There’s this belief that in order to convert a prospective client into a paying client that you need to “sell” them on your product or service. This couldn’t be further from the truth! The sales process is actually a relationship process and the quicker you can develop this with a prospective client, the quicker (and easier) they will become a paying client.
Think about the last time you walked into a store to buy something you really wanted. You had every intention to purchase whatever it is you went in for. And then it happened — that “sales guy” came over to you and started his obnoxious sales pitch that just completely turned you off. Regardless whether or not you ended up buying whatever it is you came in for, did that visit to the store feel good to you? Probably not. That’s because the sales person you interacted with didn’t bother developing a relationship with you and just focused on selling to you. People don’t like to be sold to but they love to buy and the only way to make this happen quickly is to build a relationship with them and develop a sense of trust. Trust is present when the other person absolutely believes that you have their best interest in mind. This should be the ultimate goal with each and every person you interact with.
Beyond building relationships and trust, you also need to talk about the value your product or service provides. At the end of the day, regardless of how many fancy features your product has or how amazing your customer service is (which is something every business feels compelled to brag about — shouldn’t this be a given?!), the only thing your clients care about is what’s in it for them — the value.
So stop thinking that you are “selling” your product or service and start looking at it as offering incredible value to your clients that you’d be remiss not to offer them and start focusing on building relationships and developing a sense of trust. These small changes to your mindset and the way you conduct business will make a huge impact on the way you interact with your clients and ultimately, result in more sales.
© Kevin Wunderly 2013