"Always Be Adding Value" Beats "Always Be Closing" As The Mantra Of Top Sellers
I Prefer To Buy
From Someone Who Genuinely Wants To Add Value
Most
sales people say that their goal is to add value, but for those whose "always
be closing" actions speak louder, I doubt their sincerity. For example, during early stage meetings if
they begin their presentation before really understanding my needs and what I
want to accomplish, I sense a transactional sales rep. My antenna are now
up. If they use price discounting as a
closing tactic, they might not realize that their discount might pale in
comparison to the overall benefit that I would derive from a value based
solution. Also, if they don't stay in touch when I don't have an opportunity in
their sales funnel I probably won't retain mind share about them and consider
someone else next time a buying situation arises.
I
get turned off when I feel that someone is always closing me to the next step
in their sales process. This outdated
sales technique, taught by their sales managers, is not an authentic trait. Instead,
I'd prefer to be persuaded to the next logical step in understanding how they relate
value to what they've learned about me and my company.
Today's
buyers are not only smarter due to self-service research but also when it comes
to spotting self-serving sales tactics.
By the time these buyers have contacted your sales rep, they probably
know more about your company and its industry than the rep does.
In
summary, recruit and teach sales reps to "always be adding value". Only when they reach this point will they have earned the right to ask for the order. This will earn you repeat business and
referrals.
By John Bernardi
By John Bernardi
