SuperSTAR Sales by Rick Conlow

Author:Rick Conlow
Language: eng
Format: epub
Publisher: Red Wheel Weiser
Published: 2013-01-15T00:00:00+00:00

2. What are two or three things that you think would be important to take into consideration when putting together a call outline, e-mail, or letter in the future?

3. What’s one thing you learned during this process that you hadn’t previously considered?

4. How will you apply that learning in the future?

5. What was difficult when you were creating this real-life sample?

6. What did you enjoy about creating a real-life sample?

DAY 12

Identifying Needs

Focus on the customer instead of yourself! Just as we are, customers are motivated by what they need. So, identifying needs successfully allows us to give the customers what they want, which ultimately means that we get what we want, too. Focus on your customer, not your sale.

Nearly every customer’s purchase is an attempt to solve a problem or satisfy a need. This step is one of the most important because, if it’s done properly, it positions you to address real, viable, high-priority customer needs. If it’s done poorly, your presentation will likely be scattered, disorganized, and arbitrary. This step can transform an average sales professional into a consultant who’s able to offer high-impact solutions instead of razzle-dazzle remedies that say all the right things but fail to deliver anything. This step is about identifying and addressing the customer’s priorities.

To understand the physical and personal concerns of the customer, you can strategically ask the customer questions. An outcome is successful when a product or service is identified as the solution to a customer’s concerns or objectives. This step should answer this question: How can I listen more effectively to understand the customer’s real needs?

Pull, Push, and Move Away Strategies

As salespeople reflect on the influence they have on customers, they ought to ask: Do I know what it would be like for me to be on the other side of my sales efforts? In other words, can you determine how you affect others?

To have a positive influence means that your approach is constructive and respectful. This means that you don’t have any hidden agendas, but that you have integrity; you believe in your goals and what they represent. There are three different strategies to explain the different ways of navigating communication:

Push: Whenever you are advancing your own agenda, you are using a push strategy. You are willing to tell others directly what you want, persuade them, convince them with evidence, or entice them with logic. Essentially, if you are focused on accomplishing your own agenda, you are in push mode.

Pull: Whenever you are authentically establishing common ground, actively listening, or supporting areas of agreement, you are using pull energy. You are willing to be influenced by others when you’re in this mode.

Move Away: We can move away for two reasons. If we temporarily disengage, we are typically trying to think, refocus, or buy time, with the intention of returning our attention at some point. Examples include walking away from a car dealer during negotiations, and taking a break when tension escalates during a meeting. The second type of moving away

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