If you work with people, you know that the way you experience the conversation, details, and the solution is often different than theirs. What you think is a wow may be very different than what they do. What you find interesting or valuable may leave them yawning.
Often I hear sellers, managers, and customer service people say, “Well, I explain it how it makes sense to me.” Or “I treat everyone the way I want to be treated.”
Pause right there.
What? It’s great if you know how you want to be treated in the buying process, with your follow-up, and with the whole experience. But don’t get caught thinking that is going to wow your buyer.
You need to understand your buyer. As you’ve read in the past, I’m a huge proponent of knowing about the styles and communication preferences of your buyer. Our Tribal Types model is always listed as one of the top two benefits from our training courses. But there’s more to the buyer’s experience than that.
We need to:
- Look at things the way they do
- Talk about the things important to them
- Communicate in a way that makes sense to them
- Move through the selling process in ways that are comfortable for them
Stop and look at every part of your selling process from the buyer’s viewpoint. Start with the materials you use and keep reviewing until you dissect your own conversations as well. Even with great prep and resources, if the conversation isn’t focused on Them, you do complicate their experience. Complications and confusion kill sales fast.
When you work through your selling process (and every conversation in it) with a focus on what is important from your buyer’s viewpoint, it captures their attention, helps them make quicker decisions, and becomes a Wow!
Wow experiences lead to repeatable business, referrals, and a very happy manager.