When you coach your customers, what are you trying to achieve?

Hello Subscriber,

All this week, we’re looking at how you can coach your customers.

The amount of conversation time you have with customers is limited. How can you spend this limited time most effectively?

Yesterday, we looked at the reasons why it’s so common for salespeople to spend the majority of their meeting time talking about what they’re selling.

Today, my email is about being sufficiently clear about what we’re trying to achieve when we coach our customers.

Many salespeople might suggest that the goal of coaching customers is obvious. Surely, they’ll say, the goal of my coaching is to get them to buy my stuff!!

What should be your goal when coaching customers?

Yes, eventually, of course, your goal is to achieve your sales targets.

But in your coaching conversation with your customers, there’s a better outcome to seek to achieve. If you achieve this outcome, you’ll increase the probability of both achieving your sales results AND that customers achieve success.

Your goal as you coach your customers is to help them clarify what they’re seeking to achieve.

You can use all of your product knowledge and unique market experience to ask them some terrific questions. You can help them to extend their awareness of what might be possible. You can enable them to make the valuable connections between the implications of the choices they’re facing.

What does success look like for your customer?