by Jim Cathcart
(Excerpted from The Eight Competencies of Relationship Selling)
1. Prepare Yourself To Excel
Use a checklist to prepare your attitude, appearance, customer information, company
and product information and the selling environment, so you can be at your best
on every call.
2. Notice What Is Working
Study yourself, your product or service and your company to know what is working
now. Reinforce the actions and tools, which are generating results. Learn from your
successes as well as your failures.
3. Know Your Competitive Advantage
Study your company and your products and services in relation to what your competitors
offer. Know where and how you stand out, and where you don't. Be prepared to discuss
these comparisons at any moment.
4. Improve Your Sales Skill, Not Just Your Product Knowledge
Don't rely on product knowledge to make you more persuasive. Sharpen your skills
in reading people, describing your offer in compelling ways and in asking for the
order at the right time.
5. Target The People Who Are Your Best Prospects
Best customers have patterns. Most will fit the same pattern, so prospect among
those who fit the pattern. Calling on people with similar needs, circumstances,
and interests makes you more likely to create another best customer.
6. Know What To Be Curious About
Know in advance what questions to ask by knowing what answers you need. Cultivate
a strategic curiosity. Learn to be curious about the things that will advance your
chance of making a sale.
7. Realize Who Is In Your Market
Create a profile of the ideal market for what you offer. Define who they are, where
they can be reached, what they care about, what they fear, what they read, whom
they admire and more. Know them well.
8. Understand The Person And Their Situation
Create an awareness of the psychological needs of your prospect as well as knowing
what their technical needs are. Sometimes the way someone wants to feel has more
influence on their decision to buy than what they actually need.
9. Find The Diamonds In Your Own Backyard
More business exists around you than you know. Look among your friends, neighbors,
existing customers, past customers, colleagues, competitors and coworkers for the
opportunities that others overlook.
10. Ask For Specific Referrals
Tell people what your ideal customer or prospect looks like. Ask them who they know
who fits this description. Then ask them to take a specific action to help you meet
the prospect; a telephone introduction, a testimonial letter, arrange a luncheon
or coffee shop meeting, etc.
11. Manage Your Sales Reputation
Determine today how you want to be thought of tomorrow. Specify the reputation you
want within each group of which you are a part, and then work a plan to earn it
piece by piece.
12. Grow Your Brand Identity
Get yourself and your company known within your market area. Write articles, letters
to editors, offer expert input for reporters and publishers, conduct surveys, provide
free services to key people, donate your time to worthy causes, put your photo on
your business card, share valuable ideas via email. Create a broad awareness of
yourself as an authority on what you do.
13. Build A Fortress Of Great Relationships
It is not only who you know that determines the value of your relationships; it
is whether they know you as a valuable business resource. Define who you need to
know today and five years from today. Start now to cultivate the relationships and
the reputation, which will expand your possibilities.
14. Learn To Manage Points Of View
Half your job is keeping yourself and others in the right frame of mind. Cultivate
your ability to keep the focus on the things that matter most. Become a person who
can put everything in perspective for others.
15. Manage Tension Throughout The Sales Process
As tension rises, trust falls. Be aware of the ebb and flow of tension as the sale
unfolds. Learn to reduce it when it gets in the way and to momentarily increase
it to add urgency to the decision process.
16. Look Like Good News To Your Customer
The way you are perceived by your customer determines how much resistance you will
encounter as you sell. Learn to project a positive feeling among those you communicate
with. Become a partner in problem solving, not a sales persuader.
17. Cultivate A Selling Style That Uses Your Sales Strengths
Use the combination of online communication, in person calls, telephone contacts,
trade show attendance, and public speaking, which allows you to shine. Build a mix
of activities to diminish your sales weaknesses and amplify your strengths.
18. Give Samples Of The Experience You Represent
A movie ticket doesn't just buy you a seat in the theater; it buys you the experience
of enjoying the movie. What experience does your product or service bring to people?
Give them a way to sample that experience through your presentation.
19. Stay Conscious Of The Meaning In What You Do
When a person doesn't find much meaning in what they do, they don't bring much value
to what they do. Write down specifically how your product or service makes life
better for those who buy it. Read this description every day briefly, to keep in
mind the reason behind the purchase. It's not about buying; it's about benefiting
from buying.
20. Know When And How To Ask For The Order
Learn to recognize buying signals, how to ask differently with different people,
when to let the customer sell himself, how to negotiate details and when to walk
away. If you don't ask you don't get. But how you ask often determines success or
failure.
21. Deserve To Have Loyal Customers
Know how to cultivate dedicated clients. Become competition-proof by delivering
more than people expect. Overfill your client's needs and be their business friend,
even when they are not buying from you. Be the kind of person people rave about.
This article is distilled from 130 powerful sales ideas in The 8 Competencies of Relationship Selling by Jim Cathcart. Mr. Cathcart is also the author of Relationship Selling, and The Acorn Principle.
For information on these topics or to book Mr. Cathcart to speak to your group, call 1-800-222-4883. Or inquire via email to: info@cathcart.com. Visit our website at www.cathcart.com