Outfluence in the Sales Environment III
Outfluence is a communication model that emphasizes an others-focus along with awareness of our personal silent communication, the silent communication of others, and a commitment to inspired performance. This series on Outfluence in a Sales Environment will address building trust with a customer. Review the initial article in the series to learn why we are focusing on trust.
Clarity in sales is paramount. So we have to say what we mean. What’s the best way to say what we mean and assure clarity? In its seminars on Building Trust in the Sales Environment Outfluence, LLC teaches that there are seven communicators that will get the job done. Today I will focus on one, which is that a salesperson should deliver information with authority but not with arrogance.
A successful salesperson understands that each customer stands on equal footing with him. He assumes that the customer is intelligent and is searching for product information upon which to make a purchasing decision. The salesperson is not supercilious in the representation of his product. Rather, he determines the customer’s needs through carefully designed questions and then he responds with facts, adding just the right touch of genuine emotion to express his belief in what he is saying.
The salesperson’s effort at bringing clarity to a selling environment also contributes to the development of trust between the salesperson and his customer. A customer wants to see that the salesperson is not only selling a product, but that he is selling a product that he believes is worthy of the customer’s consideration.
Another component to building customer trust is in your ability to advocate for the customer. To advocate is simply to support, and there are several ways to support your customer. Advocacy is one of four components in the salesperson’s development of a giving attitude. Customer service can be defined as a giving attitude.
My wife was being assisted by a salesperson in a department store when another customer brusquely interrupted and asked for assistance. After being politely advised by the salesperson that she was helping another customer (my wife) and that she would be with her shortly, the second customer interrupted twice more before the salesperson responded in more vigorous terms. The salesperson could have attempted to help both of her customers simultaneously, but she knew that that would spoil the pleasant shopping experience of her primary customer (my wife).
For many people shopping is a form of recreation, an escape from ordinary tasks of the day. Buying is part entertainment, part pampering, and part business, isn’t it? If you can find ways to advocate for your customer, your customer will come to trust you and look forward to doing business with you.
I have recorded a brief video to accompany this week’s Pearl. Please take a moment to watch it; you will learn how to acquire additional information on this topic, and I’ll tell you how to get some free stuff!
Check back with me next week and I’ll tell you about the interesting process Dallas Cowboys owner Jerry Jones uses to silently communicate with certain of his players. I will also give you an idea or two on the subject of expressing friendliness to customers. These are super topics for building trust. In the intervening time, go out and inspire today with great salesmanship!
