PeopleSmart in Business eBook - The Platinum Rule

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Seven: Selling and Servicing with Style!
ple know that a solid business association goes beyond the immediate
product or service being off ered. Th e relationship, and therefore, the sale,
requires the establishment of trust and the building of credibility. When
prospects know you sincerely have their best interests in mind, the rest of
the process can continue. Today’s buyers are appreciative of professionals
who show an interest in them, their businesses, and their lives.
Step #2—studying needs
Professional sales and service people spend a great deal of time
studying their prospects’ needs. Th ey look not only for needs but also
for opportunities. Searching just for needs implies customers just have
problems that must be solved. Looking for or creating opportunities
puts the salesperson in the position of a consultant who can take
someone’s current conditions and improve upon them. Th ey can encourage
the prospect to become involved in this exploratory process.
By asking well-structured questions, off ering thought-provoking possibilities,
and studying the many facets of the prospect’s situation, you
build cooperation—and a foundation for shared commitment.
Step #3—proposing solutions
Aft er meeting with the potential customer and studying his or her
situation, the next step is to propose a solution to the problem. Th e
professional approach is one in which the presentation is custom tailored
to the prospect’s needs. Because of the comprehensive discussions
the service or salesperson has had with the prospect, benefi ts
naturally emerge as they relate to specifi c problems.
Step #4—gaining commitment
Th is is a logical conclusion to the ongoing communication and
agreement that has been taking place with the prospect. Since the