The old way of selling is dead. No longer will clients sit through the Feature–Advantage–Benefit (F-A-B) approach where you begin by telling clients everything you and your company has to offer, then tell them the advantages of working with you, and then explain the benefit they would get by doing that. This long-winded, one-way monologue will turn off even the most patient person.
The selling formula for today’s clients is Needs–Answers–Resources (N-A-R). You must start by discussing the clients’ needs and then offer the high-level answers that will fulfill their needs. Only then have you earned the right to discuss how you and your company are uniquely qualified to help them reach their goals.
Getting clients to identify what “success” looks like in their minds and in their words, educating them as to what it will take to meet these objectives, and then explaining why you are the person for the job, is crucial. Here is a step-by-step action plan to build instant trust and strategically listen to the seller. To help, we’ve created this quick video to walk you through the process.