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Favorite Quotes 2011 pt.4

  • Milquetoast, product pitchers make a fatal mistake of starting at the end of the story, their solution. It's like going to a movie and only watching the last 10 minutes.
  • The least effective selling point in any engagement ends with an exclamation mark! The most effective selling point ends with a question mark?
  • Strategic sellers know that what the customer ultimately will be buying is more important in many cases than what they are actually selling.
  • Thank God email, texting, social media and the Internet are not mission critical for success in sales. If they were you would be out of a job. Selling is a personal business, not an impersonal business. It is a flesh and blood interaction, it is not faceless and voiceless.
  • Before you show them the light (your solution), you first have to show them what is dark (their problems).
  • The more interested customers are, the more they will share their emotions and feelings. The less interested they are the more they will share cold facts, figures and BS.
  • In general, from the strategic seller's perspective, the client's problem presentation is more important than the seller's solution presentation.
  • It is hard to show your customers what they have to win with your solution, before they show you what they are losing with their problems.
  • Clients would rather have you hear them out than have you "sell them out" with your fluff and spin.
  • Good listeners consistently know when a yes is a no, when a yes is a yes, or when good news is really bad news.
  • It is not the objective product that your customer is ultimately deciding on, it is their subjective perception of it. Unfortunately, sales people are selling objectively to those who are subjectively buying.
  • The less information you use to sell and position your offering, the more information you will get back and the more confidence you will project.
  • Stop tapping into the proficiency of your solution and tap into the deficiencies of your customer's problems.
  • When you tap into your customer's dreams and hopes it is all about you and your solution. When you tap into their nightmares and worries it is all about them. That is why it works.
  • Conventional sales people over inform and over leverage their own information, putting their clients in an awkward position where they under inform you and underutilize their own information.
  • If your client is not foreboding about their biggest challenges and most pressing risks, then this will bode very poorly for you.
  • The less customers trust you, the more they will want you to sell and tell. The more they trust you, the more they will want you to listen and ask questions.
  • Deep and emphatic listening is a risk many conventional sales people will not take because it opens them up to being influenced.
  • In sales a hungry stomach cannot hear.
  • Conventional sales people typically hear only to sell, but rarely listen to understand.
  • If you can afford to lose the sale, you will sell by asking questions, intently listening and selling from the client's best interests. If you cannot afford to lose the sale you will be at risk to sell from your own best interests, you will sell by pushing and pitching, and you will lose a lot.
  • The goal is not to get your customer to listen, the goal is to get them to talk so you can listen. True buying and commitment takes place in silence.
  • Find and assess your customer's problems because as Willy Sutton the famous bank robber said, "That's where the money is."
  • Strategic sellers focus almost exclusively on using their client's circumstances and information as the basis for their sales strategy. Conventional sellers use their product and information as their basis, resulting in passive interaction.
  • The selling skill of listening will often outsell the selling skill of selling.
  • Too many sales pitches are initiated when the sales person is perfectly ready to sell and the customer is not even remotely in a position to being sold.
  • In sales you are what you ask. Your value is created by what you ask. Ask and you shall receive.
  • Customers will understand you, your product and themselves a lot more through your good questioning than through your good selling points.
  • A pot of facts and figures will not move a client like stirring the pot of emotions and feelings of their risks, liabilities, pressing problems and illusions.
  • No sane, rational and logical sales strategist would choose a logical and intellectual selling appeal over an emotional selling strategy.
  • Without open and free-flowing exchange of information in a sales call, you are in the heart of darkness (commodity zone) where price reins and sales people languish.
Richard Farrell is President of Tangent Knowledge Systems, a national sales development and training firm based in Chicago. He is the author of the upcoming book Selling has Nothing to do with Selling. He trains and speaks around the world and has authored many articles on his unique non-selling sales posture.

Phone: 773-404-7915
EMail: rfarrell@tangentknowledge.com
Web: http://www.tangentknowledge.com