What is important to your buyer?

Do you know? If not, chances are it is either because you did not ask, or you did not really investigate when you did. Instead you focused on what is important to you.

This is folly! Avoid these thoughts at all costs. The sales process, and your prospect, could care less what is important to you until you have shown that you understand what is important to them. You will struggle to be seen as a trusted advisor in any realm if you have not first established that you are able to understand the problems your prospects and clients face. It does not matter how much you know. It matters how much people think you know.

This is a matter of perception. They have to see it through your willingness to hear them out. If you short cut this process because, ‘you have heard it all before,’ you leave an impression of snootery not one who counsels. This is why so often buyers become resistant when approached by sales people. No one likes to be ignored then told something, especially if it is the wrong something.

So step back and relax. There is a poorly kept secret and it is easy. Surprisingly, what most people who are in sales and tend to get verbose have not figured out yet is people talk themselves into sales. Ask the right question, and yes, “What is important to you?” is a good start, and you will find that your prospect will go on about this subject and possible the next and the next. What are the next subjects? Who knows, but chances are it is not new territory for you. If you resist the temptation to interrupt, and instead answer the questions or pose other question because the landscape is so familiar and easy to manage, you will find sales where before you found reluctant buyers.

Talking less, winning more. Does that sound good or what?

Twitter Weekly Updates for 2010-03-07 »« New site, new blogs, new focus, all should be expected from a seller of the new