NOVEMBER 2014
Issue: 92


THE NAKED CALL





Q.  Dan, I attended one of your workshops, so I know you warn against "data dumping" before climbing the left side of the Trust Triangle. I am finding that very difficult in my industry, though. My clients are typically doctors and nurses who are hard-pressed to make time for me. They tell me, "I don't have time for that. Just tell me why we should buy from you." How do I handle that?

Linda  - Chicago, IL


   
A. Good question, Linda. The answer today reminds me of a previous question we addressed when a rep felt pressured to provide a quote to a customer.

 
Never Allow the Customer to Pressure You
Linda, you are right, I stress the importance of not jumping to the right-hand (rational) face of the Trust Triangle until you've climbed the left-hand (emotional) slope. But often times a customer herself will try to jump to the rational slope before you've had a chance to earn her trust or open her mind. She will stop you in the hallway and say something like you just experienced, such as, "Why should I buy your product? I've only got a minute."

If this happens to you, look out! This situation is a landmine. The customer is expecting you to talk really fast, back up the truck, and dump the data. Most reps, unfortunately, meet that expectation. Instead, let's talk about how you might respond as a Superstar. Say you are asked, "Why should I hear your pitch?" You may say, "That's a great question and I know you are pressed for time. However, without a full understanding of your specific needs and requirements, I really do not feel comfortable saying you should invest with us. Quite frankly, we may not be the right solution for you. Why don't we set next Friday as a tentative date to revisit that question? By then I will have had a chance to fully investigate and research your specific needs to determine if there is a fit between your needs and our solution. By the way, if there is not a good fit, I will be happy to assist you in working with another provider."

Your customer may insist, "But I only have a minute." You could say, "Your time is valuable. I don't want to waste it, and in order to do that, I need to be thoughtful and knowledgeable about making a recommendation to you. It will actually save time and hassle in the long run if I can see your system and the workflow in your department to see if it maps to our system. After that, if I believe that my solution can provide some benefit to you, I will follow up within a week, when you have more time."
 
An alternative answer could include a statement such as, "Other clients have found our unique ability to provide A, B and C to be extremely valuable. Until I've had an opportunity to fully understand your specific short and long terms needs I am not comfortable recommending that you invest with us."
 
The key is to understand the goal of this interaction with your client. Is it to convince them to give a purchase order to you immediately after the conversation? Obviously not. The goal in the above interaction is very simple: Build TRUST.  Your goal is to establish long-term relationships with your customers and to manage your exchanges with integrity. Do not let the customer make you lose track of this.
 
Naked Calls
This concern over being pressured to "data dump" reminds me also of the importance of "Naked Calls." No, it's not what you think. What I mean is that when you walk into a customer's office for the first time, you want to make sure you are naked - that is, not dragging along your briefcase, data sheets, laptop, tablet, smart phone and brochures. You do not want to be a detail rep. You've seen these guys. They bang through the customer's office doors with enough supplies to live on for a week. They've got a briefcase on a wagon with binders, papers, phones, tchotchkes and laptops.

What does a superstar bring into an account? A thin black leather folder, a pad of blank paper and her research notes on the customer, the company and the issue. Why? Because as a superstar, she intends to use her elephant ears more than anything else. She will listen actively and utilize her research notes to obtain a treasure trove of discoveries. These discoveries will inspire a unique solution for the client which will be unveiled in a future customer meeting. 
 
WARNING:  When sales superstars meet with senior executives, naked calls are not used. Why not? A senior executive does not have the time to respond to your list of questions. With senior executives you must do your homework and come prepared to discuss specifics. The art of consulting with senior executives is the topic of  Trust Triangle Selling  level 2 workshops. 
 
The importance of naked calls is cemented when you bring your manager into an account. You may need to remind him that he is the big barking dog backing you up. Do you want him entering an account with all of his baggage? The truth is, you want him even more naked that you are. I have had to strip my managers and remind them of exactly what I need from them. I need a big handshake, a professional suit, a warm smile, and a strong vocal commitment and dedication to my client's success.

When I was selling, I requested that one of my managers join me on a visit to the headquarters of one of the world's largest airlines. We were scheduled to meet with a senior executive about a multimillion-dollar software opportunity. I drove my manager to the location, parked the car, and my manager got out. I started walking toward the building when I heard the back car door open and close. I turned around to see that he had pulled out a huge briefcase stuffed with folders, binders, and a laptop computer. I quickly and politely reminded him of his role - he was a senior executive, and he needed to act the part. His role was to help me to gain trust by showing that our senior executives are committed to the customer's success. His role was not to make a presentation or dump data on the customer. We agreed that at the very most he would bring one leather folder... and that I would be the one carrying it! I am glad to report that everything worked out well. We locked in a HUGE win.

Remember, the first trust strategy is to not allow customers to pressure you into data dumping. The second is the importance of naked call.

Good Selling!

    

 

 

 

 

 

 

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Dan's book won a Medal
from Sales Books Awards!

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For more information on Dan's 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
263 Barefoot Beach Blvd. Suite #405
Bonita Springs, FL  34134
TEL: 630.215.5090

Email: [email protected]

Web:  www.trusttriangleselling.com


Copyright � 2014 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.



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