Helping customers to understand their own situation and options better

Hello Subscriber,

Yesterday, we emphasised the value of having an agenda ahead of every selling conversation. Today’s advice is even more important!

Once we’re in the conversation with customers, what’s the very best use of our time?

Here’s the thing that will surprise many people. Whenever it’s possible, we should avoid using our limited time with customers talking about our products and services!

Here’s the best advice I can give you.

Use your time in conversation with customers to help them to understand their own situation and options better. This often means resisting the temptation to take up precious time during your meeting trying to persuade them to buy your products and services!

Help them to work out for themselves the ways that your products and services might help them to achieve the outcomes they’re seeking.

You’ll earn the right to stay in conversation with this potential customer by leading a conversation they find sufficiently valuable.

It means coaching them about their situation and options, using your specialist market knowledge and experience. And then, take the time to summarise what emerged in the conversation in the form of a proposal to continue the conversation.

How to coach your customers