Some people believe that selling is outdated and is no longer viable. If they are thinking about selling techniques used 10 years ago, they are right. Selling has changed. It's no longer about cold-calling, finding out how much money they have and figuring out how to explain the features and benefits of your services, product and total solution.
Selling is more complex. Selling has more to do with educating the prospective client. Selling is more about providing service. Selling is based more today on trust, credibility and delivering what you promised you would deliver. Other than that - selling is easy!
How Do You Build Trust and Credibility?
There are many ways to build trust and credibility. But perhaps one of the most overlooked strategies is through telling the prospective client a story or an anecdote about a client who had a similiar problem, who was from a similar industry, that you helped.
An antecdote is about educating the prospective client - and allowing them to draw their own conclusions, rather than telling them. If you look up the word "educate" you will find the root of the word is derived from "educe" meaning to "draw out." By allowing prospective clients to "see" how you've helped others, you educate the prospective client on their problem and how others have solved their problem, and allow the prospective client to "see" the similarities.
Trust and credibilty means that you can perform - you can deliver - you can solve the prospect's problem, with very little risk and exposure. An andecdote or story helps demonstrate that capabability.
Telling Your Story
A story is explaining how others - in a similar industry, with a similar problem - were able to use your services. This 6-step method - or framework - will allow you to put your capabilities into an understandable format that the prospect will understand.
1. Show you know the industry: "Jim, we've found that working in the food products industry (or whatever industry you are targeting) with organizations about the same size of yours faces many similar challenges..."
2. Show you have experience with the specific problem: "The President of XYZ company, Robert Greene, was faced with ..." (the specific problem similar or the same as the prospective client).
3. Identify the solution: "When we met with Robert and his staff, they needed to do ... " (describe the desired solution).
4. Demonstrate how you provided a solution: "Our team began work on the situation, we found out this and we uncovered that, and within 6 months, we were able to get XYZ ... (explain what you found out, how it may have been different - or the same - than expected, and the time period it took to deliver the solution).
5. Describe results in measurable terms: "We were able to bring DSO down from 92 days to 45 days, which improved their bottom line by $3 million and the price of their stock increased by 12 percent - within this 6 month period of time." (Always quantify the results in a time period. This will be easier if you "baseline" the current environment - which as a consultant - I do not see many people do!!!)
6. Get the prospect to explain their situation: "Is this similar to what you are looking to have done?" (Wait and listen ... )
If you know the business, and the problems faced in the industry, this selling technique or tool, is really a very effective method to use and humanizes you, the problem and the solution.
Good Luck! - Joe Murphy
Selling is more complex. Selling has more to do with educating the prospective client. Selling is more about providing service. Selling is based more today on trust, credibility and delivering what you promised you would deliver. Other than that - selling is easy!
How Do You Build Trust and Credibility?
There are many ways to build trust and credibility. But perhaps one of the most overlooked strategies is through telling the prospective client a story or an anecdote about a client who had a similiar problem, who was from a similar industry, that you helped.
An antecdote is about educating the prospective client - and allowing them to draw their own conclusions, rather than telling them. If you look up the word "educate" you will find the root of the word is derived from "educe" meaning to "draw out." By allowing prospective clients to "see" how you've helped others, you educate the prospective client on their problem and how others have solved their problem, and allow the prospective client to "see" the similarities.
Trust and credibilty means that you can perform - you can deliver - you can solve the prospect's problem, with very little risk and exposure. An andecdote or story helps demonstrate that capabability.
Telling Your Story
A story is explaining how others - in a similar industry, with a similar problem - were able to use your services. This 6-step method - or framework - will allow you to put your capabilities into an understandable format that the prospect will understand.
1. Show you know the industry: "Jim, we've found that working in the food products industry (or whatever industry you are targeting) with organizations about the same size of yours faces many similar challenges..."
2. Show you have experience with the specific problem: "The President of XYZ company, Robert Greene, was faced with ..." (the specific problem similar or the same as the prospective client).
3. Identify the solution: "When we met with Robert and his staff, they needed to do ... " (describe the desired solution).
4. Demonstrate how you provided a solution: "Our team began work on the situation, we found out this and we uncovered that, and within 6 months, we were able to get XYZ ... (explain what you found out, how it may have been different - or the same - than expected, and the time period it took to deliver the solution).
5. Describe results in measurable terms: "We were able to bring DSO down from 92 days to 45 days, which improved their bottom line by $3 million and the price of their stock increased by 12 percent - within this 6 month period of time." (Always quantify the results in a time period. This will be easier if you "baseline" the current environment - which as a consultant - I do not see many people do!!!)
6. Get the prospect to explain their situation: "Is this similar to what you are looking to have done?" (Wait and listen ... )
If you know the business, and the problems faced in the industry, this selling technique or tool, is really a very effective method to use and humanizes you, the problem and the solution.
Good Luck! - Joe Murphy
No comments:
Post a Comment