The Transparent Sale

The Transparent Sale

I know this is no surprise to you, but skepticism and cynicism have dominated our culture. 

Even in the current times of chaos, where compassion and empathy are abundant, there is still as much resistance to the "salesperson" as ever.

Recently, I reached out to a client and friend and without even thinking, the client ignored my name and thought I was a telemarketer. Key phrase: without even thinking.  

So yes, cynicism and skepticism are rampant and resistance to selling is as much of a challenge as ever. In some ways, it's an even more substantial issue because everyone is understandably sensitive about whether it's okay to sell right now or not. 

So what's the answer?

Is it okay to sell or not?

How do offer our solutions without triggering resistance and resentment?

Well, one answer that many professionals are embracing right now is to simply not sell.

They've limited their outreach and conversations with potential clients.

On the opposite extreme, others seem to be largely ignoring the situation and are still trying to prospect and sell as they always have.

So...how can you change your approach both when prospecting and when making your sales presentation to get past the high barriers of cynicism and skepticism that virtually every prospect puts up in front of you? 

Well, I'm glad you asked...leverage transparent selling.  

Simply put, the process is all about being direct with your prospect and articulating to them (in the proper way) that you believe that the prospect and yourself has something the other wants and that if they agree with you, you'd like to initiate the trade.

It's about being honest and upfront and empathetic when you're prospecting and selling. It's about having an authentic and genuine belief that what you are offering to them will improve the condition of their life - now more than ever. 

Without these traits, transparent selling will be very difficult for you. So, let's assume you do care about the people you serve and the outcomes you help them create with your insurance products and solutions. 

What is the transparent selling process?

While this process is simple, you will probably find it very uncomfortable at first. That said, suspect your results will motivate you to continue using it.

Step 1 - Establish A Relationship. You and prospect must have a clear and properly defined understanding of the roles you each are playing. The prospect should not see you as a salesperson but rather an advisor and facilitator. So the question is: what role are you playing? Are you actively focused on service or the sell? You should not see the prospect as someone you can sell something to but rather as someone you MIGHT be able to help. If you can't truly help them, then don't - and tell them that upfront.

Step 2 - Educate Your Prospect. To determine whether or not you can help this prospect, you must educate them on their situation by helping them uncover needs and desires they have or may have later. Right now, their needs/challenges should be crystal clear, so begin there. Beyond the here and the now, you could leverage an assessment or needs analysis process. You must have integrity here and address the real issues the prospect has. It's easy sometimes to assume the prospect has certain problems without asking them first.

Step 3 - Demonstrate Your Capability.  Once you have educated the prospect and identified challenges to overcome, you must present your abilities and capabilities to helping him solve his problems. A description of solutions along with case studies and success stories are great ways to illustrate how you could help him.

Step 4 - Recommend Specific Action.  After you've made your capabilities clear, you need to provide a specific recommendation of action to the prospect. What specifically (in your expert opinion) should he do now? The key is to NOT sell the solution you want the prospect to buy, but rather offer the opportunity for the prospect to buy the solution that he/she believes will best serve them. It's all about where your focus is - yourself or your potential client.

Step 5 - Facilitate The Solution.  Assuming the prospect believes you and trusts you (which he/she should if you've followed this process), you must facilitate the solution. In other words, you help him access what he needs to solve his problem or address his challenge. This is not selling - there is little to no persuasion necessary at this time. It's the prospects choice, and you are merely providing access. You do not sell, you facilitate the purchase of the solution - there is a meaningful difference.

Step 6 - Evaluate Their Condition. Finally, after the solution has been accessed and is in place, it is appropriate to evaluate the prospect's new condition. Are they satisfied? Do they have other concerns or needs? If so, can you facilitate a solution for those issues? If you can't, can you make a professional referral? When the prospect becomes a client - that is not the end of the process, but rather, the beginning. 

This is the framework of The Transparent Sale. These actions mixed with a very clear, articulate and authentic approach will give you a substantial competitive advantage.

Ultimately, The Transparent Sales Process is all about two keys: 1) who's needs you are focused on, and 2) making it as easy as possible for the potential client to make a decision to buy your solution.

For more insights like this and to collaborate with growth-focused professionals and business leaders, join the new group BREAKTHROUGH here.

Scott Cantrell is the founder of Smart Solutions Media, a firm that help business leaders and professionals attract better prospects and acquire more profitable clients even if they are just struggling to keep their existing clients.