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Buy-in before you Sell-in
| Guest post by: Trent Leyshan |
Article Overview: If you are going to cold-call either over the phone or in person as a way to generate business - first make sure that you're ‘buying-in' and not ‘selling-in!'
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Free Download - Find fear before it finds you By Trent Leyshan |
Buy-in before you Sell-in
If you are going to cold-call either over the phone or in person as a way to generate business - first make sure that you're ‘buying-in' and not ‘selling-in!'
Words are meaningless without emotion and emotions are very hard to experience over the phone. In fact, over 50% of communication is achieved via non verbal cues, such as facial expression, gesture and posture.
That means most telephone cold-callers, even the really good ones, are still limited by these phone related challenges. So be mindful, if you are choosing the telephone as your initial point of contact and introduction with a potential customer, you are already on the back foot, which means you need to work smarter.
Don't cold-call unless you are ‘buying-in' with your customers. That means; understanding when they pick up the phone they are expecting a buyer or at the very least someone that is going to add-value to their lives, not a selfish salesman - so don't disappoint them - buy-in first!
Buying-in' is an empathetic approach to selling that enables you to cut-through to your customer's feelings and see the world through their eyes. This requires taking a genuine interest in them and their best interests. Moreover, how you can help them achieve their goals and aspirations in some way. Make sure your introduction and subsequent dialogue is all about helping the customer. You have to demonstrate you are ‘interested' to be ‘interesting.'
Certainly enough, so you don't hear, more often than not, the response; "Sorry, I'm not interested, good bye!" What the customer is really saying is, "You have not demonstrated you are genuinely interested in me or my wellbeing enough for me to be interested in listening to what you have to say."
For many companies ‘buying-in' is too hard. They just don't make the time, nor do they possess the desire to create and develop ‘meaningful' relationships with customers - the dialogue is all about them and little else. Before you make your next cold, warm or hot call, ask yourself: Am I genuinely calling because I am interested in helping and contributing to this person or company in a positive way? Or am I simply calling to push my own agenda and make a sale to get paid?
If your response is motivated by the latter, I recommend developing a new and compelling sales conversation that enables you to ‘buy-in'.
I also, suggest you (and other sales team members) would greatly benefit from regular sales training and coaching that develops you to engage and lead customers to a place where positive testimony and referrals are born.
Then you will enjoy cold-calling more, and you won't need to call as much - your customers will call you.
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Article Tags: sales training
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About the Author: Trent Leyshan RSS for Trent's articles - Visit Trent's website Trent Leyshan is founder, CEO of BOOM! A leading international sales training company that specialises in the development of inspirational sales cultures, leaders and salespeople. Early in his career Trent was head tradeshow spruiker and sales manager for Australia's most flamboyant TV salesman, Big Kev. He has since driven two of his own companies from lounge room operations into market leaders. And led sales teams in leading new media and advertising agencies. Trent is a sought after expert and facilitator on sales performance and strategy. He is the Author of sales book, The Naked Salesman: How to walk the talk and sell your way to success! BOOM! develops sales training strategies and delivers inspiring learning experiences for some of the world's most successful and demanding sales driven organisations. Empowering them with modern skills and tools to effectively engage with customers and build stronger and more valuable relationships.
Click here to visit Trent's website   Three types of sales teams cultures How can I improve that first cold contact with a potential client How to be a high performance leader When does no mean no Whats under your salesbonnet Part 2 |
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