Why not create bonds, build trust,
and generate a referral base by giving clients what
they
need?

Last month in the “Getting Prospects” article I touched on asking questions and listening to answers in order to find out the needs of the prospect and/or client. This month I’ll dig a little deeper into the subject.

Adding value or the common phrase, creating a “value proposition” really comes down to – what are you adding to your client or prospect’s business or life that will help it and/or them function more effectively, efficiently, and/or make more money and profits.

Almost every salesperson has a tendency to tell the prospect or client how great their product or service is without fully understanding the reason the buyer would even entertain purchasing from them in the first place.

Behind every purchase is a myriad of reasons why the buyer might consider spending their time and money to sign the purchase order. Often the impetus is not on the salesperson’s radar screen. For instance, did the salesperson take the time to find out what the buyer’s current business and personal life was like (without getting too intrusive)?
Probably not. Small talk can give salespeople big insights. Perhaps the buyer is under pressure to bring up his or her numbers and a specific product or service that the salesperson has at their disposal would be an effective tool in helping him or her do just that.

While the normal sales process calls for the salesperson to extol the benefits and features of their product or service in order to eventually strike a chord within the buyer’s brain. The more efficient method is to first find out what’s happening with the buyer and his or her organization.

Maybe the buyer just got married and now has the added pressure of a new mortgage, or perhaps there’s a new mouth to feed. It’s possible that he or she is into status and they sure would like to exceed their goals so they can buy that fancy new car. Maybe impressing friends with front row seats at the game or concert motivates them. It’s even possible that they’d like some time off and one of the arrows that the seller has in his or her quiver could help them reach that goal quicker.

Knowing what motivates the buyer is the secret to adding value. Value is a concept and each person and/or organization has a different view of it. If the salesperson doesn’t take the time to address the “value proposition” in the buyer’s mind they’re wasting a lot of time and money. It can even help in dealing with price objections and the price/cost differential (a subject in an upcoming newsletter).

The life of a salesperson can be tough enough without using all the techniques they have at their disposal. Why not spend a bit of time before the sales call making a list of questions to ask the potential buyer that would enable a more in depth understanding of the pleasure and/or distress needs of the buyer. Would a shoe salesperson spend an hour bringing out a variety of sizes for their customer to try on…of course not! They’d measure their feet first. And they would ask them questions about what type of shoe or boot they’re looking for (casual or dress) and why, invite the customer to look around the store with them, or on their own, and then and only then would they begin to bring out the styles that fit their needs.

Whether the salesperson is selling manufacturing equipment or web services, landscaping or entertainment venues, if they don’t measure the buyer’s needs, they can send them boat loads of information all day and night and it’s still not going to work. Adding value is sending page fifteen and thirty-two of the company’s catalogue because they’re the pages that address the buyer’s needs. Sure the salesperson can send the entire book but if they don’t mark the relevant pages trouble awaits.

When the seller takes the time to ask questions and address the needs of the buyer a trust and bond begins to form. Since we live in an attention-starved society, paying attention to the buyer when they confess their surface and deeper needs (business and/or personal pleasures and distresses) can be a refreshing oasis in a desert of talking (and not listening) salespeople.

Adding value is the comfort of knowing that the seller has accommodated the buyer by responding to them without superfluous self-serving nonsense. It’s targeted. Sometimes it may be a narrow target and sometimes in may be a broad one but it’s only valuable if it hits that target…the buyer’s not the seller’s.

The salesperson that becomes proficient at adding value also becomes successful at building a solid referral base, loyal clients/customers, higher retention rates, and at cultivating a trust level that completes a circle. While the salesperson spent his or her time adding value for the buyer, the buyer has added value for the salesperson.

It’s really that simple (and habit forming!); listen, respond, build trust, address needs (distresses and pleasures), follow-up, stay in touch, and address additional needs as they appear. Adding value once will only work once. Adding value consistently will result in consistent value for both the buyer and the seller.