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Mercury Professional Development, Inc. | Phoenix, AZ
 

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Customer Relationships

Dear Mary: I’ve been in sales for 4 years. Yet I still struggle to navigate effectively between a transactional sale and a relational sale. How can I effectively bond with my prospects to tilt my sales engagements to be more relational?

--- Selling at the surface

Dear Selling at the surface, We are all familiar with transactional sales- we do it all the time. We might purchase something from a big box store– arrive, shop, stand in line, pay and leave. No relationship established. It’s all about the transaction.

 

Are all of your customer facing staff prospect aware? Do they know what cues to listen for that may point to additional growth opportunity?
If you’re like many of the successful companies we talk to, the answer may be no. We all know that growing our business with our existing clients represents one of the most direct opportunities. However, all too often, our staff that is directly in front of the client on a regular basis are not prepared or trained to be prospect aware.

Do you know how to get your prospect to listen to you? When you're on a cold call? When you're at a networking event? First technique. Break their habit loop with a pattern interrupt. .....

Mario was well ahead of his monthly quota, so he was surprised when Jane, his sales manager, asked him to set a higher sales target for the quarter
During their meeting, Mario smiled and said, “I thought I’d get a gold medal after the good month I just had – not a higher target!”

ARE YOU MISSING THE EASIEST SALE OF ALL?

 

People want to buy, but the don't want to be sold to. Successful professional sales people learn detailed bonding and rapport techniques to help their prospects feel comfortable and in control. Use your bonding and rapport techniques, in combination with a solid understanding of the prospect's psychology to build and sustain trust. With a trusted relationship, you can ask the probing questions that will enable the prospect to buy.

Is Your Team Delivering on Your Customer Service Promise?

When you use active listening in the sales process, you understand the prospect better, and compliment the prospect by 'hearing' them.

Understanding our prospect's behavior and decision process helps us be more effective. Technology professionals are often analytical types. Knowing how they behave and process information helps us sell naturally to their style.

Maria was quite certain she’d laid the groundwork for a really big order. Her prospect, Bert, was asking lots of questions during her presentation. He was smiling a lot. He was nodding his head. He was sending all kinds of classic “buy signals.” Eventually, Maria learned from Bert’s assistant that her company had lost the deal at the last minute to a competitor. What happened?

Investing time to learn about your prospect before “pitching” your product helps build rapport and trust. When you understand your prospects, it’s easier to understand their points of view.