Often sales representatives forget that their customers, even the C-suite clients, are people and have the same basic needs as everyone else. Finding ways in a sales meeting to create positive relationships, experiences and memories are essential to engaging those clients during the meeting and during critical future interactions.
In order to develop these positive experiences, there are several things that any sales rep can do. These should be considered in advance of your sales meeting, but can also occur based on what is occurring in the room if you can think on your feet. The best sales professionals are able to highlight these moments as part of the sales presentation, not impeding the flow of the meeting but rather enhancing the engagement by creating a personal interest for the customer.
The key to being able to create positive memories and experiences during the sales process is to know about the person or people across the table. What do they enjoy, what recognition do they value, are they passionate about an organization or an event in their community? Today, it is easier than ever to find out what people show interest in by looking at their social media accounts. There is bound to be something about them online that you can use to open a conversation and build rapport.
Being able to recognize these unique attributes, interests or recognition given to the various individuals in the room in a natural and authentic way during the initial introductions creates increased engagement.
Don’t Be the Expert All The Time
Selling to anyone means respecting their experience and expertise in their industry. A sales rep that comes across as an “expert” is a good thing. However, if you always come across as knowing everything you are going to turn off more clients than you will engage during the sales process. This will also create negative memories of the event if they felt “upstaged” by the sales rep in their own area of expertise.
Instead, be collaborative with the buyer or the buying team. Ask an open-ended question, get their opinions and be seen as someone coming alongside to help to solve a problem or a challenge. Show interest in their business and ask them questions about their business. After you ask questions, make sure to listen! Most hard working business owners treat their businesses like their children. If you show interest in their business, you are building rapport and an emotional connection which is key to developing a trusting relationship with your prospect.
Related Article: The Power of Positive Sales Habits
Being authentic is also critical for any positive meeting. Avoid being robotic and respond to the people in the room in a way that adds to the shared experience and generates a feeling of similar goals and interests. Staying true to yourself by showcasing your genuine personality will create a comfortable environment. The more people feel “alike,” the more engaged they are in discussions, and the more open they are to considering your product as a viable solution.
The science behind sales and the sales process is the focus of training, courses, and workshops offered at The Sales Coaching Institute. To find out more, click here.