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The value system of our society has shifted dramatically during the last two decades.
The new values demand a totally different approach to selling than those that were
in favor under previous value systems. These value shifts have occurred not only
for buyers, but for sellers as well. Value-based selling demands a new value structure.
As Bob Dylan sang years and years ago, The Times They Are A Changing! And I think
that you and I can both agree that times are really changing here in the Triad! But
remember, we aren't isolated from the rest of the world either.
When I first entered the direct sales business, I was told that the way to sell was
through manipulation, intimidation and domination. Our antiquated training taught
that the best way to get appointments was to stretch the truth about the purpose
of the calls, that the best way to make add-on sales was to pressure our customers,
and that selling was totally a numbers game. The old game plan was to hit an area
quickly, talk fast and set prospects up for "the kill." The Golden Rule
took on a new twist, rephrased to say, "Do unto others, then get out."
Unfortunately, that once popular approach to sales is still used by some misguided
salespeople. Only a short time ago, one of the most popular sales training books
was Selling Through Intimidation. High-pressure tactics, trick closes and speed-talking
techniques were the foundation of far too many sales organizations.
Surviving In This Millennium
Organizations that trust their futures to outdated techniques will not survive the
value-based demands of the 21st Century. Salespeople who trust their careers to those
same out-dated methods will languish right along with the companies that espouse
them. Only salespeople and organizations who trust their careers and business success
to their personal credibility will thrive.
This idea contrasts markedly with the old-school philosophy that sought out people
who had the personality for sales. A good personality for sales may well produce
short-range sales success, but today's demanding and busy customers are unlikely
to place their faith solely in a winning sales personality. A reputation for honesty
must be built on a level deeper than personality. Long-range sales success will rely
on the credibility one has as a person.
Today, more than ever before personal credibility is the most vital ingredient for
success in selling. Today's and tomorrow's successful salesperson will not rely on
making single sales nor on tricking customers into buying, but on a multi-faceted
strategy of long-range, repeat business and customer referrals, grounded in a reputation
as an honest and highly credible person.
Credibility Unlocks The Door To Success
Since we know that lots of people tend to get tense in crowds, it follows that crowded
marketplaces also make buyers tense. The greatest personal challenge you face today
is overcoming the tension that exists in a crowded selling environment.
Behavioral psychologists have a term known as territorial imperative. Most graphically
evident in lower animals, it is nonetheless true with humans: virtually every living
creature marks out an area that he or she will defend against all intruders. When
that personal space is invaded, its owner examines the intruder carefully to determine
if it is friend or foe. Only when one trusts the intruder will he or she relax. Without
credibility, you will remain an untrusted intruder.
If your credibility can transform this natural tension into trust, you will break
through its resistance and close the sale. Failure to establish credibility with
your prospects will reduce you to merely another face in the bustling crowds of salespeople
they see daily. Your credibility is the key to your prospects' view of you as an
honorable person. And, in the final analysis, honor, integrity, virtue, commitment
and honesty are not values of the past to be cast aside. Instead, they are the ingredients
of a successful career. Yours, mine and anyone else who aspires to be a real pro.
FREE FAX OFFER:Receive Bill Brooks' 30 minute audio tape, Building
Trust With Your Customers. Fax request on your business letterhead to 336-282-5707.
©1999 Bill Brooks, The Brooks Group, Greensboro, NC
For almost two decades Bill Brooks has been one of America's most in-demand
sales speakers. The reason behind Bill's tremendous popularity is that he has successfully
accomplished what other sales speakers merely talk about. He enjoys real-world, legitimate
sales success, executive experience, in-depth topic expertise, academic preparation,
as well as the highest speaking and consulting accreditations. Bill has been a sales
executive and marketing manager, an international sales award winner, CEO of a 300
million dollar corporation and successful college football coach with a 70% winning
record. He has managed a national sales force of 4000. Bill is author of over 100
video and 200 audio programs, and 9 books. He has hosted over 300 satellite television
shows. For more information about Bill Brooks' speaking, training and consulting
services; or learning tools, call 800-633-7762 or e-mail sales@brooksgroup.com
or visit his website at www.brooksgroup.com.
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