As a member of various NAWBO Boards, I attend many networking opportunities to engage business owners for the purpose of determining how we can best meet their needs. As a business owner of a consulting and coaching company, I have the same intention. In the process, I have learned lots about selling styles and selling personas.
While there are several styles, I can narrow it down to those that work and those that do not. The most common are those when given the chance will bend your ear with how great their business is and how what they do is so unique. Honestly, they lose me the second they go down this path.
On the other hand, those we engage with me in a give and take, starting with understanding who I am and what is on my mind, I am involved in a conversation with them. In this way, they can relate what they do that can help me with what is on my mind. I do not have to listen to their list of great products and services that are of no interest to me.
Curiosity
One selling persona is someone who engages in a real way with another person. At a networking group, I am not their customer, but the principles apply. When speaking to a potential client, take off your salesperson hat and just engage with curiosity in how they are and what is on their mind. Selling does not start until they ask you to sell to them. If they never ask, you never sell. In the meantime, you are learning about them so that you can determine if they are someone you would like to have as a client or a customer. Your curiosity shows a lot about who you are.
Your Selling Persona
If this is contrary to what you have always done or were taught, then it is going to take some undoing to change the energy you bring to a conversation. Prospects can feel the energy of someone when they want to sell something. They are in the energy of selling even if their words do not say so. If you are like most of us, when you feel someone selling to you, you withdraw. Selling in this way feels like they want you to buy something before they know who you are and what you need you. They lose you at the start of the conversation, and you are looking for a way out.
Prospects Are Intuitive
People are intuitive so you cannot put on a good front. You cannot pretend. You have to feel yourself not selling. This may take some time especially if you have been selling for a long time. Get to know yourself as a person with curiosity. Understand how you are when you are selling. Feel the difference so that you can be in the right space at the right time.
Don’t Sell Yet
To identify a potential customer means having a conversation, being curious about who they are so that you can determine if you want to have a different conversation that is about sales but not yet. There are no fancy sales gimmicks and strategies needed. Just two people in conversation and being curious. The curiosity is on both sides.
In the age of the Internet, most people do not need to speak with anyone to determine the product and service options available to them. People are informed. Now they just want someone who understands them, their business and what they are trying to solve.
Not Right for Your Brand
During this conversation, you may realize that your products/services are not right for their needs. Knowing that keeps the integrity of your products and services. Selling to the right prospect maintains your company brand.
Are they ready for you to sell?
There comes a point when you feel that you understand the prospect and their conscious and unconscious needs, well enough to suggest the conversation take a step. Make no assumptions. Indicate that you understand their frustration or need for solutions. Ask if they would like to hear a solution you recommend. You are still not selling because they have not agreed to engage in that relationship with you. You are creating a relationship should they become your client and that relationship would start here. Remember they are less interested in your passion for your products and services than they are that you care about them and what they need.
In summary, take the time to understand how you are in conversation with a prospect. Get to know when you are selling and what that feels like to you. Know what it’s like to you when you are not selling but just caring and being curious. With this awareness you are ready.