By Dave Fellman
Here’s a question for you. Which of these words best describes the real essence of selling: (1) Convincing? (2) Consulting? (3) Counseling?
What’s the correct answer? Well, there's probably some of each of these things going on in most people's overall sales technique. But as usual, there's more to the question than a very simple answer. So let's look at these "three C's of selling" and see what we find.
Convincing
At the most basic level, selling print and related services is mostly about convincing people to buy them from you. That's not quite as large a challenge, by the way, as some salespeople have in other industries. Many of them also have to deal with convincing a prospect that he or she needs whatever that salesperson is selling. We know that we need water to drink, for example, but do we really need a water filtration system?
So it's good news, I guess, that a print salesperson’s "product" is need-driven. That covers half of your convincing challenge. But the other half is still pretty significant, isn’t it? I may know that I need prints or brochures or banners, but I may not know that the best person to buy it from is you!
Consulting
For many years now, consultative selling has been a popular topic among sales managers and trainers. In theory, the consultative salesperson is much more than just a person with a product. He/she is a resource, a source of answers and solutions to whatever the client or prospect's problems might be.
This goes directly to that “other half” of the selling challenge, facilitating the decision to buy from you. The prospect has good, your challenge is to show him/her an opportunity, to show that you represent better.
The foundation for doing that is laid in the questioning process that is the absolute core of consultative selling. Consulting always starts with questions. It has to. You have to learn what the situation is before you can expect to improve it. And beyond that, as a consultative salesperson you want your customer or prospect to be completely involved in this process. Because — and here's a key piece of psychological understanding — people love to buy, but they hate to be sold to. Many consultative salespeople have learned that the easiest way to convince someone to buy from you is to guide that person towards convincing himself/herself.
Counseling
Guiding isn't quite selling, though, and the truth of the real world is that even the consultative approach is no guarantee of success. There are many talented fact-finders who can analyze a situation and put the right options before the buyer, but still not end up with the business. Why is that? Because a logical, consultative presentation can lack an emotional element that makes the final connection between salesperson and buyer.
In my experience, the truly great salespeople go a step beyond logic to add this element of feeling to the process. The feeling is equal parts caring — for the buyer — and conviction that your solution is the right one. In a way, it's much more risk-taking than the pure consultative approach. Here, you act not just as consultant but as counselor, saying "This is what I would do if I were you."
These can't be the first words you say if you want to be truly convincing. They aren't words that can stand alone. They have to be supported by your demonstrated understanding of both the "problem" and the solution. They have to be supported by the full consultative process, asking all of the questions and listening to all of the answers. They have to be supported by trust and confidence earned from the buyer through that process. But I'll tell you this, when you can say them with confidence — with caring and conviction — you're in the real major leagues of selling.
And that's what I'd be doing if I were you.
Dave Fellman is the president of David Fellman & Associates, Cary, NC, a sales and marketing consulting firm serving numerous segments of the graphic arts industry. Contact Dave by phone at 919-363-4068 or by e-mail at dmf@davefellman.com. Visit his website at www.davefellman.com.