By Jody Euloth A s consumers, we now have more options to choose from than ever before. Whether deciding on a new smart phone or TV, a new car or just a place to go for an evening with friends, with so many options available, the deci- sion-making process can be overwhelming. Pair this with the fact that several internet sources conclude that adults make approximately 35,000 decisions each day. As business owners, entrepre- neurs and sales professionals, we must be aware of this mental noise and the confusion it causes for consumers. Understanding that potential clients are bombarded by sales people and service offer- ings, our sales pitches must be more dynamic than simply showing value and solving a problem. Seth Godin, best-selling author and renowned business leader, states that ‘People do not buy goods and services. They buy relations, stories andmagic.’ Chances are your competitors are solving the same problem you are, so howdo you stand apart from the competition? You’ve heard it before, sales are a numbers game. The more offers you make, the better your odds of closing more deals. Consequently, this consistent repetition that sales demands and the inevitable rejection sales people experience on a regular basis, can be a demotivating mental challenge, leading to lack luster sales presentations. Of course, you have an amazing product or service that can add significant value, but if presented in a boring, desperate or self-serving way, you will come across annoying to your customers. This irritancy will force clients to give their business to someone else, with whom they had a memorable experience. So, what does it mean to be ‘Dynamic’ and how can this be achieved? The definition of dynamic, when describing a process or system, means ‘characterized by constant change, activity or progress.’ And when referring to an individual, it states ‘positive in attitude and full of energy and new ideas.’ Synonyms include words like compelling, charis- matic, effective, influential, powerful and produc- tive.
One way to avoid coming across as a desperate, stressed out sales person, is to listen to your client. Find a connection and be thoughtful in remem- bering the details. Listening is the best way to learn, which will allow you to position yourself as a consultant. One common mistake, sales people and passionate entrepreneurs make, is they spend way too much time talking about what they can offer instead of learning more about their client. You’ve experienced it, that sales person who just keeps blabbing on and on. The truth is business owners love to talk about their business, so get them talking by asking open ended questions. Gather information and take note of any specific points of interest that you can refer to later. For example, details like remembering the names of her kids, or where she is going on vacation or what sports he likes to play in his spare time, helps build rapport. Making this connection and being personable shows that you are interested in more than just making a sale. It goes a long way in being memorable, exuding a positive energy and setting yourself apart from the competition. To develop dynamic sales methods, one way that is proven effective for business owners and sales professionals is consistent coaching. This exchange and guidance helps to keep the sales approach sharp, which can often become dull overtime. In a recent study, 74% of the leading companies cite coaching and mentoring of sales reps as the most important role frontline sales managers play. And that no other productivity investment improves rep performance better than sales coaching. Whether the collaboration comes from a manager, a colleague or third-party coach, this coaching generates creativity and ensures an infusion of freshness into the sales process. So, ask yourself, are you being ‘Dynamic’ when present- ing your brand’s product or service? For more, sales tips and strategies, sign up for ‘The Dynamic Soul of Selling’ Newsletter at www. meshmedianetwork.ca/dynamic-soul- of-selling/ For a free 15-minute sales consultation to deter- mine if you would benefit from ‘The Dynamic Soul of Selling 90-minute Strategy Session’ email jody@ meshmedianetwork.com
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APRIL 2019 • SPOTLIGHT ON BUSINESS MAGAZINE
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