Connecting With Your Buyers
Connecting With Your Buyers
Early in my sales career, I learned that people ultimately buy from people they like and trust. Likeability and trustworthiness are at the foundation of most buying decisions. When buyers are asked why they selected a particular supplier, their response is often, “I trusted the salesperson and what she was saying.”
So, how can we improve our likeability and trustworthiness? While several traits like charisma, charm, and friendliness are intrinsic, there are other things we can do to improve these areas immediately:
• Listen more than you talk: Your buyers are looking for trusted-advisors, experts and consultants. Too often, salespeople talk themselves right out of the sale. You flatter your buyer by listening intently. One method I use is the “playback” technique. After I have listened to the client for an extended period of time, I will say, “So, Bob, if I understand you correctly, it sounds like you have two or three concerns with your shipping process.” Then I list the concerns Bob stated. This clarifies his needs and shows him I was listening.
• Use your warm eyes and friendly smile: A friendly smile can disarm your buyer and help build a strong trust-bond. Warm eye contact reveals your authenticity and approachability.
• Focus 100% on your buyer: It’s not about your agenda or presentation; it’s about your buyer’s needs, wants, and pain areas. Ask open-ended, high-yield, thought-provoking questions to let your buyer know you’re interested in their agenda.
• Under promise and over deliver: Integrity and seamless follow-through are at the heart of trust-building. Aim to exceed your buyer’s expectations by delivering more than they expect.
• Lighten up!: Take your job seriously, not yourself. If you’re an intense, high-octane person, ease up a bit. Find commonality with your buyers and maintain a low-key disposition. This approach will enhance your likeability, lower your buyer’s guard, and improve trust.
Connecting With Your Buyers - To learn more about this author, visit John Naples's Website.
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Connecting with Your Buyers
Early in my sales career, I learned that people ultimately buy from people they like and trust. Likeability and trustworthiness are at the foundation of most buying decisions. When buyers are asked why they selected a particular supplier, their response is often, “I trusted the salesperson and what she was saying.”
So, how can we improve our likeability and trustworthiness? While several traits like charisma, charm, and friendliness are intrinsic, there are other things we can do to improve these areas immediately:
• Listen more than you talk: Your buyers are looking for trusted-advisors, experts and consultants. Too often, salespeople talk themselves right out of the sale. You flatter your buyer by listening intently. One method I use is the “playback” technique. After I have listened to the client for an extended period of time, I will say, “So, Bob, if I understand you correctly, it sounds like you have two or three concerns with your shipping process.” Then I list the concerns Bob stated. This clarifies his needs and shows him I was listening.
• Use your warm eyes and friendly smile: A friendly smile can disarm your buyer and help build a strong trust-bond. Warm eye contact reveals your authenticity and approachability.
• Focus 100% on your buyer: It’s not about your agenda or presentation; it’s about your buyer’s needs, wants, and pain areas. Ask open-ended, high-yield, thought-provoking questions to let your buyer know you’re interested in their agenda.
• Under promise and over deliver: Integrity and seamless follow-through are at the heart of trust-building. Aim to exceed your buyer’s expectations by delivering more than they expect.
• Lighten up!: Take your job seriously, not yourself. If you’re an intense, high-octane person, ease up a bit. Find commonality with your buyers and maintain a low-key disposition. This approach will enhance your likeability, lower your buyer’s guard, and improve trust.
Connecting With Your Buyers - To learn more about this author, visit John Naples's Website.
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