
When you go to Starbucks and order a Frappuccino, you don’t get a business card from the cashier. And that’s fine.
Why? Because you don’t go to Starbucks for the people. You go for the product and the brand.
But for many other businesses and industries, the people do matter. Think of professional services. Imagine you are working with an architect on a project for 6 months. Would you be upset if a different architect showed up one day, or are all architects exactly the same? Or a more personal example — would you allow anyone at a certain salon to cut your hair, or do you make appointments with a specific hairdresser? I’m guessing in both circumstances, the particular person you work with trumps the brands they’re associated with.
B2B sales is another realm in which the people are important. Of course buyers are influenced by brand and product perception, but the salesperson they deal with has a significant bearing on what, when, and why they buy. With this in mind, it behooves salespeople to move from a transactional facilitator (fine, but average) to a trusted advisor (differentiated and valuable).
Here are 4 important tips on how to become that Trusted Advisor:
- Integrity. The prospect perceives you to be reliable, dependable, and trustworthy. One of the best ways to show integrity is to take notes — it works in every industry. It tells prospects they can count on you to remember their words and execute.
- Competency. The prospect believes that you and your product/service can deliver. Demonstrate competency by providing testimony from a third party that vouches for you. The format will vary from industry to industry, but examples include case studies, references, ratings, warranties, and certifications.
- Recognition. The prospect feels that you treat them as an individual instead of a number. Show recognition by carefully noting something your prospect says and following up on it later. For instance, if your contact mentioned a large project the last time you spoke, bring it up during your next call. A simple question like “How’d that initiative work out?” will do the trick.
- Proactivity. The prospect believes you are actively looking out for their best interest and that they aren’t going to encounter any unexpected surprises with your product/service. To prove you’re proactive, stay informed on your prospect’s industry and bring major changes to their attention before they reach out to you.
Happy Tuesday & Happy Selling!
Kevin
Sales Rep or Trusted Advisor?
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By Kevin Frisch | 0 Comments