Be Ruthlessly Relevant to Your Clients…

One of my favorite authors, Jill Konrath of Snap Selling coined the phrase, “Be ruthlessly relevant to your clients.”

It continues to amaze me how easy it is for sales professionals to book more business when they make the effort to be a little more intentional and a little more relevant.

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Whether you are a mother working to convince your child to eat more vegetables, a college student selling gift items at a flower store or a consulting firm specializing in big government contracts, you are constantly trying to influence people to do something.

Who do you influence?  Are you good at it?  This is what real sales is about.

Sales is NOT trying to get someone to do something they don’t want to…sales is providing solutions to people who have a need. (Kids just don’t know how much they need the broccoli.)

Just this simple mindset shift makes the difference between a 1970’s used car salesman and a trusted adviser.     Image

 

Quality sales people have the uncanny ability to uncover what motivates, drives and inspires their particular prospect. Then they make the effort to connect the dot between what is important to the prospect and the solution offered.  Too many salespeople just present their features and benefits and make the prospect do the mental-dot-connecting as to how this is a relevant solution.

Stop the madness!

Before your next presentation, take a moment to sit on the other side of the table. Step into your prospects shoes and look at your potentially boring or arrogant presentation from their perspective…then remove the “ick” factor…everything that isn’t tailored specifically to your client’s most pressing priority should be completely removed.

Now you have time to really connect…to ask better and more insightful questions…and to provide your solutions in a way that is fresh, relevant and more appealing.

This is when quality sales becomes fun.

Happy Selling and remember to eat your broccoli!

 

 

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