Get Inside Your Customers' Heads and Then Watch the Sales Roll In
“Get Inside Your Customers’ Heads and Then Watch the Sales Roll In”
The Eight Roles of Selling
- The Student. Study how changes are affecting your prospects and find opportunities where you can add value.
- The Doctor. Ask questions that diagnose your customers’ discontent and uncover their needs.
- The Architect. Design unique solutions that simplify your customers’ research while setting the ground rules in your favor. Translate tangible concepts of what they need into more definite buying criteria.
- The Coach. As your prospect compares your offering to that of the competition, your goal is to defeat your opponents without cutting price.
- The Therapist. Draw out fears and help resolve them. The closer people get to making a major commitment, the more they focus on the future consequences. Look for indications that the prospect is nervous.
- The Negotiator. The goal is to reach a mutual commitment to open a relationship, not to hammer close the sale.
Key point: Prepare to negotiate by determining what you want from the agreement and by generating a list of high-value concessions other than price.
- The Teacher. Immediately after a sale, help the buyer get a clear understanding of his expectations to know when and if value has been achieved.
Key point: Make sure your customer knows how to use your product or service.
- The Farmer. The role of the farmer is to cultivate satisfaction and to grow the account. Get closer to your customer during the sales process—and after as well.
Writer: Kevin Davis is president of Kevin Davis Selling Systems LLC, Danville, Calif., which provides sales and sales management training programs to corporations; www.customershead.com.