I’ve been out selling rentoid to major Australian rental companies and I’ve come to the following conclusion:
In personal selling being liked is more important than our product, price or offer.
Unless they like us, we wont really get the chance to explain the benefits of doing business with us. We might be saying it, telling them all the good reasons why we should be doing business, but they a probably not really listening.
What I’ve been doing is looking for relationship links. Things which we have in common. I know it sounds quite obvious, but when we have something in common we are essentially paying them a subtle compliment. We are saying “Oh, me too, your smart, you have good taste.”
Here’s some of the simple things of been using to find said common ground:
– Geography – Living in the same area, having an office close to theirs. People like dealing with locals. Geagraphy matters.
– Sport – Footy finals, if I see an interest in football or see some physical evidence then I get straight into it.( a bit blokey this one, but it works a treat)
– Industry Love – if we show you really care about the industry they are making their living from it’s a good thing. It means we are supporting what puts bread on their table. They like us if our objective is the help the industry we are both working in grow.
There is physical evidence all around us in sales calls from which we can find a link to develop a micro yet ‘instant relationship’. We just need to be perceptive while we are out there. It isn’t about being deceptive either. We’ve got to find a common interest. Something we actually believe. If we fake it they’ll smell it and we’ll blow the sale.