As a Sales Professional, are you spending more time “selling”, or are you spending more time “inspiring”? If you are not sure of your answer, there is a simple way to test that question to get your answer. In any given selling situation, there are four areas that you can place the majority of your emphasis on. These four areas are:
1. Yourself. Do you spend a great deal of time talking about yourself, your qualifications and your abilities?
2. Your Company. Do you spend most of your time talking about how great your company is?
3. Your Product or Service. Do you spend most of your time “pitching” or “presenting” your products and services?
4. Your prospect. Do you spend most of your time talking about your prospect, their wants, their needs and their values?
If your answer is numbers 1,2 or 3, then you probably spend the majority of your time “Selling”. If your answer is number 4, then there is a good chance that you spend most of your time “Inspiring”. In any selling situation, you should be putting your emphasis on your prospect, or your customer. People don’t want to be sold, that want to be inspired to buy. If you are putting the majority of your time and emphasis on yourself, your company, and your products or services, you are missing the boat, because you are probably working too hard at “Selling” your prospect. If you are putting the majority of your time and emphasis on your prospect or customer, then congratulations to you, you are probably “Inspiring” your prospects to buy.
Yes, you must talk about yourself and your credentials. You must talk about your company and how your company is capable of handling the business. You must also talk about your product or service and how you have the best product or service on the market. However, when you are talking about these things, it should always be in reference to your prospect or client, and how these things will benefit them. The emphasis of each question you ask and every statement you make should be placed on the prospect. What it really boils down to is asking a great number of questions and making a great number of benefit statements. Your entire sales call should be revolved around your prospect, rather than yourself, your company, or your products and services.
I have two exercises that can help you with this. First, come up with a list of 20 questions that you will ask on each and every sales call. This will get you talking about your prospect more, and it will get your prospect to open up. Second, when presenting your own personal credentials, your company credentials, or your product/service, try doing so without using the words I, me, my, we, us, our. Try not to use these words at all. This will force you to make your presentation more about your prospect, and you will begin putting your emphasis in the right place!
-The Sales Leader