Trusted Facilitation

Recently I was asked, "If personal selling could be summed up in one or two words what would those two words be?" My reply was, "Trusted Facilitation".

[Trusted]

I went on to explain that by "Trusted" I meant  the salesperson is trusted enough by the potential customer to be allowed into that potential customer's mental space. Engaging the prospective customer in open, honest two-way communication is the core of selling and life as a salesperson gets hard very quickly if you don't.

[Facilitation]

In the mind of every potential customer are two (2) key decisions that need to be made; Will I buy (aka Buying Decision) and What Will I Buy? (aka Purchase Decision). By "Facilitation" I meant the salesperson facilitates or makes easier the potential customer's progression through each of these two (2) decisions when necessary. In order to provide this type of facilitation the salesperson must know what the process (ie; attention, recognition, interest, etc.) looks like, ascertain where the potential customers is within that process and be able to guide the potential customer from where they are now to where they want to be.

[Conclusion]

If you thought selling was all about "Qualify, Present, Close" and/or "Always Be Closing" I encourage you to take a closer look.

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