May 2, 2012
Transparency Builds Relationships and Results
A sale is the end result of all the business processes we implement correctly. These processes include letting people know who we are, what we do, and the valid reasons why we should be considered as their supplier. Sales come about due to a number of factors, but the number one technique is to understand your prospect’s perspective prior to ever beginning to sell. Building the relationship first by getting to know one another well will bring about better than anticipated results.
The manner in which we communicate is what will detract or attract interest in us and in our business. If you have ever had the experience of attending an event where you met new people, some of whom you either immediately liked or disliked, you will more easily understand to what I am referring. Likewise, entrepreneurs will be far happier when they pay close attention to those whom they find to show the most interest and to whom they feel the strongest attraction.
Given that marketing, branding and sales can be full time occupations, it is a wise move to focus on those to whom you are automatically drawn and from whom you wish to learn more. You will eliminate wasted time chasing something that most likely will not happen while increasing the joy and reward of doing business. This concept applies not only to in-person networking but online social media too.
Think about the annoying tweets you receive. Most likely you simply ignore them. But when you see a tweet that appeals to you, do you click on the person’s picture to learn more about them? This is precisely one of the methods I have used to build a sizable following. My fellow tweeters and I hold mutual admiration for one another reflecting this premise by re-Tweeting one another and incorporating the #Follow Fridays into our weekly routine.
When it comes to social media, the traditional push-selling no longer works. Instead it is the attraction marketing that gains much momentum. Recognition of what it was that motivated your clients to initially purchase from you in the past will provide insight on what to deliver now in your tweets, posts, blogs, articles and videos. In fact, all methods of communication should provide valuable content that empowers others. This is what will attract increased attention and ultimately sales.
Utilizing as many methods of communication as possible will enable you to reach many more audiences and potential clients. Each service and product you offer should be able to stand on its own merit but at the same time all of them collectively should support one another. Communication methods should work in the same manner. Given the interest cross-over, the audience potential becomes almost limitless. A combination of 10 formats to get your messaging out brings about over 3.6 million possibilities. This is found by multiplying 10 x 9 x 8… all the way down to 1. By using this approach for everything you do, including the number of products and services, your name and business become noticed remarkably well. One particular theme comes to mind as I write this: Public Relations Professionals claim, “You need to get noticed, remembered and referred.”
The argument becomes, if I give away all of my information, no one will need to hire me. In fact, the opposite is true. By providing samplings of what you have to offer, your expert advice will attract people, bringing noteworthy attention to your brand. Trust begins to build, as do new opportunities in the form of requests for a variety of your services.
Trust and relationships are further built by asking pertinent questions. Listening to the answers, and clarifying anything that is not entirely understood demonstrates your honesty and sincere desire to deliver your best. The key is to delve into the intended client’s needs, wants and deep down desires. Are they facing problems that give way to further ramifications? Are you able to resolve some of these? If money is not a problem, what extras would they hope to see? Your job is to play detective by asking relentless questions until you see the entire picture and can help put the pieces back together again in perfect order.
One of the major outcomes entrepreneurs should strive for is to transform their clientele into their sales force. Ultimately the goal is to earn repeat business, referrals and testimonials. The process begins the moment you meet someone new and reflect a warm smile. Patiently building the relationship leads to a long lasting friendship as your prospects become new friends. If you listen carefully throughout the sales cycle and over deliver on expectations, your clientele will voluntarily let everyone know about the excellent job you did and provide outstanding recommendations.
You now have the secret ingredients for the Smooth Sale!
Elinor Stutz, CEO of Smooth Sale, LLC, (800) 704-1499, www.smoothsale.net. Open View Labs selected Stutz to be in their “Top 25 Sales Influencers for 2012.” Elinor authored the International Best-Selling book, “Nice Girls DO Get the Sale: Relationship Building That Gets Results”, Source books and the best selling career book, “HIRED! How to Use Sales Techniques to Sell Yourself On Interviews”, Career Press. She provides team sales training, private coaching and highly acclaimed inspirational keynotes for conferences. Elinor is available for consultation.