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Counselor Selling as Relating

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A marketing guide on how to relate, engage, and build trust with potential prospects. A look at how to overcome trust issues and open up channels of communication with buyers.

A marketing guide on how to relate, engage, and build trust with potential prospects. A look at how to overcome trust issues and open up channels of communication with buyers.

Published in: Business, Health & Medicine

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  • Transcript

    • 1. Counselor Selling as Relating
    • 2. Radical Marketer Harley Davidson is different than traditional marketers. They have passion and the product knowledge of their consumer base to relate to them.
    • 3. Relating is How You Overcome Trust Issues
    • 4. No trust = No action on task Tension Time Relationship Task
    • 5. Examples of Trust Issues
    • 6. “I have never met you before.” “I am used to dealing with someone else.” “I don’t know what you can do.” “I have had a bad experience with you or your company in the past.” “I have a good relationship with someone else.” “I know what your kind is like” (preconception)
    • 7. The best way to overcome trust issues and build relationships is to get people to open up and ask them questions about them.
    • 8. KNOWING THEIR NAME IS IMPORTANT. Consistently saying a person’s name in conversation gets their attention and builds trust.
    • 9. Examples of High Relationship Tension
    • 10. Reluctance to talk Given minimum information Avoidance of discussing matter of substance Doesn’t look at you Folds arms and turns away
    • 11. Communication is 55% body, 38% tone of voice, and 7% actual words
    • 12. Low Relationship Tension A person who talks freely, answers and elaborates, volunteers information, maintains eye contact, and engages with body language.
    • 13. The burden of reducing tension is ours.
    • 14. Accepting Responses Meeting the consideration of others and seeing their needs as well as our own.
    • 15. Verses Defensive Behaviors “Do it my way or else.” is to control “Your way is stupid.” is to attack “I will do it your way … for now.” is to give in “Maybe we will try your way later.” is to avoid
    • 16. People buy from us not so much because they understand our product or service as because they feel we understand them as people.
    • 17. Overcoming Buyer Resistance People are afraid of being sold – Make conversation about solving their need, not your agenda
    • 18. The Key To Building Trust
    • 19. EMPATHY IS EVERYTHING
    • 20. Empathy is to transfer yourself into a one’s shoes and projecting yourself into what they feel.
    • 21. Credibility is a Look
    • 22. Credibility means, “I see you as proper, competent, familiar, and willing to help.”
    • 23. 4 Expectations of Credibility Propriety—look the part, dress the part, act the part Competency—able to complete tasks successfully Commonality—demonstrate a common goal Intent—your role is problem solving customer need
    • 24. The Law Of Psychological Reciprocity: people tend to treat us the same way we treat them
    • 25. Know How To Be Competent
    • 26. Competence refers to our back wheel. It is our technical expertise, knowledge of our product or service.
    • 27. Exhibit ability to problem solve Be understanding to the buyer’s situation Invite further discussion
    • 28. Buyers won’t really believe we know how to solve their problems unless we can talk about them in the same terms they use.
    • 29. Commonality
    • 30. Question, discover, and point out subject(s) of commonality Demonstrate genuine interest on that subject Ask person to talk about their ideas, opinions, or experiences on that subject
    • 31. Demonstrate the Win/Win Intent --Ask questions --Solve their problem, not your agenda --Know their unique situation --Make informative recommendations --Leave decision in their hands
    • 32. Self disclosure
    • 33. Self-disclosure is the the general effect of self-disclosure is to promote accepting behavior and reduce or eliminate defensive behavior.
    • 34. And it ensures a frank, open statement of our purpose or sales goal. Why we are there? What we want to accomplish? What we are capable or not capable of doing? How we intend to go about it? How might everyone involved benefit from the relationship?
    • 35. Tantalizer is a statement of the potential benefit to the prospect.
    • 36. Negative Behaviors
    • 37. Superiority Indifference Manipulation
    • 38. Vs Positive Behaviors
    • 39. Equality Flexibility Sharing
    • 40. I should be I am I feel like being