- creating value for customers and selling successfully is a 'transference of belief'
- sales people must have belief in what they sell, and the ability to communicate it
- effective sales communication requires empathy, a skill that sales people can learn
- empathy enables salespeople to ‘think like customers’, understand their problems and create solutions to those problems
- research shows that despite the differences among people, they share a commonality
- this commonality is the questions people ask of themselves when determining whether or not they will do business with us, buy our products or use our services
- sales people can develop the skill of 'seeing' inside the mind of customers by understanding these questions, and developing the ability to answer them
- solving customer problems is the key to creating value
- we can't change personality but we can develop how sales people behave, what they say and how they do it
- 'Solution Based Selling' develops practical how-to skills that enables sales people to think like customers, create value and sell very successfully
|