ways to be an invaluable resource
both you and your client expect to reach even greater levels of success, then
you must have a strong and harmonious relationship between the two of you.
Building and maintaining that relationship can take an enormous chunk of a sales
professional's time and effort! Hereís some advice on how to really make that
investment pay off.
more than just relationship building is key to your success
skill do you feel is more important to sales success-consultative selling or
relationship building? Most people answer relationship building. I disagree! I
believe consultative selling creates the foundation from which profitable
relationships are born. Did you ever lose businessÖ despite a relationship you
thought was solid? If youíre like most of the people I work with, the answer
will get you the appointment, but the consultative selling approach will get you
the business. Once you stop acting in the consultative selling mode, you start
taking the relationship for granted. You stop doing some of the things that made
you invaluable- the things that got you the business in the first place.
do you build a relationship around the consultative selling approach? First, you
must realize that when I use the word "relationship," Iím not
talking about "schmoozing" your clients. Iím talking about creating
a kind of relationship that instills trust and confidence in what you can do for
them. Iím talking about concentrated effort that goes into finding out what
your clients need and how you can best deliver it to them. I'm talking about
giving your clients the best overall value for the money they're investing.
of all, I'm talking about positioning yourself so that you can be the most
invaluable resource your clients have. This is true whether you're tending to a
current business relationship or prospecting for new clients.
an initial interview, you have very little time to capture the attention of your
prospective client. You must quickly send the right signals about what you can
do for him or her. Therefore, you have to make a positive impact at the very
beginning-- you must make your prospect sit up, take notice, and quickly
conclude that you are like no other sales professional he or she has ever met
before. You do this by positioning yourself as an invaluable resource.
canít position yourself as an invaluable resource by title (sales
professional) or product (insurance, computers, online services, etc).
Positioning by these two methods only puts you in the same arena with all other
sales professionals and no differentiating value. Instead, you must make it
clear that you can help deliver at least one of these four outcomes:
In other words, you must show how working with you will help your clients attain
profits-- and profits, after all, are what supports the personís goals!
Increased productivity-- You must
show how working with you will save your client time and money through the
services you have to offer.
Reduced costs-- You must show how
working with you costs your clients less money overall than working with your
competition. The key word here is cost, not price. Your fees may be higher, but
at the end of the day, if your clients realized a reduction in the overall costs
they incurred in attaining their goals, youíre a better value. Costs include
time, money and level of frustration.
Increased competitive advantage--
For commercial clients, this includes helping your clients maintain the
competitive advantage by providing them with desired levels of return on
that you know what you need to do to position yourself as an invaluable
resource, how do you do it? Many people think clients only want the lowest price
available. While price is an issue, it is not the driving issue in most cases.
Clients want to be heard and understood! Here are seven ways to send that
message-- and position yourself as an invaluable resource.
Create and use a resource proclamation
gain a clientís attention, you must first focus on the results you offer your
clients, not on your services. The results constitute the "what"--
what your clients can expect from a relationship with you. Your services
constitute the "how"-- how you are going to help them get those
results. You need a resource proclamation-- a statement you make that sets you
apart from all other sales professionals and tells clients more about who you
are than any title could ever do.
resource proclamation outlines what you have to offer your client in a simple
and direct manner. For example:
help clients achieve their life's goals through investments."
am a Life Advisor who specializes in money."
examples are taken from Bill Bachrachís Values-Based Selling book.)
doesnít this sound more interesting and powerful than saying "Iím a
sales professional" when someone asks what you do for a living?
resource proclamation should Ö
the "what." Your proclamation should convey the bottom-line benefits
and value your client will gain from a relationship with you, and should prompt
your client to ask you for more information.
simple. Potential clients don't want to waste time listening to a long,
memorable. Your Resource Proclamation must be strong enough to create a lasting
impression that someone will be able to communicate easily to others.
Use effective questioning
questions you ask of your prospects and clients comprise the most powerful tool
you can use in positioning yourself as a resource, because they get the other
person mentally and physically involved with you. The more you actively engage
him or her in the process through effective questioning, the more they will
trust and respect your judgment and abilities.
right questions allow you, within a brief period of time, to send an essential
message to your prospect or client early on in the relationship. The most
effective type of questioning focuses on issues. Your client has challenges that
need to be met, and issues that need to be addressed. By zeroing in on those
concerns, you are much more likely to hold that person's attention and
demonstrate that you can and will "be there" for him or her. One of
the best ways you can preface such questions is by using the words "Please
questioning breaks barriers. With existing clients, effective questioning makes
it possible to identify other areas where you may further serve as a resource.
Know where your clients are going and how they want to get there
are a partner in the achievement of your clients' goals. The minute you cease to
be vigilant about what they want and need, you run the risk of losing them to
someone else who will be more responsive to their needs or will do a better job
of helping them reach their goals. Your objective is to serve as your client's
"roadmap" by taking the initiative on his or her behalf.
Identify and focus on the value proposition
goal as a sales professional is to become a value-added partner in the
achievement of your clients' goals. In essence, you have to prove to your
clients that you are their best resource for getting them where they want to be.
This means focusing on the value proposition that helps clients reach their
goals, thus attracting new clients and keeping existing clients happy.
is a value proposition? Itís a way of creating unique value for your client's
investment by creating a mixture of key elements:
The knowledge you possess about the events and trends in the areas of the most
interest or concern to your client. Support: Your ability to provide the right
kind of support, electronic or otherwise, to best service your clients' needs.
Stability: The strengths you possess that provide additional comfort and value
to your clients -- that is, what sets you apart from the competition. Service:
Your ability to set up and implement superior solutions. Assets: Critical
financial, technical, or interpersonal tools you can make available to clients
in key situations.
Understand the decision-making process
must acclimate yourself to the other person's way of thinking, so that youíre
better able to understand and anticipate what will be needed to provide the best
key questions of your prospect or client will help you to determine how he or
she goes about making decisions and what effect that may have on the solutions
you have to offer. By learning what issues affect your client's decision-making
processes, you can appeal directly to those issues-- and no others. You can help
to guide clients in their decision-making through issues-based questions that
essentially answer one key question: "Where is this person trying to go and
how is that destination likely to affect the decisions he or she is
making?" Often, the client may be uncertain of his or her direction, which
makes your guidance all the more valuable as they attempt to reach an informed
you learn about how a client makes decisions will tell you what goals and values
are most important to that person, which in turn helps you to shape your
communications and your solutions to those goals and values.
Monitor client wants and needs at all times
principles involved in positioning yourself as a resource for prospects do not
disappear once he or she becomes a client. You should be a resource at all
times, not just when you are trying to sell a particular investment or strategy
to your clients.
business can and does provide even greater sources of revenue. Their loyalty to
you and dependence on you as a resource-- as well as your loyalty to them and
ability to focus on their wants and needs-- can result in profits for both of
you. And they can also be a resource for you. If they're happy with the service
you provide, they'll talk about you to others; and new business will definitely
Give them what they need the way they want it
is particularly important in this regard. We all want to hear things
differently. The same piece of information may mean different things to
different clients. After all, everybody has unique prejudices, pre-dispositions,
and preferences. The trick in any form of communication is knowing what
significance certain information will have to a particular client and then how
to present it to him or her (or them if you are dealing with a group) so that it
has the greatest possible appeal or value. This is true whether you're
conducting an interview, giving a presentation, or even having an ordinary
Whether you are communicating or whether you are taking direct action, you have
to know from the start and throughout your relationship what exactly the client
needs and how he or she wants it, and respond accordingly. Such attention to
detail will establish you as an invaluable resource-- and set you apart from the