Business growth specialist and author of Run Your Business on Autopilot – How to Leverage Your Business for Maximum Profit in Minimum Time , Greg Roworth, outlines what he calls his Power Selling System.
Imagine that someone goes to a doctor for a routine health check. During the check-up, the doctor becomes concerned and asks for more tests. The tests show a lump that may be cancerous and a biopsy is recommended.
Based on the doctor’s testing and recommendation, the patient has moved from a state of apathy to urgency.
What has happened here? Why could the doctor sell the recommended treatment with virtually zero resistance and without even being questioned about the price of the recommendation?
I am sure it is that the doctor has authority and trust – two of the most powerful factors of influence and persuasion.
How much difference would it make if you could sell with authority and trust, like the doctor, compared to selling with the traditional approach?
The Power System works through these five steps:
Position yourself as the authority
Positioning yourself as the authority happens before you ever meet with your client. You primarily need a degree of knowledge that enables you to be considered as an expert or authority.
Work to create the perception of authority by using any third-party artefacts that emphasise your expertise. When you demonstrate a high level of expertise to solve your clients’ problems, you command more respect so that when you recommend the solution, they will frequently accept without checking to see if they can get it cheaper somewhere else.
Own the terms of engagement
First impressions are critical.
You will undermine your credibility if you act like a typical salesperson instead of like a doctor.
Have confidence in your knowledge and your service; having a process to follow will help you control the meeting; and use authoritative command tonality when you ask your clients’ questions.
Win their confidence
Winning the client’s confidence comes from diagnosing, not selling. When you diagnose, the focus is 100 per cent on your client’s situation, but as a result, they gain trust and confidence in you and your expertise.
It is great to be able to diagnose a problem, but often the client won’t know if an appropriate solution exists, or if you know what they need.
When you educate, you build authority by demonstrating that you not only know the solution, but you are even the authority in providing that solution.
While salespeople offer a product or service, you will recommend a solution.
Take note that in the Power System, every part of the process is focused on your client finding a solution to a problem. There has been no selling. There has only been diagnosing and advising.
If you have done your job well, you now have a client who is eagerly wanting to know how you can help them.
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