Q:
Dan, my team of new and veteran reps still does not understand the importance of understanding the customers’ needs BEFORE firing off a quote or getting into a deep product related discussion.
I have reviewed my concerns, but they still don’t get it. Any pointers?
Lisa
Austin, TX
A:
Lisa, thank you for your great question. Sounds like your team needs a review of the cornerstone of the Trust Triangle methodology--that would be the Trust Triangle, pictured above.
I joke that all those who graduate from my workshops must tattoo the Trust Triangle on their forearms. That’s a handy spot for it because it should be referenced EVERY time there is client interaction. The Trust Triangle dictates exactly what the sales superstar SHOULD be doing based upon where the client is situated on the Triangle.
THE KEY CONCEPT:
The Trust Triangle tells us exactly how people make high-risk decisions. In short, when we engage with clients initially, they are closed-minded and positioned on the far left side of the Trust Triangle. We must climb the left side of the Triangle to earn trust by showing credibility, concern and just a little bit of knowledge (competence). Only after we have earned trust should we begin discussing our facts, features, speeds, feeds, pricing, demo's, product presentations, etc.
The shape of the Triangle is dependent upon the level of trust you have with the client or account.
Each account has its own Triangle, and each decision maker has her own Triangle.
Remember, decisions are made emotionally and are justified rationally. I like to stress that,
"Customers Do Not Want Your Product, Never Have, Never Will!
The Product Does Not Matter!
Finding Solutions To Problems And Challenges Is What Matters!
Trust Matters!"
Superstars differentiate themselves not by what they sell, but by how and to whom they sell.
Superstars understand that the customer will make an emotional decision based upon whom they trust. They understand that in addition to selling to the user and technical expert, they must access the key decision maker.
Think about each of your accounts. Are you on the right side or left side? If you are on the left side, you must be focused on the client; NOT you or your company. Only when you are on the right side of the Triangle should you be providing facts, features, data, quotes, demos, and product presentations.
The next time your customer contacts you and asks for a quotation, demonstration, or product presentation, think about the Trust Triangle, and adjust your behavior accordingly.
Remember:
"Prescription (presentations & pricing) without diagnosis is malpractice."
-Unknown
"Your customers don't care how much you know
until they know how much you care!"
-Unknown
Lisa, please review this information with your team and offer to break out the tattoo pen.
Good Selling!
