Buyer Centric Model (An Overview)

 

 

To grow in one’s sales skills we must first understand the methodology that one has regarding sales.  This is extremely important as until one understands and has conscious competence regarding his or her understand and practices of the sale then it will be hard to make any major improvements.  The methodology of the sale is the process, principles, strategies and techniques that one incorporates in the sale. 

 

I recommend a Buyer Centric model to selling.  The Buyer Centric Selling Methodology is a mindset or grid that you use to approach every facet of your sales process from the buyers perspective.  This approach seeks for us to not conform the buyer to us, but rather to seek to understand the buyer thoroughly before we begin selling anything.  This is a powerful way to sell as it is non-manipulative as you are always seeking to meet buyer needs, but at the same time it is true to the sales process and produces real, measurable results.  The focus of the Buyer Centric Model is, “what are you needs and what do you want/need to accomplish.”

 

I will be discussing more about the Buyer Centric Model at a later time as this is a good introduction to the model.  There are many other facets of the model that are very powerful and produce outstanding results which I will be discussing at a later time.

 

 

 

 

Success Is… (A Detailed Overview)

 

Defining success is a very important question to answer as one’s answer to what success is for them will both consciously and unconsciously define every area of life (work, family, values, etc…).  I would define success as living out my gifts and values in a manner that is both meaningful and relevant to those whom I serve.   Below is a brief overview of the four areas that I believe contribute to success.  They consist of four main areas. 

 

The first component is the Mind.  This will consist of one’s attitude, mental strength, beliefs, values, passion and purpose.  This is the foundation of what all success in each area of life is built on. 

 

The second component is goals.  They include specific goals for one’s career, family, health and personal growth. 

 

The third component is skills.  This will include skills that will enhance one’s communication, career, finances and influence.

 

The fourth component is legacy.  All of us have an innate knowledge about what really matters in life.  Though many times this can get clouded by the businesses and demands of life and when this happens we feel a lack of living in continuity with our purpose.  I believe that the final component of success is vital as a clear focus on one’s legacy throughout life empowers the individual to live a life that chases meaning, which ultimately brings fulfillment. 

 

I will be getting deeper into each of these four areas and the many subareas that are also included with each component as I would contend that without an understanding of what success is one will have a difficult time achieving it in all areas of life.

Importance of the State of Mind in the Sale

 

People buy on emotion and back the decision up with logic. It is vital that we incorporate both emotion and logic into our sales presentations.

 

People don’t buy products they buy states. By that I mean that people don’t buy your product for what it is, but rather they buy it for how it will make them feel (solve a problem = relieve stress, help them at work = create job security and stability, etc…).  Understanding that we must not only speak to the words that our prospects say, but the states (emotions) behind them is vital. Many times, in the close particularly, the prospect with say things (words) that are misleading, but if you look at their state of mind and seek to address that you can make the sale. For example, many times when answering an objection the prospect gets bogged down as they communicate to you why they don’t want your product and even after you answer the objection they still are unsure about your product. This is because they just spent the last however many minutes telling you why not (negative state of mind) and even though you overcame the objection they are still in that negative state, even though there is no logical reason why they will not buy your product. It is hard, almost impossible to sell someone something when they are in a negative state. 

 

How do you change the prospect’s state?   That is another post…

 

 

Tie Down (an explanation)

 

A Tie Down is a statement that is converted to a question directed at the prospect. This is powerful because too often in the sales presentation the sales professional becomes prey to making value building statements about the product or service without getting buy-in from the prospect. It is vital that the sales professional remember that if he or she states something about the product or service that is being presented that is good, but if the prospect says it then that is gold. Remember that the definition of a sale is the transfer of belief and/or enthusiasm. Tie downs aid the sales professional in ensuring the transfer of belief and/or enthusiasm for the product or service. Read through the below examples and notice the difference between using a tie down and not.

Example #1 (Not using a Tie Down)
Sales Professional: “This training will save your company money?”
Prospect: (no response)

Example #2 (Utilizing the Tie Down)
Sales Professional: “Wouldn’t you agree that this training will save your company money.”
Prospect: “Yes, I can see how it would.”

Tie Downs are simple to think of regardless of the question. One method is when presenting a value building statement incorporate one of the following phrases within the statement and turn it into a question aimed at your prospect.
· Wouldn’t it?
· Isn’t it?
· Wouldn’t you agree?
· Couldn’t it?
· Doesn’t it?

Use some Tie Downs in your next sales presentation and you will see the difference!

The Most Important Part of the Sales Process

 

The Discovery is the most important part of the sales process for it is in the Discovery that the client will give you a roadmap that will lead you to the sale. The 4 purposes of the Discovery are as follows:

1. Find the Dominant Buying Motive: What 3rd level emotional need will be met by buying your product
2. Find the Problem: Why is your product of more value than the price you are asking? What problem are you meeting that they currently have?
3. Find Future Objections: A good Discovery will allow you to find out about the objections that will be brought out later. This gives you time to answer the objections before they are even raised later.
4. Self Discovery for the Prospect: Many times our prospects really do not know what they need and it is in the discovery that they will reveal to both you and themselves why their needs

Every Discovery should accomplish these 4 things and once the Discovery is mastered the closing rate will dramatically rise. Most of the time when I work with sales people that are struggling one of the first things I look at is the Discovery because if an adequate Discovery is not conducted the sales person does not know how to present his or her product. As the Discovery helps us understand how to sell because we cannot sell into we know what they prospect needs and will buy…

Welcome

Welcome to the sales blog of David Hoffeld.  Here you will find some of the deepest dive sales training available.  Sales Training is pivotal for business success.   A professor at Harvard Business School once asked his students to name the number one reason that businesses fall.  He got many answers ranging from bad management to poor products, concepts and lack of capital.  After hearing all the answers from the students he responded that the number one reason that businesses fail is “lack of sales.” 

Studies have shown that 90% of all sales people in the USA fail to read one book about improving their sales techniques in a given year.  The facts are that even when sales people seek to improve their skills it is hard to find real, usable strategies and techniques that can be used immediately to have a significant impact. 

Throughout this blog you will find some of the best techniques and strategies available anywhere.  I am continually adding more material to his blog so if you have a certain topic you would like to see addressed please let me know.  Email me at hoff_time@yahoo.com