The Results Engine.
BUILDING THE BRAND.
Sales must follow the lead of the big picture – the brand value – or it breaks the business at its outset. Breaking the image, confusing the market, or promising something that is not able to be delivered will either support or break down the experiential differentiation.
With a communication hierarchy in place, the market will pre-qualify their interest, allowing sales to be responsive as opposed to assertive. They will hear what is being said if you're speaking to an audience with the propensity to want what it is you have to offer.
Skilled sales understand that successful communications are a seduction process held up to a market who ought to be inclined to respond. It is a carefully-honed sculpture, a hierarchy of information designed to speak to the markets respectfully, building lasting relationships that are naturally inclined to build a referral business.
An appreciative customer becomes your greatest ally.
When done artfully, the markets have a sense of discovering what they have yearned for – you. Discovery consists of a sense of wonder, an appreciation for what may be rare, unique, useful, beneficial.
Knowing how a product works is not nearly as important to the consumer as knowing what it does. People don't buy a well-made mattress, they buy a good night's sleep. And if the other mattress manufacturer is selling a good night's rest, you start selling sweeter dreams.
successful selling is never random.
In the end, it's all about people.
So, yes, we believe that the fundamentals of life still apply. That acknowledgement and appreciation matter. Human contact is meaningful. And listening – truly listening – is its singularly important.
Good selling is a methodical process. Greatness in sales will only come from people who enjoy – genuinely enjoy – other people and the process. But never, ever, expect sales excellence from the very best teams with an ordinary project, a misfit product, or a so-so destination. To sell without authenticity breaks a fundamental tenet for those whose pleasure it is to inspire people to buy.
The greatest assets of a business are people-related: its employees, its markets, its connectors. They will tolerate a break in respect perhaps only once (often not even that). It has always been said that you have only one chance to make a first impression; the mirror of that axiom is this: The cost is ten times greater to get a lost customer back again, never knowing how much poor "press" they have shed to others during the process of their disappointment. Details matter. Attention and respect for your market and people behind the business makes the difference.