At a time when the level of public trust in the UK's elected politicians has never been lower, it's an opportunity to reflect on the critical role of trust in sales, which is what I chose to focus on in this article from the latest edition of the International Journal of Sales Transformation...
The one thing constant in this world is change! Thankfully, if this wasn’t a universal constant, the prospects for all sellers would be bleak. If our customers see no reason to change, there is no reason to buy.
Marketing and sales could be so much more effective if they could find, engage, and facilitate not-yet buyers through their Pre-Sales, change management issues - the stuff that precludes them from identifying as buyers initially but who will be once they’re ready.
One thing that every sale involves is change. Unless you convince your buyer to change something in the way they are doing business, you won’t have a sale.
As sales and marketing people, the concept of “Value Proposition” has become fundamental in our positioning in our markets and with our customers.
After more than 25 years as an expert on referral sales, I’m still asked exactly the same referral selling questions today. (Maybe even more frequently than before.) I’m going to answer them right now.