Q:   

Dan,

I am a sales representative for a software and technology company. Can you give me an idea what should be discussed in a first sales call with a potential client?

Murphy - Arizona

A:

Murphy,

Thanks for your great question. It provides an opportunity to help you and our readers understand some philosophical differences between an average sales rep and a Superstar.

Please allow me to comment on the wording of your question. You asked for advice on initiating the sales process. I would like to stress that a different way of thinking will really help you. It is not the sales process that you would like to begin and understand.  Rather, it should be the customer's BUYING process that you want to comprehend using what I call "3-D."  

3-D is short for "Develop, Document and Drive." "Develop" implies providing information and insight. You need to consult with clients to help them understand their buying process. You want to discuss the milestones and steps they must overcome along the way. "Document" requires you to commit the steps to a piece of paper. "Drive" invokes your readiness to help your customers cross each milestone.  

To sum up, traditional/average reps are concerned about their sales process.  Superstars are concerned about the customers' buying process.

If you are approaching your first sales call with the goal of trying to start a sales process, you are already positioning yourself like an average rep. Why? Because you are showing customers that you are just like every other sales rep. You are trying to sell something to them.  And customers do not want to be sold.

So, what are some of the Trust Triangle Selling best practices would I recommend to someone looking to become a Sales Superstar in the initial meeting?

First, understand what the Trust Triangle tells us about how people make decisions. Decisions are made emotionally and justified rationally. There are two key quotes that nicely summarize the core teachings of the Trust Triangle:

"No one cares how much you know,  

until they know how much you care."

"Prescription before diagnosis is malpractice."

Second, think about helping your customers to NOT buy! Sounds crazy right? Well, Superstars truly have a long-term perspective and genuinely want to assist their clients. Superstars have a vested interest in helping customers attain success. In many cases, that may mean that buying a product or service from a Superstar is NOT the right decision at this time.  

Remembering my initial meetings in sales, I routinely directed the conversation away from my product in an effort to optimize a potential client's existing situation. Let me give you an example.  I can cite one thriving business that had four high-tech machines. The problem was that they were not able to keep up with increased demands.  

The customer called me and two other suppliers to talk about the acquisition of fifth machine. The other suppliers entered their first customer meetings with brochures, models and videos to demonstrate how spectacular their new product was. In contrast, before my first call, I researched the account and opportunity thoroughly. I centered the meeting around the customer's challenges and requirements. I analyzed the problem and deduced why the four existing machines weren't doing their job. I found a way to change workflow with scheduling so that the four existing machines could in fact accomplish the job, albeit with some upgrades.

What have I done? Do you think I shot myself in the foot? Well, just like a physician, I diagnosed a malady, and my prescription in this case was to avoid purchasing a fifth machine. In so doing, I earned a great deal of trust and demonstrated that I cared about the customer's long-term needs. This approach saved the customer millions of dollars over several years and allowed me to be considered a trusted advisor. We enjoyed many years of mutually beneficial professional involvement after that.  

By the way, I really do not care if the machines are made by my company or another company. I would help my clients make the right choice in either case.   

You may find that when you take this highly consultative approach, your customer may thank you but persist in acquiring the fifth machine. Fine! Then you can proceed to qualify the account using the BMPCC and COW account qualification and questioning strategies discussed in prior TTS newsletters.  

Murphy, I hope this approach will give you a compass to guide you through your initial interactions with customers. Let me know how it goes. 

Good Selling!

Best,