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Effective
Selling and the Titan Principle™: Let It Work For You
by
Ronald E. Karr, Karr Associates, Inc.
“I
am the world's worst salesman; therefore, I must make it easy
for people to buy.”
F.
W. Woolworth
Competition
in the tough global marketplace is relentless and intense.
To prevail in this demanding, high pressure and
unforgiving arena, salespeople must position themselves as an
extraordinarily invaluable resource.
Succeeding in sales means uniquely distinguishing
yourself from the herd of “me-too” vendors.
It means partnering with customers and providing them
with solutions that achieve their goals.
How,
exactly, do you partner with your customer?
I've worked with thousands of salespeople, and the vast
majority of them have heard this tiresome comeback far more
often than they would like:
"Want to be my partner?
Drop your price!” So, what do you have to do to avoid having to hear this?
Put the Titan Principle to work for you.
The
Titan Principle: At the end of the day, the business will go
to the individuals and organizations that provide their
customers with what they need in the way that they want it -- by
identifying exactly where the customer or prospect is going, and
by aligning their appeals with an existing, powerful purpose.
One of
Webster’s definitions for the word “Titan” is:
“Any person or thing of great size or power.” Giving your customers what they need in the way they want it
will result in your business securing a position of great size
and power in your marketplace.
The Titan Principle
is all about the high-perceived value that builds instant
alliances. Now, you
are probably thinking that your customer's number one concern is
getting the lowest possible price.
Believe it: Before price even becomes a factor, your
customer wants other things.
First and
foremost, your customers are searching for solutions to their
challenges, present and future.
They are looking for ways to improve their productivity,
to become more profitable, and to increase their competitive
advantage. Meet any
of those fundamental needs, and you will move the customer
forward to buy your products or services.
What The
Person Needs and How The Person Wants It
A relationship with a customer will remain meaningful only
if you stay abreast of what the customer wants and how the
customer wants it at any given time.
Lose track of how your customer wants something, and your
competition comes in and steals the business right from under
your nose. Why?
The competition was more vigilant in keeping up with the
things your customers needed and how they wanted them!
For some reason, salespeople start taking things for
granted once they have secured a business relationship.
This is a sure-fire way to lose commission dollars!
What
They Want Besides Price Cuts
Customers, as we’ve seen, are looking for those who can
deliver products and services the
way they want them.
"Just in time" delivery, joint development
teams and sourcing committees are attempts to address this
requirement. Customers
also want an advocate: one person who will be accountable for
all that is done, and will accept the responsibility for making
sure everything happens as it should.
In this day of cross-functional team selling (a fancy
term that means, “involving every part of the business in a
sale”), the customers want a focal person to rely on more than
ever.
How You
Deal With People
You cannot differentiate your products and services solely
on the basis of traditional features and benefits.
Differentiation must occur in the way customers are treated during the
sales call.
In other words – you must connect with prospects and
customers, and demonstrate to them immediately that you are
dedicated to providing them with what they need in the way they
want it. That’s
the best customer-retention program going!
What
"Value-Added" Can Mean
A word of clarification on The Titan Principle: When I say
"giving your customers what they need the way they want
it," I do not necessarily mean that you have to go out and
change your product or service.
In most cases, you can deliver Titan results by simply
changing the way you act in the sales call, learning more about
your customer, and possibly reallocating some resources to
change the way you deliver your products and services.
You -- the
salesperson, entrepreneur and/or provider of professional
services -- can make a difference in the area of value added
selling. How you
position yourself with the prospect or customer, the information
you obtain and the solutions you provide, will determine whether
or not you are a Titan in the eyes of your customer.
In order to
sell and be considered a value-added partner, you have to
convince the other person that, before he or she even uses your
services, you are indeed the best one suited to bring new life
to the organization and help your contact get to where he wants
to be. That's your
role!
©
1999 by Karr Associates, Inc.
This
article is excerpted from Karr’s Titan Principle™- The
Number One Secret to Sales Success.
Ron Karr is a professional speaker, consultant, trainer
and author who specializes in helping organizations to dominate
their marketplace and assisting individuals to get closer to the
people they serve. Ron’s Titan Principle™ has generated
tremendous results for his clients in the areas of sales,
negotiations and customer service. Call 800-423-5277, fax 201-
461-5621, or visit Ron’s website, www.ronkarr.com,
for information on results-oriented services and learning tools
(including his books, The Titan Principle™-The Number One
Secret to Sales Success and The Complete
Idiot’s Guide to Great Customer Service).
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