Although some appear to shy away from the fact, much of the skills needed for effective leadership, are directly related to one's sales abilities and skills. In both cases, there is a huge difference between merely using some techniques, or trying to sell something (an idea, product or one's self), as opposed to becoming a proficient, interactive salesperson! I have taught and written about the need to understand and use the 5 steps for answering/ addressing concerns/ objections for four decades, which includes: restating what you believe the concern to be; empathizing; answering; recreating the need/ desire; and closing the deal; and unless this is done in an interactive manner, little of consequence is usually achieved. Let's review these 5 basic steps of interactive selling.
1. Fact - find: Learn the need:
The surest way to create problems for yourself, even when there are none there, is to assume you know what others are concerned with, or what their objections might be. Listen effectively. ask questions, and seek to discover, understand and address the perceived, and actual needs, priorities and concerns, of those you serve. Merely talking, before you know what others want to know more about, often opens up, a Pandora's Box.
2. Discuss benefits - not just facts/ data/ information:
Few people get very excited about raw data. Perhaps even fewer care about problems (real and/ or perceived), unless there are solutions presented! A leader's responsibility. therefore, is to avoid the trap of overly using data, and presenting a list of things done, features available, etc. Rather, you should present your ideas and solutions, in a way which focuses on, and discusses, how constituents and their organization, will benefit, and why!
3. Always discuss 3 options - Never just yes or no:
Many individuals in positions of leadership, as well as salespeople, become stymied, when someone doesn't respond to their ideas in a positive manner. Often, this is because of an inability to properly present alternatives/ options. If you ask someone for a yes, or no, answer, you open yourself up, to being closed down, because how will you respond, if they reply in the negative? However, if you say something like, Is Tuesday morning good for you, or is Thursday at 10 AM, or 1 PM, better?
4. Ask for sale:
I have listened to some great presentations, which achieve little positive results, merely because the presenter, never asked for the sale. The excuse or exclamation, is generally, someone's discomfort, or refusal to widen their comfort zone. However, if you never asked, how will you get a positive response? I suggest using a series of trial closes, such as, Doesn't that make sense, etc, combined with using the infamous, ZTL (zip the lip!).
5. Close:
What does closing really mean? In most cases, it means walking away with a meeting of the minds, agreement, deal, etc. Again, you'll rarely close the deal, unless you ask for it, and so, if you are seeking money, provide choices, such as, Many of my clients contribute $5,000, or $10,000, while others feel more comfortable beginning with $25,000. Which would you like to begin with? Remember, the same rule, ZTL, is extremely important here!
There is a big difference between taking orders, speaking to customers, and, actually, selling. Some say one can either do so in an interactive way, or not. I believe the best results, and the most reliable approach, is invariably, the interactive one! Get others involved in the discussion, because you are trying to make a deal, not give a sermon!
Richard has owned businesses, been a COO, CEO, and Director of
Development, as well as a consultant. He has professionally run events,
consulted to thousands of leaders, and conducted personal development
seminars, for4 decades. Rich has written three books and thousands of
articles. His company, PLAN2LEAD, LLC has an informative website: http://plan2lead.net and LIKE the Facebook page for leadership planning: http://facebook.com/Plan2lead
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