𝗔𝗽𝗽𝗹𝘆𝗶𝗻𝗴 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝘁𝗼 𝗦𝗮𝗹𝗲𝘀

Matt Dixon wrote, “What if customers’ single greatest need - ironically - is to figure out exactly what they need?”*

Founders face the same challenges both when building a company and in growing sales.

𝗞𝗻𝗼𝘄 𝘆𝗼𝘂𝗿𝘀𝗲𝗹𝗳. Avoid the temptation to simply offer what the prospect says they want while ignoring your limits since that leads to disappointment on both sides.

𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗼𝘁𝗵𝗲𝗿𝘀. Ask difficult questions which go deeper, such as, “What’s your biggest fear with the competition?”

𝗔𝗱𝗱 𝘃𝗮𝗹𝘂𝗲. Explain how to make their lives better using multiple approaches (e.g. media, cases, charts) since we all learn differently.

𝗦𝗰𝗿𝗲𝗲𝗻 𝗰𝗹𝗶𝗲𝗻𝘁𝘀. Realize that not everyone should be a client since misalignment wastes time and money. While you may win fewer deals, you will earn trust, longer relationships, and referrals.

𝗠𝗲𝗮𝘀𝘂𝗿𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀. Strive to know if you impact clients positively. If not, quickly correct any deficiencies and share your learning.

I realize the pressure of cash flow is real. But if your goal is to build something meaningful, invest in knowing yourself and in improving your clients' business. Success will follow.

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* I strongly recommend Matt Dixon’s book, The Challenger Sale: Taking Control of the Customer Conversation. It was first recommended to me by Carlo Palomino

Photo by Mohamed Hassan who can be found here: http://bit.ly/2YTmwiR