Go-givers sell more
I like a good business book especially ones I can motor through in short order (a weekend or less). One such I came across over the weekend is “Go-givers Sell more” by Bob Burg and John David Mann. If Tom Hopkins has good words for a sales book it must be worth a look.
My key learning was the importance of focusing on giving value throughout the sales process and not on chasing the sale which automatically makes the process all about them (your prospect) and not about you. The biggest thing here is the mindshift required to move from “I’ll give a bit of value so I get x back” to “I’ll just give value”. It takes you from the danger zone of appearing needy, to a position of relaxed strength and confidence. Now that’s what I call a helpful shift. Sounds simple doesn’t it.
Every sales person worth his or her salt will have been trained and will have practiced asking open questions to get the prospect to talk, to open up and to help the rapport building process. This in itself is great. The trouble is most sales people can’t wait to look for the opening that allow them to practice all their great trial closing and closing techniques. Urrrrgh! Have you ever been on the receiving end of “great technique”. Me too. I hate it with a passion. That means my ever increasingly astute and better educated prospects will also feel negative in the same situation. Jeffrey Gitomer has it absolutely spot-on in his “Little Red Book of Selling” when he says “Give value first, don’t add it.”
If you can make the process, the experience, all about them, give value, help your prospect move forward themselves, be genuinely curious about them and appreciative of what’s really important to them, then you will be able to make it easy for them to appreciate and invest in whatever it is you have to offer.
There’s a great acronym in sales - ABC - always be closing. Has it had it’s day? How about “AGV” - Always Give Value? Not as catchy maybe but a million times more effective.
What do you think?