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People buy from people who are sincere and competent, and who empower them.
When a department store employee asks us if we need help, the typical response is, "No thanks. Just looking." That's because most of us like to buy, but we don't want to feel pressured or sold to. So, how can salespeople overcome this resistance from buyers? (read more...)
A salesperson must demonstrate sincerity by focusing on the customer. Instead of leading with a product pitch, they learn about the customer's business environment.
A salesperson demonstrates competence by the questions they ask or by sharing how they've helped other clients. Questions about relevant business challenges reveal experience in working with similar customers.
A salesperson empowers a customer by engaging in a conversation about their current situation and potential options so that the customer can make an informed decision.
Let's illustrate. I went to buy running shoes and was greeted by the "kid" who said, "May I help you?" Given that he was clean-cut and didn't launch into a pitch, he seemed sincere. I've been running longer than he's been alive, however, so I couldn't imagine that he could help.
The "kid" started to ask a few questions: You seem to be familiar with Brand X. What surfaces do you run on? Miles per week? Any back/knee problems? Any wear patterns on shoes? With a few relevant questions, the "kid" demonstrated that he may be a competent resource for me. My "salesperson" then shared knowledge that empowered me to make an informed buying decision.
If you'd like to learn more about how we help salespeople empower their buyers, let us know when you have time for a 15 minute call.
Best Regards,
Debra Swann, Pat Dougherty, Chris Kavanagh
Principals, SDK Sales Alliance
Partner, CustomerCentric Selling®; Your Roadmap to Revenue Growth
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