What are you doing to learn about them, their needs, their work, and their challenges? I know the speed of business is accelerating and you are busier than ever, but remember: in their mind, it is all about them, not you or your company. Slow down long enough to convey that, and you have got the beginning of a relationship and trust.
Do your research about them online, find out as much as you can about them and their business. If you are skipping this step, you are moving too quickly toward closing. That approach will turn you into an untrusted commodity quicker than you can say "Used Car Salesman."
A simple Google search can tell you a lot. Buyers love to learn that you have taken the time to learn about them, their business, their industry, and their challenges. (NOTE: If all you are doing is prospecting and closing, you are missing the entire relationship-building step that takes place in the middle. As soon as buyers can circumvent you using technology, they will.)
Next comes likability and authenticity. Start to humanize yourself, and show you are there for their interests, not (just) yours. In today's buyer mindset, they want you to be an advocate for THEM, not your company.
“We are in a relationship business. The connections we make with others can lead to sales success or business failure. The most important thing about any relationship is not just what you take, but what you can give to others." ~ Jackie Friedman, president, Nexion
Continue to lengthen your sales funnel with prospects by educating them, helping them see around corners to predict future challenges, and empowering them with the knowledge they need to move forward. Don't push. Buyers hate that…unless there's something in it for them to move quickly toward a decision, such as a bonus or discount.
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