109: Jermaine Edwards | Uncovering Truth: Selling to Someone's Multiple Layers

Takeaways

1. Relationships Begin With Intent: You don’t need me to tell you this, but buyers can sniff a hard sell coming from a mile away. The long-term relationship you’ll build begins with the first conversation you have. Find a way to align your goals with their needs. And no, that does not mean you have to sell them something. Steven Covey said it best, “Seek First to Understand.” I know you have a quota, but if your first intention is to better understand your buyer's world, you may actually discover a way to help them that doesn’t include your service. Now, what do you think will happen when they do need what you’re offering?
2. Realize You’re Selling to an Individual: My guess is if you’re listening to this podcast you’ve either been given ideal customer profiles or you’ve built your own persona of what a typical customer should be. While commonalities do exist, you have to understand each person you come in contact with has their own map of the world. The lens they see the world through guides how they receive the information you share. Understanding how they think should be your most important objective.
3. Emotions are Always Attached: Within the context of your conversation, it’s important to look for the specific emotions your buyer is exuding. How they’re interpreting or speaking about something and what they’re attaching that emotion to will tee you up for being able to move them. You’ll first want to attempt to remove the attachment with something helpful or reassign the emotion to something else allowing you to work collaboratively toward a particular goal. Remember, as humans, emotions guide our decision while logic allows us to rationalize after the fact.

Full Notes

• https://www.salestuners.com/jermaine-edwards

Book Recommendation

• Getting More by Stuart Diamond

Sponsor

• Costello - What if every sales rep inherited the habits of your best rep? With Costello, they do.