Taking Your Time

It takes a lot of self-confidence to step back and admit to yourself and your client that you're not yet prepared to make a recommendation.

So why is it so many salespeople respond in a way that their clients don't want? The answer is -- in part -- that they are too eager. Early in a sales meeting, they hear a need from a customer and, with the best of intentions, start to address it, start to provide a solution. You ask: "Isn't that what needs-driven selling is all about?" Not exactly: if you hear a need and respond to it immediately, its a little like reading the first chapter of a book and drawing conclusions regarding the author's message. You know a bit -- but just that; the whole story awaits. Any premature recommendation is likely to miss the mark, resulting in a disappointed customer.

It takes a lot of self-confidence to step back and admit to yourself and your client that you're not yet prepared to make a recommendation. you need to acknowledge that your don't understand your customer as well as you thought and that you need to ask more questions. This level of humility doesn't come naturally to most salespeople.

To tune into a clients needs ask yourself the following:

• What is this person trying to accomplish?
• What does he or she really want form me?
• What are their primary concerns?
• What's holding them back?
• What are they getting/not getting from their current supplier(s)?
• What gaps exist in their current relationship(s)?
• Why are they taking the time to see me?

ACTION POINT: Practice patience and listen to your customers.