Today I had the pleasure of attending a TSEA (The Association for Exhibit and Event Professionals) event for the first time. I mostly applied because I was interested in the presentation which was going to be on “Steps for Building Consensus: Enhancing the Value of Your Event Program” given by Keith Reznick of Creative Training Solutions. As a side benefit I also sat with some really nice people. Although the presentation was tailored toward corporate exhibit managers it could also apply to sales. Here are a few of my takeaways:
-What are your clients objectives? Build value with your customers. “It ain’t about you, it’s about them.”
-There is a gap between where your clients ARE and where they WANT to be. This gap is where you can provide value.
-what is your client/prospect trying to improve and why?
-Buy-In vs Consensus. Buy-in is where the decision has been made and you then ask for support on your decision. Example, “I need this of you.” Consensus is a collaborative effort where the solution is decided upon together.
-understand your customer’s perspective, goals. Help the stakeholder accomplish these.
-What’s in it for them VS what’s in it for me
-Always focus on the solution, not the problem.
-A golden rule in sales: Find out about them before you tell them about you.