Don't Sell!

You have heard my mantra before. But recent feedback makes me think I cannot stress this approach enough. Simply put, we DON"T Sell. WE CONSULT. For this month's newsletter, I am revisiting our foundational principle. It is really a mindset, executed by best practices learned over the years. Let's talk again about helping you take a long-term approach to gaining trust by serving as a true consultant to your clients.

Let me know what you think. 

 DON'T SELL! 

 I know, this advice feels unorthodox. After all, our careers are all about selling, and you were hired to sell services and products to people. The thought that you would help a client avoid an investment may not make sense. However, maybe you understand what I am referring to, and have been able to reap rewards in the form of TRUST.

Let's say you are a capital equipment sales consultant. Your customer has two existing older machines. Those machines may or may not have been purchased from your company, but your client calls to ask you about providing a third machine.

Rather than starting the printing presses for quote preparation, you inquire about your client's needs. First and foremost, if it is clear that your product will not meet his needs, you bow out! But if you think you can help, you ask whether there is a way to avoid buying machine #3. You may say, "Before we go down the road toward machine #3, may I suggest we give some consideration to postponing a decision on machine #3? For instance, have you investigated ways to increase the productivity of your existing machines 1 and 2?"

Or you may offer, "Another thought is that your biggest cost constitutes the labor to run the machines. Buying machine #3, therefore, should be avoided if possible. Perhaps replacing one machine with a state-of-the-art, high-volume product is worth considering."  No matter what your client ultimately decides, you have just made a huge deposit into the National Bank of Trust.

I can cite two examples to demonstrate how I utilized this approach. In the first case, my client agreed that purchasing a third machine was not in her best interests. She agreed that the costs associated with renovation and ongoing operational requirements were too steep. She instead upgraded machine #1 and replaced machine #2 with my company's equipment.

In a second example, my customer upgraded his existing machinery and involved me in other strategic business decisions facing his company. This ultimately led to significant subsequent business for my company's benefit. In both above scenarios, competition was minimal.

Stepping back for a moment, you may remind yourself of the ultimate goal in this customer interaction. Your goal is to earn LONG-TERM, STRONG and TRUSTING RELATIONSHIPS! Be different than the other reps who only understand short-term results! To fully understand the power of helping customers avoid a purchase, you must fully appreciate the long-term value of gaining trust with your customers.

As a true consultant you should work with all your customers to help them avoid major "headaches". Buying unnecessary equipment, solutions or services would ultimately cause headaches. If you accept the long-term goal of earning trust, you will find that your customer will become interested in sharing her business objectives and strategies with you. In the example I've presented above, your customer may respond to your inquiries by convincing you that she and her company really need machine #3. Roles may even be reversed while she becomes more persuaded that another purchase is required and will benefit her business in the long run.

Let me provide one additional example of when it is appropriate to help your customer to NOT buy. Trust Triangle Selling workshop attendees know that very early in your engagement with a new prospect it is essential to ask the most powerful question, "How Do You Define Success For This Project?" The answer to the question provides an opportunity to position the 4 Keys to Successful Projects. If your prospect lacks any of the 4 keys, and balks at your attempt to obtain the answers you need, it sends an alarm that this project is headed for disaster. Time for you to help the customer to not buy until he gets his ducks in a row.

The bottom line is that taking a long-term approach for your client's benefit results in a win for both of you. That's still what it's all about.     

Good Selling!