The new technological architecture has created new behaviors.
The speed that technology has imposed has brought a couple of mirages in the way we see interaction with other people. We navigate the empire of expiration, brands, products and even relationships expire. Almost everything seems replaceable. Is this true?
The customer today has an abundance of offers that solve their various problems. Complete communities present in RRSS to provide you with instant information about an experience, a brand, a service, with total validity for you. The world of disposable and replaceable is the constant.
How is business done today, in this context?
How do we gain the attention and recommendation of a client?
Apparently and with the technological wave as a backdrop, TRUST seems to be the key word.
It is interesting to analyze that in the territory of SALES, the technological applications available bring us closer to new possibilities, for example, they give us the opportunity to discover who our prospect is, their history and digital footprint and that of their company, (https:// www.nimble.com/widget/; manage the management of the sales process in a faster and more integrated way, (https://salesloft.com/trial-request/); integrate Artificial Intelligence into our customer relationship management systems , CRM, (https://www.salesforce.com/mx/products/einstein/overview/).
A brief look at three technological solutions, which, among many others, can be tremendously useful in reaching out to our prospects and maintaining our relationship with them. However, let’s not get confused, not even the most sophisticated mix of apps will make us close more business if we do not have the vital foundation: They buy from us when they TRUST.
In just over 2 decades traveling through the Sales Jungle, I have learned a couple of lessons to gain and maintain this precious and elusive treasure such as TRUST. Here are 3 of my learnings:
- DECIPHER YOUR CUSTOMER’S EMOTIONAL CRYPTOGRAPHY.
How do you help someone you don’t know? There are no shortcuts at this point. You can only know what your client is telling you when you know his code. What do you need? What are your pains? What are your expectations? What do you hope to solve? The key is to listen to what is important to him, in his language and at his own pace. Despite the technological changes that we are living and experiencing: we will continue to be the same people invaded and mobilized by emotions… 80% of decisions are made unconsciously. The prefrontal area of the brain, the place where the most advanced thinking takes place, where our future is invented, where we evaluate alternatives and strategies to solve problems and make decisions, is tremendously influenced by the limbic system, which is our emotional brain.Knowing your client’s emotional codes will allow you to build trust more effectively with what is truly meaningful to them. - MAKE DEPOSITS.
Steven R. Covey, author of The 7 Habits of Highly Effective People, linked building trust to making deposits in the emotional bank account. Using this metaphor, he taught that we build trust when we are able to add concrete and systematic actions that bring us closer to another and generate the foundation of a solid bond that remains. To the extent that you fulfill commitments and promises, the balance of trust increases and the relationship takes root, generating a less liquid, more solid and lasting bond. The interesting thing about the application of this metaphor is the fact of depositing based on what is of value to the client. The focus is on him and not on you. Have you ever wondered what your client would say if he had to describe the relationship he has with you? Would he have a positive balance? - SHOW HIM THE WAY.
The constant factor in building a relationship is PRESENCE over time. It doesn’t matter if your business is in digital, or in a combination of digital and physical world (phydigital) or just in the physical world, map your journey and show you the stages of the path, inviting you to make small commitments as you move forward with he. For example, if I were selling a service to a Company (Enterprise Sales or B2B Sales) I would invite my client to make 9 small commitments:
Commitment 1. Give me some time to leave.
Commitment 2. Let’s explore together a change or improvement for your company.
Commitment 3. Collaborate with me and provide me with information.
Commitment 4. Invest in shares, move your organization internally.
Commitment 5. Let’s review my offer together.
Commitment 6. Let’s resolve your concerns. (Let’s address your objections)
Commitment 7. Make the decision. (This is the time for you to decide on my offer)
Commitment 8. Let’s close the agreement. (State your intention and determination to create)
Commitment 9. Let’s execute what was agreed. (Let’s do it!)
During the trip, take care to give context to each commitment, indicate its objective and its place in the overall sales process. Influence and nurture your confidence, stage by stage.
I am convinced that business is a delivery of mutual TRUST and that, as such, it requires work, nutrition, time, listening and a certain craftsmanship, that which is based on the generation of solid links, which last and which ultimately reward you with the purchase. re-purchase and recommendation.
