High Trust Selling
As a salesperson makes daily calls to get appointments and give presentations, most have wondered why some buyers do not purchase when the advantages of purchasing seem so blatant – so logical. Over the years we have thought that the answer to that was in building a trusted advisor relationship with the buyer so that we could have more credibility with the buyer. We have also solicited testimonials and other proof sources to help us with this.
A solid definition of pain as it relates to selling is, any actions or decisions that lead to emotional stress on a self-graded basis and appear to them that they were incorrect in what they chose. To accomplish this successfully, you need to be somewhat proficient in high trust selling.
The question becomes why any emotional recall system, that addresses these painful issues is necessary at all — within any sales process. Most types of presentation contain some form of a generalized recall system to make issues top of mind for the prospect. This is generally done by a needs analysis. Unfortunately this does not quite do the job, but it does make the issue(s) top of mind, but does not try to handle it. The problem is that without experience in high trust selling, the prospect will be reluctant to open up. I believe and have demonstrated that more specificity is better and gets phenomenal results.
In each of our lives we have things happen that are not pleasant, and they are physically or psychologically damaging – this is what we call pain. Pain stops all of us in our tracks, freezes us in time and thwarts our goals or objectives, and we may not even be aware of it. This is true in our business lives and business decisions, as well.
Everything in the present, because of painful issues, is then viewed through the prism of any past painful issues. This is generally done sub-consciously, so we do not even know it. We like to think we get over things and move on – perhaps not. It can be a small pain or a very large pain; they all have the same effect of interfering with our attitudes and our emotions centered on the area that the pain originally occurred in. Past painful decisions distort present reality and hamper our moving forward. Prospects are the same as the rest of us. They too, have issues. Unfortunately, those issues can and generally do, stop them and us from achieving new outcomes.
What a good recall system should give us is a tool that directs the prospect’s critical thinking skills to those areas of upset. Those areas of upset are discovered easily by use of an assessment that the prospect fills out. Therefore, we are working off what they perceive as an issue. It is already in their reality and because of that they can handle it with direction from us, as consultants.
A good recall process will help to desensitize an emotional issue, and make our prospect’s thought-software fully available to them so a logical decision can be made about our product or service. If they purchase your services or not, you will have helped them tremendously.
