Selling Is Everything. G.F. Tanham
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factors
•Knowledge
•Creativity or innovation
WHO DO YOU DO IT FOR? (AND WHAT’S IN IT FOR ME?)
In our scenario of meeting someone for the first time, the question is usually stated, “Who do you work with when you do what you do?” This is a simple way of trying to confirm value in the calculator that the answer is a common reference that can be perceived as value to the listener. This in turn allows for additional commonality and the opportunity to share this likeness with stories about common contacts or companies. The value process begins with a common reference and knowledge. It could be an industry, a company, people or places, they all provide a commonality. “Who do you know who uses your stuff that I may know?” is one simple example of this dialogue.
In the sales world there are few more powerful strategies than telling a good story of what one client did with the solution you are selling and having the buyer know the company or people there. It is personal knowledge and that is high value. The common foundation can be either life experiences or foibles we all suffer. The fact that a story can be so powerful is validated by all great sales stories floating around in our society.
A couple of examples include:
The Wal-Mart story of Sam Walton driving an old truck for 20 years and eating breakfast in the same café is classic. This shows he was a common guy like the rest of us, though his family has a bit more wealth than mine.
Bill Gates’ narrative of building an empire to compete with the world after dropping out of school and starting a software company in his garage.
Rags to riches are the most obvious, but sales stories are the grist of who you work for and demonstrate the value or What’s in it for me? Whether these stories are true or not should not prevent us from recognizing that stories are dreams attained or aspirations achieved. Through stories the salesman delivers to the buyer greatly enhanced value.
In the Who do you do it for? stage, the buyer is trying to address the following:
•Relevance
•Industry knowledge
•Industry reputation
•Respect in the market
•Innovation
•Quality
•Stability
•Cost
•Focus
In the following chapters the Decision2Buy process will be investigated in great detail as it pertains to selling solutions that generate revenue. The balance of the book will assist you in integrating this process into your everyday selling opportunities and maybe your personal life, too. Continue on this quest that drives your internal calculator by understanding your What’s in it for me?
THE FIRST RULE OF MY SPEAKING IS: LISTEN!
LARRY KING
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