I often run this as an exercise on a flip chart or whiteboard – down the left hand side I write
I
K
E
A
And I say these are the 4 things that a customer wants to see in a sales person (especially if they are Swedish!). So I is for?
Integrity – honesty, transparency, a relationship based on truth
K is easy
Knowledge – but what knowledge? Your products and services, your company’s processes, your customer’s company – their offerings, their market, their industry, their competition
E is more difficult and takes a bit of time to get.
E is for Empathy – putting yourself in your customer’s shoes, what’s it like to do their job, what are the key priorities and issues they face
Finally A – I sometimes have to spell out the first few letters A-U-T – famously on one course a delegate shouted out Autism (you wonder what’s going on in people’s minds sometimes).
A is for Authority – the customer will be evaluating you in this regard, so that if something goes wrong will this sales person have the authority and gravitas within their company to resolve the problem.
I find this very useful for getting sales people to think from the customer’s perspective rather than their own. Let me know if this approach is useful for you.
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