In the old-fashioned selling method, the focus was on quickly delivering information to the customer, often resulting in objections and concerns. This approach lacked proper rapport-building and could lead to premature elaboration, where the salesperson jumped into details too soon. Daniel emphasised the importance of asking high-quality questions before providing information.
On the other hand, the trusted advisory model prioritised establishing a professional business connection rather than trying to be overly friendly. Customers wanted to know that the salesperson was knowledgeable and could guide them effectively. The advisory model involved a needs analysis phase where questions were asked to understand the customer's specific requirements and desires. The key was to ask reflective questions that delved deeper into the customer's needs and concerns.
Reflective questioning was compared to what a counselor did, helping customers express themselves and feel understood. Additionally, Daniel highlighted the power of reframing – summarising what the customer had said in a clear and simplified manner. This technique could help customers see the value proposition more clearly.
The advisory approach focused on advising rather than selling. It involved making professional recommendations based on the customer's needs and desires. It was akin to a doctor providing tailored advice to a patient. The goal was not just to close the sale but to confirm that the customer was comfortable with the recommendations.
The training also touched on the importance of structuring meetings and agendas based on what customers wanted to achieve, keeping them engaged, and addressing their concerns effectively. The use of post-meeting summaries via email was recommended to reinforce the value proposition and keep the conversation alive.
In summary, the training highlighted the shift from old-fashioned selling to a trusted advisory approach, emphasising the importance of rapport-building, reflective questioning, reframing, advising, and summarising to create a successful sales process and maintain customer engagement.
