Counselor Selling as Relating

Radical Marketer

Harley Davidson is different than traditional marketers. They have passion and the product knowledge of their consumer base to relate to them.

Relating is How You Overcome Trust Issues

No trust = No action on task

Ten

sion

Time

Relationship

Task

Examples of Trust Issues

“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)

The best way to overcome trust issues and

build relationships is to get people to open up and ask them

questions about them.

KNOWING THEIR NAME

IS IMPORTANT.

Consistently saying a

person’s name in conversation

gets their attention and builds trust.

Examples of High Relationship Tension

Reluctance to talk

Given minimum information

Avoidance of discussing matter of substance

Doesn’t look at you

Folds arms and turns away

Communication is 55% body,

38% tone of voice, and 7% actual words

Low Relationship TensionA person who talks freely, answers and elaborates, volunteers information,

maintains eye contact, and engages with body language.

The burden of reducing tension is ours.

Accepting Responses

Meeting the consideration of others and seeing their needs as

well as our own.

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

People buy from us not so much because they understand our

product or service as because they feel we understand

them as people.

Overcoming Buyer Resistance People are afraid of being sold –

Make conversation about solving their need, not your agenda

The Key To Building Trust

EMPATHY IS EVERYTHING

Empathy is to transfer yourself into a one’s shoes and

projecting yourself into what they feel.

Credibility is a Look

Credibility means, “I see you as proper, competent, familiar, and willing to help.”

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

The Law Of Psychological Reciprocity:

people tend to treat us the same way we treat them

Know How To Be Competent

Competence refers to our back wheel. It is our technical

expertise, knowledge of our product or service.

Exhibit ability to problem solve

Be understanding to the buyer’s situation

Invite further discussion

Buyers won’t really believe we know how to solve their problems unless we can talk about them in the same terms they use.

Commonality

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

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

Self disclosure

Self-disclosure is the the general effect of self-disclosure is to promote accepting behavior and reduce or

eliminate defensive behavior.

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?

Tantalizer is a statement of the potential benefit to the prospect.

Negative Behaviors

Superiority

Indifference

Manipulation

Vs Positive Behaviors

Equality

Flexibility

Sharing

Ishoul

dbe

Iam

I feel likebeing