Have you ever experienced any of the following?
- A salesperson returns from an important client call with no new information or insight into the customer’s need or problem.
- You have a surprising sales loss at the proposal stage because of a undisclosed need or concern.
- A customer cut a meeting short or doesn’t return the salesperson’s calls.
- A salesperson uses an approach with one customer to great success, but the same approach with another customer causes them to become impatient and tense.
The common factor among all of these experiences is that they result from a poor connection between the salesperson’s style of communicating and the customer’s communication preferences. All sales methods—Solution selling, Counselor selling, and Strategic selling—require customers who are willing to share information, express honestly their needs and concerns, and remain open to your suggestions. In other words, you must have a trusting relationship.
What makes the difference between successful and unsuccessful communications with customers? One word—Versatility. Your salespeople’s Versatility is the single best predictor for getting second appointments, winning sales, and getting referrals.