A lot of books about sales do not seem to be about sales at all. I just finished reading “How to sell like a spy”. The “Sales perspective” by Jimmy Zugschwert has the same message. Win-win, reputation management, caring, customer focus, building partnerships, curiosity, knowing your customer, perspective, doing your research, asking questions, solving problems, follow through, not being an empty suit, expertise as the differentiator, maximising value (for your customer), be helpful, follow through, storytelling, create real connections, clarity, and integrity.
ESP
The book introduces the Essential Selling Perspective (ESP Method: Value-Service-Trust), which is fueled by the process (of the five Cs of every sales experience: Care-Connect-Clarify-Confirm-Commit). This last one naturally comes together when you are genuine, sincere, and authentic in the first four Cs. It is the culmination of handling the first four properly and with integrity. Integrity is defined as 1) an adherence to moral and ethical principles, soundness of moral character, and honesty; 2) the state of being whole, entire, or undiminished. The honour or nobility of selling well. You should read “Life is a pitch“.
Some lessons
- Typically, in B2B4C selling, you will not get to participate in the closing of the sale. When you are not directly connected to the end user of your product or service, you must act as a sales consultant when partnering with your client (dealer, agent, etc.).
- Make sure there are no assumptions or misunderstandings between you and your client.
- The actual gap many sales reps need to overcome is the Generally Assumed Problem (GAP) that your prospect or customer faces.
- Closing the GAP is a 3-step process. #1 – Identify the customer’s most important need. #2 – Focus on their need as you communicate, and the GAP will shrink. #3 – Your story becomes their story.
- Speak to your client in a language they can repeat to their customer that clarifies the valued outcome of the decision.
- Often, in sales, the over-arching strategy is to position your solution as being top-of-mind with your prospect, meaning you are the first resource they look to. This is especially true when the decision is to be made at a later date.
- If you want to gain traction in accomplishing your sales goals, shift your mindset to focus on how you can best serve the needs of your customers.
- Defining value is not your job! It’s uncovering what your customer values that makes the difference!
- Keeping the customer’s perspective as the most important perspective in any sales experience delivers value well beyond the transaction.
- Try ABH Instead of ABC. Chose to Always Be Helpful
- When you strive to be a problem-solver, people will seek you out because they recognise your value.
- Put others first (get your focus off yourself and keep it on your prospect)
- Clarity attracts – confusion repels (the simpler the message the better)
- Don’t say everything; say the right thing (use language that fits this customer)
- Leave before they are ready for you to leave.
- Once you realise that the sale closes itself in the middle of the process, everything changes.
- Most people do not listen with the intent to understand; they listen with the intent to reply.
- Take rapport to a new level – build a bridge of influence.
- One of the most important perspectives I’ve learned in sales is that the customer wants you to get to the point.
- Before you articulate what products or services you offer, you must first understand who your client or customer is and their needs. Without knowing the details, your message is irrelevant.
- Summarise.
- Resist the temptation to jump too quickly to close the deal.
- Don’t assume anything.
- That what you’re really selling is not your product or service. It’s the outcome.
- One of the biggest battles in sales is holding yourself accountable for things you cannot control. When something is outside your control, don’t fall into the trap of trying to solve it.
- Over the years, I have worked hard at fielding all sorts of objections. My focus has been on clarifying what is really being said and either confirming or refining the perspective of the person
- Don’t be afraid to speak in ways that demonstrate your focus is on their customers and how you can help them win in the marketplace. You’ll be surprised how that resonates with an organisation.
- Trust is the glue of life.
- Take the heat, and don’t get burned.
Integrity
Integrity is the key message. The last chapter is about living (and thus selling) according to some core principles. The need to define your own value system. Straight out of “Principles”. He gives several examples. I liked this one the most: The Seven Point Creed – A Philosophy of Life, by John Wooden, Legendary Basketball Coach:
- Be true to yourself. Help others.
- Make each day your masterpiece.
- Drink deeply from good books.
- Make friendship a fine art.
- Build a shelter against a rainy day. P
- Pray for guidance, and count on your blessings every day.
- Strive to better yourself in all life areas, not just your business or career.”
You should craft your own guiding principles.
