What is your core sales principle? The following core sales principles are powerful and may sound a bit radical to business owners who are used to traditional selling methods. They are not for everyone. If you want to make a quick buck, these principles will not do it for you. On the other hand, if you want to build long-term relationships, clients for life, and if you want to really love your business, you are about to learn a way to sell and succeed.
Core Sales Principle #1:
No Pressure Will Be Exerted By Either Party
In the traditional sales relationship between the buyer and the seller there is a constant dance going on. As the salesperson advances their cause and gets closer to the sale, the buyer instinctively backs away. It becomes sort of a business waltz as one person makes a step forward and the other takes a step back. There are also times when the buyer puts pressure on the seller. Have you ever had a prospect want to know the price before they find out about the benefits or value you provide? If you have, you’ve felt pressure.
Regardless of how subtle or overt it is, pressure is not good for any relationship. To diffuse sales pressure, it is important that both parties agree not to exert any.
Core Sales Principle #2:
Attracting Sales Is A Mindset–Not A Technique
Attracting sales is a way of conducting yourself with integrity. It is a mindset or approach. It is not about using techniques to “trick” the buyer. How do you want to conduct yourself when interacting with buyers? It shouldn’t be used as a way to manipulate the sales process. I seem to do much better selling when my motives are sincere. You can be your authentic self and make more money in the process! Imagine that.
Core Sales Principle #3:
No Assumptions Are Made
As the seller, you usually start the sales process by making the assumption that the buyer needs what you have to offer. It is not surprising when you think about it. You believe in your product or service, you see the value, and you are confident that others will want it too if they understood what you have to offer. All you have to do is educate or persuade the buyer and they will see the benefits of your offer, right? Your enthusiasm is great, but isn’t that being a bit presumptuous?
The reality is that you often do not know what the buyer has done in the past or the details of their specific needs and wants. You assume that because they fit your target market, they should want what you have. They may or may not need what you are offering. You know what they say about people who assume. You just cannot afford to assume.
Core Sales Principle #4:
The Goal Is To Get To The Truth
The goal is not to make the sale. Oh, I can just hear you saying “I don’t get paid if I don’t bring in business.” While that may be true, the goal is to get to the truth. And the truth may be that your product is not the best fit for the buyer’s needs or that they do not have the budget to make it work.
When your goal is to get to the truth, you eliminate false objections and stalls. If there is a good fit, there still may be obstacles to overcome, but now you and the buyer are tackling the obstacles together and coming up with possible solutions.
Core Sales Principle #5:
Sales Is a Relationship-Driven Process
Given choices, people buy from other people because they like them and trust them; so everything must be done to protect the integrity of the relationship. Building and nurturing a relationship is an ongoing and dynamic process. There should be a genuine concern and understanding of where the other person is coming from.
Since the goal in selling is to get to the truth, there are no games or hidden agendas. Relationships are able to flourish because the communication process has been freed of any lies, half-truths or other garbage.
Core Sales Principle #6:
The Right Fit Must Exist
The fit between a buyer and a seller should be like a hand in a glove. It should be natural and comfortable. The right fit has to happen at three different levels:
- The first level is the personal level. Is there a good chemistry between the buyer and seller? You don’t have to become best friends, but there has to be mutual trust and respect for one another.
- Second, there has to be a good fit. Do you share similar values and approaches?
- Third, are the wants of the buyer and seller properly matched?
If the right fit does not exist at any of the three levels, either party must feel comfortable walking away. In fact, you’ll damage the relationship more in the long-term if you don’t walk away when the fit isn’t right. Testing for fit should be a mutual evaluation process. Unlike other sales approaches, it is just as important, if not more so, that the seller is willing to walk away from the table. Be honest. Haven’t there been times when you really wanted to, but were afraid to lose the sale? I'll be the first to raise my hand.
Core Sales Principle #7:
There Are Only Peer-To-Peer Relationships
In a traditional selling approach, each party is controlling the other. Buyers often put the seller in “Vendorville.” Vendorville is where you become just another salespeople responding to the demands of your clients. You will know if the buyer is putting you in Vendorville because you will be in a subordinate position. The buyer says “Jump!” and you respond, “How high?” Or a more likely scenario is the buyer says, “Lower your price if you want the business.” And you say, “How much?”
In other cases, the seller is manipulating the buyer to act and respond in a certain manner. While it may be under the guise of helping the buyer, the seller often has ulterior or hidden motives. On the other hand, in a peer-to-peer relationship, the buyer and seller come together as equals. Neither one is bullying or taking advantage of the other. There is a mutual respect and understanding, regardless of titles and positions. The seller becomes a valued consultant and trusted adviser for the buyer.
Core Sales Principle #8:
You Are Creating A Chase-Free Process
In traditional selling, the seller is usually chasing down the buyer to make a decision or move forward in the sales process. A common scenario is that after a great first meeting, the seller becomes perplexed and frustrated when the buyer doesn’t return calls or uses other stall tactics.
In attraction selling, the relationship is elevated and strengthened to eliminate the “chasing” that typically occurs by the seller. Because the level of mutual respect and trust has been heightened with in attraction factor, the buyer values the seller’s time and commitment and treats her professionally. Imagine a world in which there were no unreturned phone calls, no disappearing buyers or no-show appointments.
Core Sales Principle #9:
You Are Developing Customers for Life
This approach leads to mutually satisfying relationships that can last indefinitely. The power here is that everything is based upon the truth and having the right fit, so the relationship is highly valued and both parties want to strengthen it. As a respected partner, your buyer will become an ardent cheerleader and supporter for you and your company and vice versa.
If there are issues, the buyer and seller address them cooperatively so agreeable solutions can be reached. Since both parties benefit from the relationship, it is in the best interests of everyone to nurture it. Once you have developed enough of the right customers, you will never have to chase new ones again! Others will be lining up to do business with you.
Core Sales Principle #10:
The Way You Do Business Impacts Your Life
When you remove the pressure, you remove stress. In addition, you focus your energies in relationships where your impact is optimized. Instead of having 50 or 100 clients who are somewhat satisfied you, now have stronger and more profitable relationships with fewer buyers because of the fit and the value.
It’s the old 80/20 rule. You focus your time and energies on the 20 percent of buyers that can give you 80 percent of your business. By doing this, you have more time to devote to your own personal development and happiness.
Yes, I just said you can have more income, less stress and more free time. Isn’t that why you started your own business in the first place?