Stopping Jumping to Conclusions

The other day I was in the field with a very strong salesperson. This individual knew his stuff. He established rapport with the client, had a relatively crisp agenda and sought validation from the client as to the purpose of the meeting. All was going well. In fact, the client was opening up quite a bit - revealing several critical business issues as well as some apparent direct areas of opportunity. But then something funny happened. The salesperson decided THIS was the appropriate time to regale the client with his brilliance and provided a (or is it an) hypothesis as to what was really going on in the organization. I was amazed at this incredible insight - particularly given the salesperson's extensive analysis (all 20 minutes or so) of the organization. The client was not impressed but was polite enough to indulge the salesperson (or at least allowed him to indulge himself). The client did shut down somewhat and did retreat into more of a defensive position. The meeting ended without much fanfare. It is my assertion that this salesperson now faces an uphill battle to establish credibility with the client. The salesperson sadly felt the same.

So what is the purpose of this story? I think we have all been in a position where we think we know what to sell, what the solution should be, what is really going in with the client, or some other ego-building display. Let's get serious here. Clients are interested in knowing what we have to sell and how it will benefit them personally but not until you understand their business, their issues, their objectives and goals - not before. So where is this magical line and how will we know when we have crossed it? The answer is simple. When the client says so!

This means, we do inform the client on who we are and what we do - granted - but only once we have exhausted a discussion on the client's issues and opportunities - that we have validated this with the client and that the client is now specifically asking us (or sometimes demanding) for it - will we engage in a solution-based discussion. This discussion must always be framed relative to the client's specific needs and requirements and speak to the results that the client wishes to achieve - how the application of the solution will assist in achieving this and then confirmation on how (not whether) this will apply to the client's business.

As always, please try to find a way to apply this to you day-to-day interactions with clients. I know you will see an improvement in your dialogue and the opening of broader opportunities.

Oh yes, and have fun.

Cheers,

Steve

P.S. for free sales and sales management training video downloads please visit http://www.professionalsellingnetwork.com