Win When Your Customer Does
Selling is personal.
The most successful sellers believe that they can make a difference. They take their business personally. They’re convinced that their solutions will produce value for their customers. They know their company’s competencies well, have invested time to learn their customers’ needs, and have aligned their competencies to achieve customer goals.
Buyers have stated and unstated needs; the unstated ones are personal. Buyers want to believe that sellers care, but there is bountiful evidence that this is a false hope. They want to talk about their goals, but don’t trust that sellers are listening or can deliver. Ultimately, buying decisions are made for personal reasons, and later justified with logic.
A productive seller recognizes that the buyer must be convinced that he or she is more interested in making money for the buyer’s company than in taking money. This makes the proposed transaction very personal because it’s built upon an evolving trust relationship between the two.
Trust is earned when buyer is convinced that seller is invested in the proposed solution, and wins when the buyer does. Winning proposals incorporate this concept…we win when you win.
How do you ensure that your solutions communicate “we win when you win?”
How does your management of sales personnel nurture relationships with your customers?
