The Sales Advantage

By Steve VerBurg

The Sales Advantage

What Is Important?

This past weekend, I took my son to the store so he could pick out his birthday present. When we approached the cashier, he started to ask my son questions about our purchase and playfully joked around with him once he found out it was his birthday. As we left the store my son said, “Dad, I like that guy. He was nice.” While my son is not old enough to go and make purchases himself, he does have the ability to tell me the store where he wants to shop, and I bet the next time he will choose this same store because of that cashier.

Whether we sell toys, automobiles, office equipment or technical solutions, we need to remember what is important: the relationship. One way to build that relationship is to think about what you are selling and how it adds value to your prospect’s business or personal life. Does it protect them? Does it make them more profitable? Does it help them stay competitive? Once you figure out how your product or service adds value, you will know that the service you provide is not only helpful, but also necessary. You will be able to explain the value with excitement and personal gratification.

In October 1912, 100 years ago, Dale Carnegie started teaching professionals how to build productive relationships. He wrote How to Win Friends and Influence People in 1936 to compliment and reinforce his coaching sessions. It is important to see that his motivation style was not one of manipulating the other person, but changing the way we think, act and treat the people around us. This common sense approach, however, is not common practice. Many sales people approach prospects as someone to be sold to. Those who transcend the “average,” are those who approach prospects as someone they hope to serve. Yes, if you want to excel, you have to have the heart of a servant.

The good servant always has their master’s interests in mind. Knowing what is important will give you the ability to connect with your prospects and give you the foundation to build life-long relationships.

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