Einstein said it best…”Insanity is doing the same thing and expecting different results”. If you take a close look at how most sales organizations are selling today you can confirm…it’s insanity.
Today the job of the salesperson is to create buying environments. No longer can salespeople focus on pushing their product; they must focus on the customer…the buyer. Yes, the skills from sales training: opening, questioning, presenting and closing; are still the same. It’s the process and approach that have changed.
The internet has made the life of a salesperson easier is so many ways. Understanding a potential customer has never been simpler. Uncovering unique components of a client’s needs and business approaches allows salespeople who do their homework and focus on helping a customer buy stand out amongst the clutter.
And the real hook in today’s sales hospitality training is to ensure that salespeople are creating compelling customer buying environments. The key ingredients are the art of staying curious, asking engaging questions and making it easy for the customer to buy.
In the past, questioning was a fact-finding mission and though the facts/features of the clients’ needs are important, they are a small part of the buying decision. Questions that uncover real wants, desires and experiences are what matter most. Smart questioning uncovers objections early and allows salespeople to position your hotel uniquely throughout the buying process. This “stand out from the clutter” positioning is how a smart salesperson communicates your message and experiences through addressing customer needs specifically throughout each conversation.
Face it. Today sales is just a customer focused conversation. Smart questions engage the customer into your world and allow you to identify and minimize objections throughout the process. Too often, salespeople are surprised by the decision of the customer and if a salesperson is doing more listening than talking they will hear what they are up against and how to move into the ideal customer pitch.
What is the ideal customer pitch? It is answered in one way. Did the customer say: “…that is exactly what we are looking for.?”
Cliff Notes:
- Ask open-ended, feeling-finding questions and you will find out what your competition does not know.
- Stay curious. The best customer question is one that is focused on the buyer, not your product.
- Bob and weave. Take what your potential customer wants and desires and paint the picture that serves the vision they are looking for…one need at a time.
- Make it compelling. Commoditization is insanity. Stand out from the clutter.
Renie Cavallari is CEO and Chief Inspirational Officer for Aspire, an international training and marketing consulting company positioning organizations to make more money through:
- Hospitality Training. Coaching Skills. Cultural Alignment. Team Building.
- Re-energizing Organizations. Strategic Planning. Sales & Marketing Consulting. Positioning. Branding.
- Customer Service Culture. Customer Service Training.
- Awakening the Passion within People & Organizations. Leadership Training.
To have Renie come speak to your team on how to tap into new markets and make more money please reach out at renie@aspiremarketing.com
