In customer-focused selling, a salesperson sees things from the buyer’s perspective and matches the sales process with the steps customers go through when making a decision.

The key to success is understanding people in two ways:

• Buy-knowing is when buyers believe they already know what they need to know and can make a relatively quick purchase decision.
• Buy-learning involves acquiring knowledge and weighing alternatives to arrive at the best choice.

Today’s buyers don’t want to be “sold.” They want salespeople to help them buy. Customer-focused selling is selling the way customers want to be sold to. The better you meet the buyer’s needs at each step, the better your chances of winning the sale.

Eight Roles of Selling

Buy-learning unfolds in a series of steps: change, discontent, research, comparison, fear, commitment, expectations, and satisfaction. The effective salesperson helps buyers take each step and make the purchase. To make customer-focused selling easy to use, I developed a memory aid for roles.

1. Student. Study how changes affect your prospects and seek opportunities where you can add value. The prospects’ potential value to you will determine how much time you devote to learning about them.

2. Doctor. Diagnose your customers’ discontent and uncover their needs. Discontent occurs when prospects recognize that where they are now is not where they would like to be. A problem or opportunity can cause discontent. As a doctor, you diagnose what ails your prospects and identify the complications that will beset them if they do nothing to resolve discontent.

3. Architect. Design unique solutions that simplify your customers’ research steps while setting the ground rules in your favor. Translate their concepts of what they need into buying criteria. Understand the client’s concept of need; determine the “must-haves” and “nice-to-haves”; and know the importance of each to the client.

4. Coach. Analyze your strengths and weaknesses in comparison to those of your competitors; develop a game plan to positively position yourself; and demonstrate your superiority with a great sales proposal and presentation.

5. Therapist. Draw out fears and help resolve them. The closer people get to making a major commitment, the more they focus on future consequences. Look for indications that the prospect is nervous. Once you detect fear, determine its source. Help your prospects by weighing options.

6. Negotiator. As you negotiate the commitment: 1) determine what you want from the agreement and generate a list of high-value concessions other than price; 2) reach agreement by identifying your customers’ interests and areas of agreement, and creating win-win solutions to resolve differences; and 3) ask for commitment in a non-manipulative way.

7. Teacher. After customers buy, help them know when and if value has been achieved. The objectives must be realistic and measurable. Once these goals are set, manage customers’ expectations, and teach them how to attain their objectives. Make sure they know how to use your product or service properly. Test for value delivered.

8. Farmer. The farmer cultivates satisfaction to grow the account. To survive and thrive, get closer to your customer. Customers form a perception of satisfaction based on value achieved, product quality, service quality, and price.

Think of these roles as eight selling “hats.” Which hat you wear depends on your customers’ progress. SME

Kevin Davis is a speaker, trainer, author of Getting Into Your Customer’s Head, (Random House) and president of Selling Systems in Danville, CA. 888-545-SELL.

ACTION: Develop your customer-focused selling skills by practicing different roles.