You’ve read the books, attend the training, done the drills… You know it’s a good idea to showcase your buyer’s needs and to maintain a customer focus.
Even so, your inner voice and motivations are all about making the sale, earning the commission, hitting your quota and doing your job.
So what’s coming through to your buyer? Is it your internal intention or your external process? As you go through the motions of demonstrating customer focus, are you really convincing buyers that you are trustworthy when it comes to meeting their needs?
Probably not.
If you’re attempting to portray yourself as customer-focused when, instead, you’re commission-focused, quota-driven or self-serving, your buyers are already on to you.
One way they can see through your façade of customer focus is by simply listening to you. Your intention shows through in your word choice. Contrast these 10 examples of what sellers say. The first in each pair comes from a seller who was masquerading as customer-focused, and the second statement comes from a seller who genuinely had an intention to help customers.
As you compare the original phrase to the replacement phrase, consider how you’d feel as a buyer. Would you prefer to hear about the seller’s agenda and point of view? Or would you prefer a seller who put himself or herself into your shoes?
If I could show you how… vs. What if you could…
I’d like to tell you about… vs. What would help you is…
I’ve got a great deal on… vs. You can save by…
Let me tell you what I’ll do vs. What about doing this…
I need to move these products today… vs. What are your primary needs today?
I’m on a tight deadline. vs. Your deadline is…
I know just what you need. vs. What your thoughts about…
I’ll give you a call. vs. When would like to get back together?
I’ll be in your area on… vs. When is a good time for you to meet?
I’m in the running for a sales award… vs. Thanks for your business.
I have you in my calendar today. vs. You asked me to get back to you today.
These are simple adjustments. They matter. The easiest way to make these adjustments isn’t through word wizardry. The second statements come naturally when you begin by truly developing an intention to help your buyers succeed. Remarkably, that is also the fastest way to achieve the sales goals you’re aiming for!