available!

Give me a day with your sales team and I will help them kick the habit of discounting.

Give me two days with your people and they will begin reversing the damage done from their previous use of discounting. Give me more time and we may revolutionize selling in your industry.

If I'm not the right trainer for your team I will help you find the right one. Need help now? I have limited availability some months and may not be able to help you so I will lead you to someone else who can. Like a different approach? Let me help you find the right person for your situation.

Whatever you do, seek out the help your organization needs
and do it now.

1.800 MR. REAVES (800.677.3283)

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(Chuck@ChuckReaves.com)

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