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"I am the world's
worst salesman; therefore, I must make it easy for people to buy."
--
F. W. Woolworth
Competition in the tough global marketplace is relentless and intense.
To prevail in this demanding, high pressure and unforgiving arena,
salespeople must position themselves as an extraordinarily invaluable
resource. Succeeding in sales means uniquely distinguishing
yourself from the herd of "me-too" vendors. It means
partnering with customers and providing them with solutions that achieve
their goals.
How, exactly, do you partner with your customer? I've worked with
thousands of salespeople, and the vast majority of them have heard this
tiresome comeback far more often than they would like: "Want
to be my partner? Drop your price!" So, what do you
have to do to avoid having to hear this? Put the Titan Principle
to work for you.
The Titan Principle: At the end of the day, the business will go to
the individuals and organizations that provide their customers with what
they need in the way that they want it -- by identifying exactly where
the customer or prospect is going, and by aligning their appeals with an
existing, powerful purpose.
One of Webster's definitions for the word "Titan" is:
"Any person or thing of great size or power." Giving
your customers what they need in the way they want it will result in
your business securing a position of great size and power in your
marketplace.
The Titan Principle is all about the high - perceived value that builds
instant alliances. Now, you are probably thinking that your
customer's number one concern is getting the lowest possible price.
Believe it: Before price even becomes a factor, your customer wants
other things.
First and foremost, your customers are searching for solutions to their
challenges, present and future. They are looking for ways to
improve their productivity, to become more profitable, and to increase
their competitive advantage. Meet any of those fundamental needs,
and you will move the customer forward to buy your products or services.
What The Person Needs and How The Person Wants It
A relationship with a customer will remain meaningful only if you stay
abreast of what the customer wants and how the customer wants it at any
given time. Lose track of how your customer wants something, and
your competition comes in and steals the business right from under your
nose. Why? The competition was more vigilant in keeping up
with the things your customers needed and how they wanted them!
For some reason, salespeople start taking things for granted once they
have secured a business relationship. This is a sure-fire way to
lose commission dollars!
What They Want Besides Price Cuts
Customers, as we've seen, are looking for those who can deliver
products and services the way they want them. "Just in
time" delivery, joint development teams and sourcing committees are
attempts to address this requirement. Customers also want an
advocate: one person who will be accountable for all that is done, and
will accept the responsibility for making sure everything happens as it
should. In this day of cross-functional team selling (a fancy term
that means, "involving every part of the business in a sale"),
the customers want a focal person to rely on more than ever.
How You Deal With People
You cannot differentiate your products and services solely on the
basis of traditional features and benefits. Differentiation
must occur in the way customers are treated during the sales call.
In other words you must connect with prospects and customers,
and demonstrate to them immediately that you are dedicated to providing
them with what they need in the way they want it. That's the best
customer-retention program going!
What "Value-Added" Can Mean
A word of clarification on The Titan Principle: When I say
"giving your customers what they need the way they want it," I
do not necessarily mean that you have to go out and change your product
or service. In most cases, you can deliver Titan results by simply
changing the way you act in the sales call, learning more about your
customer, and possibly reallocating some resources to change the way you
deliver your products and services.
You -- the salesperson, entrepreneur and/or provider of professional
services -- can make a difference in the area of value added selling.
How you position yourself with the prospect or customer, the information
you obtain and the solutions you provide, will determine whether or not
you are a Titan in the eyes of your customer.
In order to sell and be considered a value-added partner, you have to
convince the other person that, before he or she even uses your
services, you are indeed the best one suited to bring new life to the
organization and help your contact get to where he wants to be.
That's your role! |
