When dealing with a new client you will want to establish value, helping them see why they are working with you. Depending upon who you consider to be your client there are many ways to define and establish value. But there is always one fundamental question you must address.
"Why should I do business with you? What will I miss by not doing so?"
This is a question every client will ask themselves and you cannot pretend to know the answer when you don't know their story. Upon initial contact you cannot have an answer ready.
"I'm not sure you should. I know why we make sense for others similar to yourself, but I'm not sure it makes sense for you. I would need to find about your situation. Do you mind if I ask you a few questions?"
We may believe that we have the best solutions for every customer, but we can't. Being honest about this helps to build credibility, and it helps the person know that we are listening to their concerns.
Compare this to a more standard sales approach, stock answers and forced demonstrations of benefit. These are often benefits that have nothing do do with the clients need. In this case the sales person immediately delivers a pitch to the client, trying to persuade them that they need what the sales person is selling. This method is good for a certain type of sales technique but in today's world to sell without any sense of what the prospect's current situation is, is simply missing the point of prospecting. In my opinion many stock answers and stock replies will only affirm that you are only looking out for yourself.
Through asking questions in a consultative approach you can demonstrate value up front. You are an expert, you are able to consult with the prospect on their needs. You know the questions they need to ask themselves and the options they might potentially have better than they do. You aren't telling them your value through stock answers you are actually demonstrating it. By taking into account the client's needs and wants, it enables us to address issues related to solving the client's problem. The ultimate answer will to why should I do business with you will come through the dialogue that takes place around the client's need.
Right from the get go I tell my prospective clients that communication is the most imprtant element of our relationship. This allows me to ask the necessary questions. It also allows the prospect to do the same. If a prospect is turned off by this, I wouldn'd want them as a client. I tried mind reading once, I failed!
Hey... you never responded to my post.
Wow, you mean that In a service industry we are supposed to help people with their concerns not just collect a pay cheque. Sorry, it's late and I giddy, but there are far to many agents still out there that still think that "it's my way or the highway" and they are starting to see the highway a lot more often than they used to :-D
Basic and profound as truth always is.
Thanks for the post!