counselor selling as relating
DESCRIPTION
A marketing guide on how to relate, engage, and build trust with potential prospects. A look at how to overcome trust issues and open up channels of communication with buyers.TRANSCRIPT
Counselor Selling as Relating
Radical Marketer
Harley Davidson is different than traditional marketers. They have passion and the product knowledge of their consumer base to relate to them.
Relating is How You Overcome Trust Issues
No trust = No action on task
Ten
sion
Time
Relationship
Task
Examples of Trust Issues
“I have never met you before.”“I am used to dealing with someone else.”“I don’t know what you can do.”“I have had a bad experience with you or your company in the past.”“I have a good relationship with someone else.”“I know what your kind is like” (preconception)
The best way to overcome trust issues and
build relationships is to get people to open up and ask them
questions about them.
KNOWING THEIR NAME
IS IMPORTANT.
Consistently saying a
person’s name in conversation
gets their attention and builds trust.
Examples of High Relationship Tension
Reluctance to talk
Given minimum information
Avoidance of discussing matter of substance
Doesn’t look at you
Folds arms and turns away
Communication is 55% body,
38% tone of voice, and 7% actual words
Low Relationship TensionA person who talks freely, answers and elaborates, volunteers information,
maintains eye contact, and engages with body language.
The burden of reducing tension is ours.
Accepting Responses
Meeting the consideration of others and seeing their needs as
well as our own.
Verses Defensive Behaviors
“Do it my way or else.” is to control “Your way is stupid.” is to attack “I will do it your way … for now.” is to give in
“Maybe we will try your way later.” is to avoid
People buy from us not so much because they understand our
product or service as because they feel we understand
them as people.
Overcoming Buyer Resistance People are afraid of being sold –
Make conversation about solving their need, not your agenda
The Key To Building Trust
EMPATHY IS EVERYTHING
Empathy is to transfer yourself into a one’s shoes and
projecting yourself into what they feel.
Credibility is a Look
Credibility means, “I see you as proper, competent, familiar, and willing to help.”
4 Expectations of Credibility
Propriety—look the part, dress the part, act the part
Competency—able to complete tasks successfully
Commonality—demonstrate a common goal
Intent—your role is problem solving customer need
The Law Of Psychological Reciprocity:
people tend to treat us the same way we treat them
Know How To Be Competent
Competence refers to our back wheel. It is our technical
expertise, knowledge of our product or service.
Exhibit ability to problem solve
Be understanding to the buyer’s situation
Invite further discussion
Buyers won’t really believe we know how to solve their problems unless we can talk about them in the same terms they use.
Commonality
Question, discover, and point out subject(s) of
commonality
Demonstrate genuine interest on that subject
Ask person to talk about their ideas, opinions, or
experiences on that subject
Demonstrate the Win/Win Intent
--Ask questions--Solve their problem, not your agenda
--Know their unique situation--Make informative recommendations
--Leave decision in their hands
Self disclosure
Self-disclosure is the the general effect of self-disclosure is to promote accepting behavior and reduce or
eliminate defensive behavior.
And it ensures a frank, open statement of our purpose or sales goal.
Why we are there?What we want to accomplish?
What we are capable or not capable of doing?
How we intend to go about it?How might everyone involved benefit from
the relationship?
Tantalizer is a statement of the potential benefit to the prospect.
Negative Behaviors
Superiority
Indifference
Manipulation
Vs Positive Behaviors
Equality
Flexibility
Sharing
Ishoul
dbe
Iam
I feel likebeing