The business relationship is a positive (or negative) turning point for the story you write with your customers. So I’ve prepared a series of articles and podcasts for you on selling, strength of conviction, and persuasion so you can put people in your pocket. I called him Sell And Convince The Daily. Each episode accompanies you step by step in the process to convince and sell. So, advice, listen to it first … first! 😉
Sell and convince. Start the relationship
Imagine a romantic relationship. A man meets a woman on the street and immediately tells her that he loves her and wants to ask her to marry her.
What do you think will happen? If he’s lucky, she’s running away. Otherwise, he leaves with a slap on the cheek of your choice.
A commercial relationship is like a romantic relationship. There are steps not to be skipped at the risk of getting marks again and again on the cheeks. Fortunately, there are ways to dodge certain blows.
The problem is knowing where to start.
In fact, a business relationship is really like a romantic relationship. It is necessary to look good from the start and create a space of cohabitation between your prospects and you where all the parties have their place.
Step 1: Develop your empathetic attention
Learn to see the perspective of the other party to convince them better, that’s the basis. And yet it is too often forgotten by many of us.
Seek to learn more from your contacts.
This is exactly the role of Facebook groups, Facebook Liveles webinars or, of course, face-to-face or telephone meetings.
By broadcasting content, by interacting with people, you inevitably learn from them.
Step 2: Use your head as much as your heart
To use your head as much as your heart is to adopt the perspective of the opponent. It’s thinking Win-Win.
YouTube channels are a prime example. You share your skills and knowledge for free, you build a community and you learn to better get around any obstacles by thinking win-win.
Business relationship step 3: Imitate the other strategically
A study by researcher Nicolas Guéguen shows that tips are more important for a waiter who lightly touches his client’s arm or shoulder. The physical contact or, if you are on the web, the contribution of the video or the image, reassures the customer.
By imitating strategically, we put our interlocutors more easily in the pocket. In particular, think of speaking the same language as them, being present on the same social networks, giving what your prospects and customers want.
This seed stage, you can imagine, is only the beginning of your relationship with your prospects and future customers.
Once this is done, you can move on to the next step: building the relationship!
The complete podcast for start a relationship :
Sell And Convince. Build a Healthy Business Relationship
Have you ever seen a relationship with a client deteriorate over the course of the appointment? Are you losing too many contracts because of your lack of presence, whether on the web or elsewhere?
The number one difficulty in a business relationship lies in its management from start to finish. It has to be done intelligently by the seller, in this case you, if you are an entrepreneur.
And to answer this difficulty, there are three steps to respect.
We tend to believe that a business relationship is created naturally. However, if you speak with excellent salespeople, you will understand that the business relationship is built over time.
And here are 3 inevitable steps.
Step 1: Pre-sales
To be confident, nothing better than cultivating your faith in its products and services. This ability is acquired over time.
Also, think of social proof. On the Internet, the number of subscribers on a YouTube channel, the acquisition of likes on Facebook is social proof. In physical relationships, one of your former clients refers your work to an acquaintance and contacts you: this is social proof.
I personally use part of my time to help people for free without monetary compensation. This also helps build social proof.
Step 2: During the sale
Sweat that cultivated faith in step 1 and stay positive, whatever the cost. You have to believe what you say. It has to be seen.
The more the knowledge of your offer, the more you will develop belief in its favor.
So you will match the needs of others with what you offer.
And if you want to turn around, do it yourself and get out of your comfort zone. Each experience is good to take.
Step 3: After the sale
I will not dwell on the case where you are answered “yes”. If this happens to you, you know what to do: celebrate this answer as it should be!
If, on the other hand, you receive a no, see this prospect of the seller optimistic. The optimistic seller considers the rejections as:
- Provisional rather than definitive;
- Specific rather than universal;
- External rather than personal.
So always ask yourself, if you are facing rejection, if this is:
- Recurrent or general;
This is how your efforts will no longer be involuntarily sabotaged and contracts will flow more easily.
Have you started and then started to build your relationship properly? Great. We move on. Detecting the needs of your prospects, future customers!
The complete podcast for build a healthy relationship :
Sell And Convince. Detect the needs of your customers
Like Pixar’s Vice-Versa movie, you would certainly like to slip into the heads of your customers.
You have started and created a healthy relationship with them. But what to do next?
It is true that it would be so much easier to know what your prospects and customers think in real time, a little like Mel Gibson in the film “What women want”. But I do not recommend the blow of the hair dryer in the bathtub. Others have done it before you, to no avail.
However, whether on the web or face to face, sales professionals can subtly perceive the needs of their customers.
Detecting problems before they even happen gives anyone who finds them instant expert status.
And even if it still tempts you to do like Mel Gibson, get your foot out of your bathtub, there are less radical solutions.
The services we buy are precious. The ability to convince depends less on the solution of problems than on their detection.
Here are 3 essential points on which to focus to detect the need of your prospects.
Step 1: Learn to identify their needs
Put yourself in the shoes of someone who has some need.
If a professional knows the problem you are trying to solve, it is likely that you will listen to it to achieve your goal. On the other hand, what he offers must be clever and inexpensive.
Conversely, if a professional detects and lets you discover your problem, he wins the jackpot. He is then able to:
- Determine the problem;
- Understand it ;
- Find the solution;
- Advise before you even charge.
To convince and sell more effectively while avoiding competition, you can replace your position “I fill a need” by the position “I make you discover a problem and will solve it for you”.
Step 2: Determine a framework for your customers’ needs
Do you know the Key Selling Argument or USP – Unique Selling Proposition – in English?
Your key selling point is the factor or consideration presented by a seller as why a product or service is different and better than that of the competition (Source – Unique Selling Proposition).
To do this, get to know 1) what motivates the behavior of your customers and 2) what motivates their purchasing decisions.
And put yourself in the shoes of an amateur psychologist. Feed this reflection day after day. As a psychologist does with his patient, you can session after session, day after day, determine the framework that your client needs.
Step 3: Contrast your words and gain clarity
We often understand one thing better by comparing it with another than by observing it in isolation.
For this, I offer 5 methods of “framing”:
- The framing at least: offer a single solution to help buyers make a better decision;
- Experiential framing: in other words, tell great stories;
- The framing of the label: attaching a positive label to your product improves the appreciation of your offer;
- The tarnished framing: present positive arguments then add a little negative to nuance your words;
- The potential framing: highlight what you could accomplish tomorrow.
If you’ve successfully identified your customer’s need before the problem even appears, you’re on the right track to convincing. Rest to sell. And this step notably involves an explosive product pitch.
The complete podcast for detect the need of your prospects :
Sell And Convince. Pitch your product
Well ! Ok. You have detected your client’s need. You are like crazy. Because you know that the product or service you have to offer will help him to the utmost!
Unfortunately, it is not enough for your product or service to help your customer for them to buy.
Your customer still needs to be convinced by what they are buying. And that is always and always your responsibility. At this stage, you start to see the light at the end of the tunnel (Ouff, you started to despair, huh?)
Your challenge is to sufficiently satisfy your client’s thirst for knowledge about your product / service. Without boring him!
And that’s when the product pitch comes in!
And the one who revolutionized the pitch was the famous Elisha Otis who showed his invention at the Universal Exhibition in 1853.
But what invention revolutionized the product pitch?
That of the elevator with safety brake.
Elisha Otis simply asked to cut the rope that held the elevation platform on which he was perched with an ax in front of hundreds of spectators.
Definitely one of the best pitches to date.
The success of a pitch depends as much on who receives it as on who issues it.
The receiver assesses the creativity of the transmitter. The transmitter, on the other hand, delivers their idea to the receiver only after they are sure they have their full attention.
6 successors to the elevator speech initiated by Otis
The pitch in one word …
… Or ideal pitch, in our air of brief attention. It starts with a word … and ends there.
The interrogative pitch…
… Push those who listen to you to find their own reason for agreeing (or not) with what you are exposing them to.
The rhymed pitch…
… like Haribo’s: “Haribo is beautiful life. For adults and children. ”
The title pitch…
… Which must be specific.
The Twitter pitch…
… Which has a maximum of 140 characters.
… Where you create your own story.
The sales process is coming to an end. You are certainly starting to breathe a little more.
Did you start the relationship with your prospect correctly, start building a healthy relationship, detect their need and pitch your product in the best possible way?
Do not rejoice too quickly. A customer can quickly change their mind if you don’t maintain a relationship with them.
Here is how to proceed to secure a place of choice in his eyes.
The complete podcast for pitch your product :
Sell And Convince. Give your little extra
In order for a customer to buy what you offer, you will have to exceed their expectations.
How? ‘Or’ What ?
By providing a service with real added value in addition to what you sell.
The service you render him aims to improve their lives.
This is the extra mile that will allow your client to say to themselves: “In addition to an impeccable product / service, I really feel considered. ”
Personalize the contact to sell more and convince better better
It may seem harmless. But at a time when the computer is the number one communication tool, your customers love to feel that you are connecting with them.
A very simple thing that few websites do: put a phone number at the top right of their website. Otherwise, mention your email address and be ready to reply within 24 hours.
Imagine your grandmother to sell more and convince better
Acting like you’re talking to your grandmother when you sell is a great expression of empathy, it’s also a great way to give a personal touch to what you do.
Ask yourself one of these questions:
- What would you change if the employee you are asked to perform an unpleasant task was not a recruit you could easily get rid of, but the woman who gave birth to one of your parents?
- How honest and ethical would you be if the person you correspond with by email was not a casual collaborator, but the adorable woman who sent you greeting cards with a small note folded inside for your birthday?
By putting in perspective the people who are dear to us, we have an easier time humanizing the relationship with our prospects.
Improve the lives of its customers to sell more and better
In a very honest and transparent way, ask yourself these 2 following questions:
- If the person you sell to agrees to buy, will their life improve?
- Once your interaction is complete, will the world be better than when it started?
Concretely, if you sell to sell, you will not have repeat customers or customers who recommend you. On the other hand, if your product or service has real added value, you will no longer need to sell with your life!
The complete podcast for give your little extra :
Sell And Convince. Improvise to sell
The light at the end of the tunnel points its nose. You know of course that you have to be vigilant. You will not be exempt from in-depth discussions on your offer from your future client. But you have started a good dynamic with him to deal with objections.
Have you ever run out of arguments in front of a doubtful buyer? Have you ever thought that your sales pitch was sorely unnatural?
It’s normal. I happened to cut short a conversation and lose customers for lack of intuition in the finalization of my sale.
An example. In project management, this is called the AGILE method. In the “Agile” method, the first fundamental value is “individuals and interactions”. This is exactly the central axis of the business relationship: people and interactions.
Selling is nothing more or less than a (monetary) interaction between two people or groups of people. And the unexpected is always part of an exchange.
This is the reason why you must * know how to improvise when you sell.
Improvising to sell – Chaos or structured skill?
The ready-made formulas are reassuring, but the sales conditions are dynamic, complex and even unpredictable.
We would like to develop a perfect sales process that guides our actors (customers) towards the final curtain (the purchase of the product or service).
But whether on the Internet or face to face, persuading a client to trust you requires your dexterity to face the unexpected …
And that’s where the improvisation comes in. Because behind the apparent chaos of improvisation, there is a structure.
Three essential rules must be understood to master the art of improvisation
Rule 1: Listening to offers
In his book Convince on a daily basis, Daniel H Pink says, “The improv theater has no plans to overcome objections because it is built on a diametrically opposed principle. The basics of improvisation listen to what we offer you. ”
This first principle amounts to saying that it is necessary to let your perspective mix with that of the other thanks, in particular to empathy.
Consult on this subject the podcast episode (and therefore the chapter of this blog article) number 2 of this series: Sell And Convince – How To Build A Healthy Commercial Relationship?
Rule 2: The Meaning of No
The “no” we receive and which make us so desperate are most often:
- Provisional rather than definitive;
- Specific rather than universal;
- External rather than personal.
Studies show that the best salespeople don’t get a yes right away, but rather know how to deal with the “no” they encounter.
Rule 3: The enhancement of your partner
Do you know Stephen R. Covey’s book 7 principles of those who succeed in everything they do ?
He rightly describes that to be successful it is necessary to think win-win.
The only way to truly influence others, according to Stephen Covey, is to adopt “an orientation of mind and heart consisting in constantly seeking mutual benefits in all human contact”.
This is one of the essential rules of improvisation.
By applying these 3 essential rules, you can more easily improvise in front of your customers.
The complete podcast for give your little extra :
Finally, I advise you to consult this superb interview for the advice of a commercial manager: