Empathy is being able to put yourself firmly into the position your contact finds himself in, without getting emotionally involved, and it will lead you to a better understanding of your client. It is when you truly understand your client that you begin to create that bond between your client and yourself as the advisor. When your client feels that you understand him he will be much more inclined to open up to you and to reveal how you can help him to satisfy his needs. Up until that point the relationship is often adversarial and you’d have more success pulling a rotting tooth from an angry lion than in establishing their true needs and how you can satisfy that need. If you are so focused on closing sales that you forget or you omit to establish a relationship with your client, in which you find out what he or she wants, you will struggle to close the sale even though you have every closing trick ever written about. In the same way that you might find sales to be a game played by sales people, many a client will eagerly participate in this game, especially if they think they could ‘win it’. This means that you as a salesperson could lose control of the process and that can mean that the result of the transaction can now go either way. Sometimes the salesperson wins and sometimes the sale is lost, when, for all money it was a sale you should have won.
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