Q:
Dan, I'm just beginning to work with a new potential client. This one client could buy enough of our product to make my entire quota. I want to get off to a good start and ensure that I position our solution to win. What advice can you provide to me?
Shannon
San Francisco, CA
A:
Shannon, this is a great question. I must take this opportunity to fundamentally change your approach with this, and all of your clients. You said you wanted to "position our solution" to win. Well, positioning your product is a sure way to lose. Remember, this is not about your product or solution! This is very important if you want to be a Sales Superstar.
If you have read my other newsletters or attended a workshop, you have heard me speak ad nauseam about Trust! Gaining trust with your client is a precursor to true consulting. The operative premise is that you want to help your client solve or avoid challenges, pain and take advantage of opportunities. So your question should be, "How do I gain trust with my client?"
I'll take this opportunity to help you to get off to a great start with your client by discussing the top four ways for you to gain trust with your client.
#1 EARN IT!
- Follow-Up...Fast!
- If you don't know the answer to a question, simply say, "I don't know," and find the answer quickly.
- Respond to every client question with candid honesty.
- Keep promises!
- Exceed expectations.
- Under-promise and over-deliver.
- Admit mistakes immediately.
#2 RESEARCH:
- Do your homework: invest the time to get to know your client, her business and personal agenda. You should have the goal of knowing more about your client than he knows about herself. With all the online resources available today, this is an attainable goal.
#3 EMPATHIZE - CLARIFY - LISTEN
- Practice "The Modified Golden Rule." Do unto others as they want to be treated.
- Be a great listener: take notes and refer back to them!
- Place customer needs #1: your needs #2.
- Customize everything!
- Find common ground and a shared agenda.
- Ask great questions.
- Remember:
-
More trust is earned defining the problem rather than discussing the solution to the problem.
- "Prescription before diagnosis is malpractice!"
- "No one cares how much you know until they know how much you care!"
#4 CONSULT (Educate/Teach/Challenge)
- Prevent/cure headaches -- help your customers avoid land mines.
- Help them to NOT buy--consult!
- Help them to buy when appropriate by using 3-D: Develop, Document and Drive their buying process.
- Help navigate the alternatives.
- Offer valuable perspectives on the market.
- Provide education on new issues & technology trends.
- Quantify the financial value of your solution. Specifically, show how your solution will impact their business and their financial statements.
- Help your customer better understand his customers.
- Help your customer benchmark against his competition and industry leaders.
So Shannon, back to you. I hope you can appreciate the pivoting that has been communicated here. The focus should be on your customer's needs and not your own. "Positioning your solution" can be considered self-serving since it may not be in your client's best interests. Early in the sales process your goal should be to GAIN TRUST!
Good luck going forward!
All the best,
