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The way you think about selling dramatically influences how stressful or effortless it is to go from “contact to contract.” The naturally competitive nature of business and the seemingly self-serving objective of selling sets up a potentially conflicting situation that can get in the way of securing a transaction – let alone developing a long-term relationship.
Selling actually is about a mutual agreement to be of service. It is about coming together in a mutual exchange of value. Agreement is the emotional bond that brings people together to form mutually beneficial business relationships. Agreement brings both parties in the potential contract discussion together positively. Here are the agreements that need to be reached in order to effortlessly move from contact to contract.
1. The Social/Safety Agreement
This essentially determines how comfortable we can be with each other. Do I need to be on guard to protect my interests or can I relax into this experience? Note that agreement implies both people. The sales professional needs to be as equally comfortable that the client will have reasonable expectations.
Remember that long after the client has written the final check for the project, he or she will have an imprint of how it was emotionally doing business with you. “That’s a great fish on the wall” techniques and rapport building strategies are only means to an end to get to a place where we can say, “Wow, I am glad that we crossed paths, regardless of whether we do business.” Consider which of these statements is more likely to generate repeat and referral business:
2. The Credibility Agreement
“Okay, I have confidence in you as a person, but can you do the work?” There are three powerful ways to enhance the perception of your competence: referred and let your reputation precede you.
3. The Value Agreement
The sales professional must feel free to commit all of his or her competence and creative energy to the project. This comes from receiving the best possible price for their work. The client’s perception of value comes from:
Can both parties agree that this a mutually beneficial transaction?
4. The Relationship Agreement
An authentic relationship begins when the client and sales professional say “I do” to each other in the form of the client giving you money and you accepting the responsibility to make good on your promises. There is no commitment from either party until this happens. This can be an agreement with lifetime implications for both parties – so enter with caution.
5. The Trust Agreement
Trust happens when two parties experience sustained evidence over time that agreements will be honored. Here is where details count: being on time for appointments, cleaning the site up everyday, finishing the job on time, the way change orders are handled – all are opportunities to reinforce trust. From a sales perspective, the more times you reinforce this the wider the door to future business opens.
6. The Loyalty Agreement
This is the pinnacle of a business relationship where you are committed to each other’s success. You are now in a consulting role with your client. You should be functioning from a 5- to 10-year plan for your client.
The root of the word sell is “to serve”. Being of service is the driving motivational force that allows sales superstars to achieve effortless success. When your prospects know that you are there to serve them, it eliminates defensiveness and opens up the way to reach agreements and go from contact to contract effortlessly.
Clifton Pieters’ latest book for landscape professionals titled "SHOW ME THE PROFITS: Closing More High Margin Sales With Powerful Referral Selling Secrets" is available through the Lawn & Landscape site. Pieters can be contacted through his Web site and by phone at 503/492-0548.