Sell Solutions: Build Rapport

Serving the needs for Agriculture, Associations and Corporations

Michele Payn-Knoper, Professional Speaker

Selling Solutions: Making Yourself Memorable
by Michele Payn-Knoper

You’ve put in the time to build rapport with your prospective customer. Now you can really show them what you’re made of and sell them, right? WRONG! If you want to keep your prospect’s attention, put your LISTENING skills to use. It’s a critical component of the second step in selling solutions, which is establishing the interest of your prospect.

Your goal in this step is to learn more about their interests and then provide them with only a taste of your company or product. Many sales people I’ve worked with want to “dump” their product knowledge on the prospect as soon as they’ve developed any rapport. The result? A customer that’s buried under a pile of “stuff” they don’t care about!

Instead of trying to be memorable with a razzle-dazzle sales talk, try getting to know a little bit more about your prospect’s business and interests. Why should you bother?

Shows the other person you’re interested in more than just making a one-time sale; you are concerned about the well-being of their business.

Allows you gather pertinent information about the prospect and how they make their buying decisions. This means you can tailor-make your “pitch” to them!

Provides you with insight on additional opportunities when customer outlines more details about their business. This means future sales!

Gives you credibility. The more you listen, the more you’ll be seen as a part of the solution.

How can you establish interest with your prospect?

Plan to spend more than 80% of your time listening. Bite your tongue or sit on your hands if you have to; your goal is to gather information.

Lead the conversation, but keep the other person actively talking. Be genuinely concerned about their problems and you'll make them feel special!

Actively listen by responding through body language, rephrasing what they said to confirm understanding, and asking follow-up questions.

Identify whether you're dealing with an emotional or rational buyer. Which of the four personality types do they fall into: analytical, amiable, driver, or expressive?

Share basic information about your product or service - just enough to whet the appetite. Talk about your value to the marketplace rather than product specifics. For example, discuss your company's vision or share feedback from customers.

Want to stand out from other salespeople? True interest in the person you're talking to, good listening skills, and an understanding of people will quickly make you memorable. Like a fine wine, selling solutions requires time. Establish interest of your buyer and you’ll develop a memorable vintage that will reap results!

A professional speaker and consultant, Michele Payn-Knoper helps audiences 'kick it up' through her programs on innovative sales training, strategic marketing, and celebrating agriculture. Call 765.427.4426 or go to www.mpk.info to learn some fighting moves. Receive Michele's free monthly "Connections" e-newsletter filled with lively commentary and selling tips by e-mailing newsletter@mpk.info.