Darren Fleming (pictured below) is a speaker and trainer who helps salespeople sell more at a greater margin. He is the author of Better Positioning, Deeper Conversations, More Sales. In this guest post, Fleming offers some surprisingly simple sales tips to get the customer over the line…
In the world of psychology, the concept of self-interest bias is useful in predicting behaviour. When all things are equal, we will take action to serve our self-interest over the interests of others. While this sounds obvious, many salespeople overlook this and focus on their interests – what they want to sell – not what the customer needs help with.
Focusing on your own interests is at the heart of relationship. In essence it is about building a relationship so you can sell them something. The problem with this approach is there is no benefit to the customer.
When your salesperson says, “If you come to us you’ll have a first rate relationship manager look after your account to get the best product, service and price’, what they hear is, ’Go through the headache of changing suppliers and end up with what my current supplier promises.”
Relationship selling is a fantastic lock-in strategy, but it’s a terrible get-in one.
Relationships will always be important, but in this time-poor, ultra-competitive, margin-squeezing world you need more. You have to offer something of value to first get in their diary and then win their business. This is the new way of winning people over.
At the simplest level, relationship selling is about being likeable. Be a nice person, offer great service to match your great product, and if you stuff up, fix it fast. To this end you’ve either got a strong relationship or a weak one. But if all sales people have strong relationships and a great product then there is no compelling reason for the customer to change. You’ll even find it difficult to get into their diary.
To go beyond the relationship you must offer some value. The easiest way to do this is to solve a problem.
Every business has problems. Their problems relate to production, distribution or a multitude of other areas. If you can help solve one of these problems you are seen as valuable. This gives them a reason to see you.
If you want to win a customer over, value is the new black. Value will win out over relationships every day when it comes to landing new business.
How Customers rate value and relationships
If the customer sees your rep as a likeable person, but does not think they offer value to their business they will dodge them. When your sales person calls asking for an appointment, the customer avoids committing. They state that it’s a busy time of year, but to call by anyway and if they have time they will see them. When customers do this they are keeping you as a second tier supplier to be used in time of emergency.
While this is not great, being liked and offering no value is still better than not being liked and not offering any value. Here the customer simply blocks the sales person. They ignore the calls, delete the e-mails and bin your brochures.
However, if your sales team leads with value they will have a much greater chance of getting an appointment.
Even if there is only a weak relationship, if your sales rep offers value the customer will permit your reps to come onsite. They will listen to the value they bring and decide if it is good for them. If they like what they see they may buy and the relationship can start to grow.
The most desirable place to be is where you offer value and have a great relationship with the customer. Here they want to see you. The signs that say ‘Reps will be seen on Tuesday by appointment only’ do not apply to your team as they offer value to their business.
To win customers to your business you need to focus on value. The relationship you offer is only important if they have a reason to want to see your reps. When they can identify the value your business offers there will be a reason for them to speak to you. It is from here that you can build the relationship to win them over.
Integral Ad Science (IAS) has announced it is the first verification company to integrate with Google Ads Data Hub (ADH), Google’s privacy-focused data platform for advertisers. The IAS integration provides advertisers viewability, ad fraud, and brand safety measurement for YouTube via ADH. While IAS does not collect or use any private audience data for delivering […]
Last night’s Australian Ninja Warrior finale crept back over the million-mark, pulling 1.098 million viewers for broadcaster Nine. Not that we’ve seen the end of the ovelry athletic programme: a two-part special event, Australian Ninja Warrior: State of Origin, begins next Sunday. Ninja was the best of last night’s entertainment shows according to OzTAM metro […]
Google creative director Tara McKenty founded Rare in 2017 as a way to empower underrepresented groups across the tech, media and creative industries with the tools to drive more inclusive cultures. The two-day leadership masterclasses deal with issues such as unconscious bias, marginalisation and prejudice in the workplace in a way that ensures to promotes […]
Ad Standards confirmed today that it has appointed Mr Richard Bean as an interim Independent Director for Complaints Handling, to supervise the work of Ad Standards’ community panel and industry jury, after its former CEO left in June. “Richard has held senior management roles in both the private and public sectors. As a former Deputy […]
Bravery and courage come in a lot of forms, but Mindshare CEO Katie Rigg-Smith says one of the bravest things women (and men) can do is continue to hold truth to power, no matter how difficult that might be. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who […]
Radio is alive with possibilities for advertisers in the next phase of the commercial radio industry’s Radio Alive campaign, which promotes radio’s key strengths in delivering real results for Australian businesses at a time when they need it most. Showcasing radio’s strong reach, exceptional speed to market, ability to target new and existing consumers and […]
Ad Standards has appointed Richard Bean (main photo) as an interim independent director for complaints handling, to supervise the work of Ad Standards’ community panel and industry jury, after its former CEO left in June. Ad Standards Chair, Mr David Scribner said: “Richard has held senior management roles in both the private and public sectors. […]
The drunk antics of customers in a fast-food restaurant at 11pm would probably give most burger chain marketers more heart palpitations than one of the greasy triple cheese burgers. But not so Burger King Brazil, who has cobbled together iPhone footage of customers behaving very badly and turned it into a wonderful new spot spruiking […]
Half of Aussie marketers are waiting for better times before committing budget and shift to online set to accelerate, a new study by the AANA has found. Some 68 per cent SMBs and 87 per cent of large businesses still have marketing related spending budgeted for the next six months according to new research commissioned by […]
Nine’s annual Upfront presentation is going virtual for the first time, with the 2021 event showcasing Nine’s television, radio, digital and publishing slate for the year ahead. Nine will use its virtual 2021 Upfront showcase to illustrate the way it works with partners in the short, medium and long term as society and business finds […]
A police recruitment ad has been pulled – and subsequently lampooned – for looking too much like an action movie and nothing at all like the day-to-day duties of the average police officer. The recruitment video for Guernsey Police has been taken down after being mocked on social media for the way it portrayed a […]
Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]
Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]
Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]
ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]