MODERN SALES
their needs might be.
4. If you don’t know the answer,
say so. Let them know how you
are going to get the answer to this
question and when you will get back
to them.
5. Have a picture of your ideal
client. If they don’t fit, be honest
and say so. This allows you to
either help them find someone who
does, or review their fit with your
ideal client model.
6. Think about the informational
and emotional needs of your client.
Look at ways to meet these in your
meetings.
RELIABILITY
Understanding reliability is simple.
Do what you say … and say what
you do!
Reliability can be gained at the
start of a relationship through
client referrals and testimonials.
But then it is built over time, with
each new client through your words
and actions. With each positive
interaction they have with you, the
more reliable they will judge you to
be.
There are the obvious elements
to reliability such as getting back
to people when you say you will
and honouring your offers. The
less obvious are the subconscious
influences, the way that people
feel about your reliability. For
example, can you anticipate the
client’s needs and routines? If done
well this is a powerful way to build
reliability. Observe and ask about
your clients preferences and then
deliver based on those.
Here are some questions to use:
• Do you prefer being called in the
morning or afternoon?
• Would you prefer I send the
proposal before I come and visit
you to discuss it?
• Is there anyone else in the
organisation that I should speak
with so that I can better understand
how to address this problem?
Tips for Building Reliability:
1. Be clear about what you intend
to do and by when and deliver on
these commitments.
2. Send follow up emails of what
you have discussed and the
commitments you have made.
3. Be organised. Send meeting
requests for future meetings, and
confirm the day or week before.
4. Ensure you know the goals of
your client.
5. Ensure your client is clear on your
goals.
6. Look for and respond to the
unspoken logical and emotional
needs of your client.
INTIMACY
Intimacy is the most important
element on the numerator of the
Trust Equation. Intimacy is when
your client is happy to talk to you
about sensitive issues or personal
ideas. This can be an emotional
connection that they have with the
problem.
Building intimacy increases what
you know about the person, and this
is a risk both for them and you. Be
careful when approaching people
with intimate questions. They will
give you answers when they are
ready to trust you. To know this
though, you need to test the water.
Intimacy is a dance conducted
February 2016
ModernBusiness
27