Values Based Selling part. 2
Value #2: “A salesperson’s purpose is to help his/her customer make a better decision”
Customers will agree to have a conversation with a salesperson if they believe that salesperson will help them make a better buying decision. Salespeople need to be cognizant of this. If salespeople don’t share this objective, then they won’t work together as a team with their customer. A team requires a common goal. Trust is successfully established when salespeople effectively convey this intent. Salespeople will no longer need to worry about customers lacking candor or tactically withholding information.
Each customer embarks on a “buyer’s journey”. If a salesperson establishes enough of a relationship, they can join customers on that journey. Meeting customers on this journey involves modifying presentations to match what customers will be most receptive to hearing about. For example, a customer may be more interested to discuss specific business needs, rather than to hear about detailed product features.
When salespeople align their purpose with their customers’ purpose, it allows salespeople enter into a coaching relationship. Salespeople will be in a position to help coach customers to make better quality decisions. In order to do this, salespeople need to understand the elements that comprise high quality decision making. From my standpoint, the highest quality decisions are when they’re “internalized”. Internalized decisions are decisions that are allowed to integrate into the customer’s system of beliefs and values. Internalized decisions are more sustainable. Customers don’t just buy, but they also “buy-in”. They endure beyond the salesperson’s visit. Securing “buy-in” is especially important for companies that rely on their customers to take independent initiative. Examples of independent initiative would be: using the product, reordering the product, recommending the product, or telling competitors they’re already satisfied. Salespeople must rely on customers to follow through on these behaviors when that salesperson is no longer present.
The art of cultivating internalized decisions is an important skill for salespeople to master. Understanding its importance is grounded in salespeople understanding that their real purpose is to help customers make better decisions. It is the value by which enduring relationships are authentically forged.