Gitomer: Old way vs. new way - Part 2
Friday, June 27, 2014 6:00 AM
My sales perspective flies in the face of traditional selling. And it’s not just a disruption – it’s the new way of sales. What’s your perspective?
Last week (in part one), I discussed the worthlessness of the old way of selling – everything from cold calling and finding the pain to overcoming objections and closing the sale. I referred to the old way as manipulative, insincere and aggressive and cautioned that customers and prospects are not only against it, they’re insulted by it! Ouch.
Me? I prefer being assertive. And there is a huge difference between assertive and aggressive. Here are four major distinctions:
• Aggressive salespeople tell. Assertive salespeople ask.
• Aggressive salespeople try to “close.” Assertive salespeople use testimonial proof.
• Aggressive salespeople go for the sale. Assertive salespeople go for the customer.
• Aggressive salespeople think “quota.” Assertive salespeople think “relationship.”
Which one are you? It’s the difference between the old way and the new way.
Here’s my list of what’s happening NOW in sales. The new way:
• Value attraction. A marketing approach that tells me how I win, not who you are.
• Social attraction. A social presence that’s value-message based. Social messages that your prospective customers can find.
• Find the pleasure. Things you both know about and like will make the sale easier and faster than painful things (that are likely none of your business) that make the prospect uncomfortable.
• Ask emotionally engaging questions. Ask questions about them (the prospects or customers) that make them respond in terms of you. Uncover their experience, their wisdom and their knowledge.
• Discover the customers’ motives to buy. Why people buy is 1 billion times more powerful than how to sell.
• Give perceived value beyond price. As a customer, I don’t need justification to make a purchase. I need a perception that the value you offer me is greater than the price you’re charging.
• Confirm the urgency of your offer. Once you understand the customers’ motive to buy, their urgency becomes apparent.
• Provide “voice-of-customer” proof. Video testimonials are the new black. When you say it about yourself, it’s bragging. When a customer says it about you, it’s proof. Take advantage of your best salespeople – your loyal customers.
• Be both available and easy to do business with. 24/7/365 is the new 9-5. I want a friendly, intelligent, live human being to answer the phone when I call, and so does every human being on the planet.
• Give “after the sale” value. Once I purchase, show me more and tell me more about how I can use, produce more and profit more from it.
• Earn customer loyalty. Loyalty is earned slowly over time. (Just like trust.) Loyalty is gained with quality of product, ease of doing business, availability of people, online alternatives to both purchasing and service, speed of response and value received.
• Earn referrals. Asking for referrals has been replaced by earning referrals and giving referrals. Ask before you tell. Give before you get. Earn before you ask.
• Build online and word-of-mouth reputation. What are you known as? What are you known for? What is your image? What is your Google image? What is your social image?
• Build relationships. A quick review of the elements above will let you see exactly where you are on the “solid relationship” scale. I don’t want you to be relationship oriented; I want you to be relationship building. Every day.
Review this list and rate yourself between 1 and 10. Anywhere you score less than a 7 is telling you you’re not near the new way yet. Work at it!
The new way will pay.
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