As consumers, we now have more options to choose from than ever before. Whether deciding on a new smartphone, a new car, or maybe it is just a place to go for an evening with friends, with so many options available, the decision-making process can be overwhelming. Pair this with the fact that several internet sources conclude that adults make approximately 35,000 decisions each and every day. As business owners, entrepreneurs, and sales professionals, we must be aware of this mental noise and the confusion it causes for consumers. Understanding that potential clients are bombarded, and I mean this in a good way, by salespeople and service offerings, our sales pitches must be more dynamic than simply showing value and solving a problem.
Seth Godin, best-selling author and renowned business leader, states that ‘People do not buy goods and services. They buy relations, stories, and magic.’ Chances are your competitors are solving the same problem you are, so how do you stand apart from the competition?
You’ve heard it before; sales are a numbers game. The more offers you make, the better your odds of closing more deals. Consequently, this consistent repetition that sales demands and the inevitable rejection salespeople experience regularly, can be a demotivating mental challenge, leading to lackluster sales presentations. Of course, you have an amazing product or service that can add significant value, but if presented in a boring, desperate, or self-serving way, you will come across as annoying to your customers. This irritancy will force clients to give their business to someone else, with whom they had a memorable experience.
So, what does it mean to be ‘Dynamic’ and how can this be achieved?
The definition of dynamic, when describing a process or system, means ‘characterized by constant change, activity or progress.’ When referring to an individual, it states ‘positive in attitude and full of energy and new ideas.’ Synonyms include words like compelling, charismatic, effective, influential, powerful, and productive.
One way to avoid coming across as a desperate, stressed-out salesperson, is to listen to your client. Find a connection and be thoughtful in remembering the details. Listening is the best way to learn and understand the client’s needs, which will allow you to position yourself as a consultant. One common mistake, salespeople and passionate entrepreneurs make, is they spend way too much time talking about what they can offer instead of learning more about their clients. You’ve experienced it, that salesperson who just keeps blabbing on and on. The truth is business owners love to talk about their business, so get them talking by asking open-ended questions. Gather information and take note of any specific points of interest that you can refer to later. For example, details like remembering the names of her kids, where they are going on vacation, or what sports they like to play in their spare time, help build rapport and your relationship with the client. Making this connection and being personable shows that you are interested in more than just making a sale. It goes a long way in being memorable, exuding positive energy, and setting yourself apart from the competition.
If you are looking to develop a dynamic sales method, one way that is proven effective for business owners, entrepreneurs, and sales professionals is consistent coaching and sharing failures and successes with others. This exchange and guidance help keep your sales approach sharp, which can often become dull or less than genuine over time. Studies show that 74% of the leading companies cite coaching and mentoring of sales and business development representatives as the most important role frontline sales managers play. And that no other productivity investment improves sales performance better than effective and consistent coaching and constructive feedback. Whether it comes from a manager, a colleague, or a third-party coach, effective coaching generates creativity and ensures an infusion of freshness into the sales process.
So, the next time you are with a client, ask yourself, are you being ‘Dynamic’ when presenting your brand’s product or service? The answer should always be, Yes!
by Jody Euloth