Educating the client on the sales proposal
We've all been in situations where we struggle when someone doesn't understand something. Usually, we take a breath and utter — either aloud or to ourselves — “Let me see how I can make this clearer.” This situation is an example of the curse of knowledge.
The curse of knowledge is that we're all unique in what we know. Our collective experiences and learning over the years create a set of knowledge that's singularly ours. This knowledge can be a curse when we want someone else to understand what we already know. The other person doesn't have the same experiences, expertise or information. In fact, he or she has their own perspectives and understanding, and their own sense of the world that shapes how they hear and understand what they're told.
This curse of knowledge can be damaging in sales situations. Salespeople, if they're good at what they do, know their products and services inside and out. They understand not only how things work, but also the benefits of what they offer. Good salespeople can easily make connections to outcomes; they've been there before and they know how to get to the desired results.
The clients, though, are coming from a completely different context. Their knowledge does not equal the understanding the salesperson brings to the discussion. Their knowledge comes from their own perspective, learning and context.
When the client doesn't understand the value of a proposal, many salespeople often shift into addressing more features and more benefits; it's sort of like talking louder when someone who speaks a different language doesn't understand you. The salesperson continues to impart his or her knowledge, thinking that the more the client knows what I know, the quicker and easier it will be for them to make a decision.
‘Who’ over ‘what’
In this situation, the salesperson's knowledge gets in the way of their understanding of the situation. Here's how you can fix that: Use your communication skills and tools to reframe how things are bought and sold. Recognize that all of one's knowledge does not apply. Rather, what does apply is the knowledge that aligns with the client's needs and emotional drivers.
The most successful people in sales focus on “who” rather than “what.” By this, I mean they first develop an understanding of the person's wants, needs and emotions that drive their decisions. This understanding of the person precedes any in-depth discussion of products or services.
This kind of understanding leads to empathy, which opens the door to understanding someone's perspective. As you come to understand, you can articulate your knowledge in the ways that connect best with the client and help them make decisions.
Tools to help shape one's knowledge can take many forms. Metaphors are one of those tools; they can illustrate situations similar to the client's, using the same context and emotions. Another tool is stories. By its very nature, storytelling creates paths for understanding on an emotional level.
You know your products and services, and what they can do. Don't let that knowledge get in the way of connecting with your client and building a relationship with them. Your client makes a decision first — and in the end — from an emotional perspective. A strong relationship enables you to connect with a client's emotions.
Your client wants to know what you know about them, not what you know about yourself, your products or your services. Ask questions, listen well and be empathetic.
Your client wants to know they're heard and understood, so use metaphors and stories to share your expertise. Paraphrase to confirm.
Most of all, your client wants to trust you and what you say. This trust comes about through strong relationships, not knowledge. Focus on “who” before “what” and your knowledge becomes a valuable asset, not a curse. n
Ken Cook is co-founder of How to Who and co-author of How to WHO: Selling Personified, a book and program on building business through relationships. Learn more at www.howtowho.com.
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