This is a Guest Post from Karen Andrews of Shine Sales.

Looking at your business from a sales perspective and most importantly understanding your business from a client perspective, is one of the most important first steps in sales.

Most people hate being sold to but love the feeling of buying; so the clearer you can explain how your business helps and “what is in it for them” the easier it makes prospective customers to make a buying decision.
The consultative/problem solver approach qualifies and listens to the customer and helps them to buy what they need. The consultative approach focuses on the needs of the customer and how you improve or benefit them in some way.

Every potential prospect that you meet with has a different reason for meeting with you and may also have a range of reasons for using your products and services. These reasons are known as ‘buying reasons’ for the client and are related to what difference you can make.

You cannot see a prospect’s needs; they are inside the prospect and only they can tell you what they are. However, you can be reasonably sure they have a need when they use language like the following:

•    I want
•    I need
•    I’d like to
•    We are looking for
•    We are interested in
•    I wish
•    I hope
•    What matters is
•    It’s important to
•    We must

When you have an appointment it is important to listen for and recognise these needs. If you don’t, you risk making incorrect assumptions about what the prospect is looking for and waste time talking about things he or she isn’t interested in. It might sound obvious, but you need to get the prospect talking and you listening, rather than the other way around. I am constantly amazed at how many salespeople sit in front of someone for the first time and never shut up ! A simple measure of how good you are at this is to analyse your appointment; who talked the most?

Remember, if your product, service or business can’t

•    Improve a current situation
•    Saved time or money
•    Solve a problem, challenge or frustration, or
•    Fulfill need or desire

Why would I want to buy it?

Think of a prospect you are dealing with at the moment, using the reasons above, why would they want to buy your services?

Karen Andrews is the Director of Shine Sales Solutions, based in Australia, and has over 10 years experience in managing new business development campaigns for companies. She also holds a Bachelor of Business Studies in Business Management & Human Resource Development.