To change a belief, you must first change your thinking – this is what Australia’s financial services industry is currently struggling with as it transitions from the sales mentality of the 1980s and early 1990s, to the financial planning (almost) profession of 2016.
As mentioned previously, to assist in this transition, the notion of A Simple Truth can be applied. This changes or reaffirms the focus of your client engagement scenario so “it’s not about me, it’s about you”.
For those uncomfortable with the traditional strategies/language of selling there is a “Phantom Menace” here. What is it?
Well, the menace is you are not applying A Simple Truth. Your focus is on yourself – “me” not “you” my potential client. Wrong focus, every time, no exceptions, ever.
The phantom is just that, it doesn’t exist. Why?
Because it is a belief you have and a belief is just a thought you keep thinking.
To change a belief, change your thinking.
Let’s help shift the thinking by exploring the true nature of the expressions or “words” that described the selling strategies / language or soft skills of the 1980s and 1990s, and create alternatives.
Whether you resonate with and use the original or the alternative is irrelevant. So long as you are coming from the right place within, either will be totally appropriate. The choice is yours.
For example, instead of thinking about building rapport, understand the true nature of the expression and replace it with: I allow trust to develop by the clarity of my example.
In this context, “clarity of my example” means how I am being.
“How I am being” has its foundations in knowing what your true role is with a client or potential client.
Accepting that rapport is the first step in developing trust, let’s just start with the end in mind, and trust that trust will develop of its own accord, in its own time, or not.
Find the hot buttons
What is the true nature of this? Well, it’s not about finding out why they will buy from you.
It is about identifying what is important to your potential client, why it is important to them, and the priority they place on it. It is also about you identifying what needs to be addressed from your professional perspective that often the potential client has no awareness about. It is also about looking beyond your areas of expertise to see what else requires attention.
OR
Find out what my potential client thinks needs some attention, and identify issues/aspects of life that I see that I know will need some attention.
Overcome objections
What is the true nature of this?
As a wise one once told me an objection is just a request for further information. So it is not about “overcoming” objections, nor is it about responding with a “yes, but…”.
OR
Identify any areas of uncertainty requiring clarification or reservations requiring further information or exploration.
Close the sale
Isn’t it a bit weird that after you “close the sale” you “begin a relationship”?
The essence of this is that it is all about “me”, not “you” my potential client. The pressure of this on newly trained technical people must be very intense. People are told that when a potential client says “no” to you that you have to learn how to handle rejection. This is another example where understanding your true role changes the reality from one of “rejection” to one of acceptance.
OR
Let the potential client know that your job is complete; they now know and have everything they need to address their situation. The ball is now in their court as to how they would like to proceed from here.
Many people will say the above is just semantics. Whilst I agree it is semantics, it is not “just” semantics.
Like A Simple Truth it is much more than what you see at first glance.
Noel Corley is the founder of The Knack Consultancy which helps people businesses engage with clients, potential clients, and each other in a relaxed, natural, personally fulfilling, and commercially successful way.
