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Build Lasting Relationships and Increase Sales

by Dr. Jeff Magee    

The engagement objective is to partner with the potential buyer and build a relationship whereby the other party sees you as a surrogate member of their environment. To do this the sells professional must recognize that the greatest percentage of interaction time must be spent exploring, investigating and finding out what the other persons true immediate needs are and how that corresponds to their over all longer term needs and objectives.

Most sells professionals find themselves spending a disproportionate amount of time trying to close the sale (get the order) and that in most instances is indicative of not having invested the proper amount of time in the "consultative-questioning-needs analysis" stage of the interaction or relationship.

Getting into a "Consultative Selling" mode is really quit easy. For example, if you were calling on a hospital administrator, notice that organizations values and mission statements that are displayed in the lobby. Look to see what words they use to say what they value. Then recognize if you have an offer that will aid them in attaining that stated mission. Here is a way to fast-track your approach and thus give you direction in the questions that you might ask, that will develop a conversation aimed in the direction of your perceived solution to a need. Most sells professional never think to start a conversation with the words and items that the other person already announces as what is important to them. Only bring offers to them that match with their mission and let them know that you value and respect that pre stated mission statement and you will honor it by only coming to them when you feel that there is a way that you can assist them in attaining it.

Becoming fluid in your conversation with the other person and really getting them to open up when there is limited time, will be directly related to questions that pull them in. Create a mental check sheet for "Consultative Selling" with the 5-Ws and 1-H model. These are the sole powerful open-ended questions to ask of a prospect. Find out What is needed, Why it is important (the why factor is their motivator and you can use that information in your presentation phase of selling!), When they need it, Where it will be used and Where it will be needed, Who will use it or need it, How it is to be delivered and used? These questions stimulate involvement and only ask the questions to which you don't already have the answer!

As you develop your questions in this "Consultative Selling" approach you are attempting to become their consultant. In doing so, remember that there are always four core buying decisions that must be presented to and respected, miss any one and a veto may appear before the order form is signed. Conversationally seek out who will make the decision to purchase based upon, Finance (can we afford it?), Technical (does it meet our needs), User (will it be utilized, understood and accepted as making our lives easier than what ever we presently have or use?) and Champion (that emotional desire to move ahead or person that likes and feels good with you and your offer and encourages others to buy in as well).

In the final analysis, in "Consultative Selling" always be asking yourself and presenting to the other party either how your offer is unique from other options in the marketplace or how you as their partner are unique from other potential partners in the marketplace. This is done by establishing a USFx2 (Unique Selling Features [what you offer, the tangibles] or Unique Service Features [how you deliver what you offer, or you]). Your USFs can be arrived at in one of four ways. You are either: Better, Faster, More Cost Effective, or Uniquely Different than other options.

"Conversational Selling" should be a friendship factor approach to engaging the other person or persons, with several objectives of information being sought as outlined above. Remember, the sells professionals job is the art and science of asking strategic questions and then remaining quiet and taking copious mental and physical notes to solve a need that the other person presents you with!


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Dr. Jeff Magee, Ph.D., CMC, CSP, PDM, has published over 200 articles and presents over 100 training seminars a year. For more information, visit www.jeffreymagee.com, or Contact Robert Hannesson @1.877.90.MAGEE