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SALES THERAPYSelling and building rapport are no longer enough to win new business

Grant Leboff

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M107

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The key points in this presentation

• Relationship selling is much more than just another ‘weapon’ in a salesperson’s armoury.

• Selling with integrity is mandatory in an increasingly customer controlled marketplace.

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A new approach

“He can sell snow to the Eskimos.”– Is that good selling or fraud?

Most members of the general public have been the victim of a sleazy salesperson says anything to get the deal.

The days of hard sell are over

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Selling definition

‘Selling’ is defined in the Oxford English Dictionary as:

To handover for a price; to persuade someone of the merits of.

The problems sales people have are inherent in these out-dated definitions.

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Transactional selling

• “To handover for a price” is not selling: it is the sale; it is the transaction; it may or may not take place.

• “To persuade someone of the merits of” – the focus is the sale, even if it’s not the right solution for the customer.

• This is selling before the 21st Century.• It has been, and is still problematic. For selling

becomes a zero-sum game. As a salesperson, we either win or lose.

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Redefine selling: problem solving

• Moving selling into the 21st Century• Whatever the purchase and whatever the

motive, all purchases solve problems and therefore, salespeople are problem solvers.

• If we understand the problem someone is trying to solve, the sale will happen naturally.

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Redefine selling: conveying possibility

Moving selling into the 21st Century• As salespeople we must be experts in our field. • We are consultants and educators. • Selling is about solving problems and

conveying possibility. This means that: – If we can’t help we should be willing to walk

away from that sale.

That is selling with integrity.

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The funnel

• The traditional sales model has been transactional in nature; advertising, direct mail, telemarketing etc have bombarded customers.

• The funnel: put enough leads in at the top, deals will drop out the bottom.

• This works, however: it is a bad way to develop any company.

• While the focus is on the next transaction, relationship selling will remain a form of manipulation.

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Relationship Selling

In the new economy a different type of relationship will make the difference.

• Relationship Selling must start really happening for the first time.

• Salespeople must put the relationship first, not just build rapport.

• Salespeople need to give a high level of insight and expertise to really add value.

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Changing company

• Change the way salespeople are commissioned.

• Don't focus on transactions; reward the other duties of a salesperson

• Understand your customer’s journey. • Ask:

– How can you get and keep a customer engaged?

– What value can a salesperson give that keeps the dialogue happening?

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A new sales paradigm

Activities that salespeople can undertake to enhance relationships and become valuable suppliers:

– Recommending the customer’s service.– Informing customer of developments.– Face to face interaction/first impressions.

Make yourself attractive to customers.

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Selling with integrity

Selling must change for the better to reflect the world in which we now operate.

– The world is a changing environment.– In today’s market the customer really is in

charge.– You cannot acquire and retain a customer by

mis-selling.

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Comparison: doctor/salesperson

We trust a doctors’ professional expertise. – If a doctor can’t help then they will be honest

and refer us to someone else. – If a doctor does a thorough diagnosis we will

trust the solution they give us.

You must attain the same trust.– Focus on solving the problem and exploring

options.– Genuinely act in the customer’s interest.

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Summary

• A customer controlled marketplace means mandatory integrity when selling.

• Selling is problem solving – if you do this more sales will be achieved.

• When selling you must put the relationship first.• You cannot acquire and retain a customer by

mis-selling.• When selling you must attain the same trust

that a doctor has with his/her patients by acting in the customer’s best interests.

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SALES THERAPYTHIS PRESENTATION IS PROTECTED BY COPYRIGHT. IF YOU WOULD LIKE TO USE OR SHARE IT OUTSIDE THE RIPPLE EFFECT TRAINING PROGRAMME PLEASE SPEAK TO US FIRST.

Grant Leboff