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In stressful times, people turn to their leaders.
Now, when I say “leaders,” am I talking about authority figures like executives, government officials, or parents?
Maybe. Maybe not. The truth is a title doesn’t make anyone a leader.
A leader is ANYONE who provides assistance, information and guidance to those who need it.
So guess what that makes YOU to your customers!
Your buyers are turning to you as a leader in a stressful time. Are you in a position to give them what they need?
Here’s a recap of everything in this episode of 5 Minute Sales Training:
In times of turbulence, we look to leaders.
You, as a salesperson, are a leader. Your customer is looking to you.
What does your customer need from you during uncertain or scary times?
1. Your customer needs calm.
If you don’t read Seth Godin’s blog, you really should.
One of the things that he said in that post was that “panic needs a network.”
If one person panics and nobody else responds to the panic, it does not spread.
But if everybody picks up on the panic, it spreads like wild fire.
On the flip side of that, calm has a dampening effect.
Even if your customer is nervous or afraid for some reason, your calm has a dampening effect on all of those emotions.
Give them calm.
2. Your customer needs connection.
We want to trust our leaders, and you are a leader. What is the shortcut to trust? The shortcut is likability.
When we as human beings decide that we like you, we also decide that we trust you.
It is imperative that you build a sense of connection with your customers.
3. Your customers needs facts.
Somebody once said that everyone is an expert on their own emotion, but that does not make them an expert on the facts.
When you provide your customer with facts, you move them off of emotion and into the logical realm.
You’ll never win an emotional battle with a prospect.
You are outgunned. They have more ammunition than you do.
But there’s good news. This is not your job.
Your job is to balance whatever emotion your customer is carrying with the facts.
4. Your customer needs a game plan.
I love the word, “let’s.”
I love the word “let’s” in a sales conversation because it infers mutual purpose. It infers partnership.
You’re not trying to get your customer to do something against their will. You’re trying to join them in their journey.
They have a problem to solve and you’re going to lay out the plan that says, “Let’s do this.”
But it better be in the best interest of your customer.
5. Your customer needs reassurance.
Neville Chamberlain was the Prime Minister of Great Britain in the early days of World War II who was essentially removed from that office because he had tried to negotiate with Hitler.
He tried to say, “Oh, everything’s going to be fine. He’s a reasonable guy.”
Hitler was not a reasonable guy.
Enter Winston Churchill at a time when Britain needed solid, stable action.
Churchill stepped in and said, “We are going to get through this.”
In the face of astronomical odds, he gave people reassurance that Britain was going to fight. And people rallied.
How can you reassure your customer?
How are you doing in these five areas?
Not just with your prospects, by the way, but how are you doing in these five areas with your peers, with your support staff, even with your management?
What are you doing to show that you are a leader?
Until next time, learn more to earn more.