Right in the middle of the sales cycle, within the structure of sales lives this one little phase called "communicate." and while seemingly innocent sitting there is the kick in the pants that drives all things sales. Done well, it drives joy and happiness throughout the customers world, and the sales persons company. Done poorly, it creates anger, distrust and bad reviews for the "no longer a prospect," and causes the sales person to hang his head low in shame and guilt.
Communicate is the collection of meetings and presentations after discovering some value to the prospect that invites the sales interaction. It is where we as sales professionals earn our keep as people who can help our prospects recognize our value to them or we recognize we cannot and disqualify them gracefully and move on. It is where we spend the most effort managing their natural inclination to ensure they are getting the best value for their purpose and not being taken advantage of, AKA, their defenses.
The only mindset that matters here as a sales professional is one that believes, " I must help my customer discover they have more value than cost in going forward with me, or I must help them decide not to go there." That mindset operates with dignity, integrity and value for the customer, and fosters long term relationships and a huge referral base. Failure to do so costs the salesperson and everyone else in the sales community.
So look around at the sales people in your office. If there is a rep who is consistently on top of the leader board and has been for a long time, watch how he/she does it. My bet is their customers love them. This is why.
Next, the Holy Grail on how you do it.
Respectfully submitted,
Michael D Goodman
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