Susan's Blog

Become a Trusted Guide for Your Clients

When you work in Sales, you must act as a “guide” to your clients and ensure you’re demonstrating the skills and attitude they require to trust you. Developing the foundation for a long-lasting, solid relationship is crucial and sets the tone for the interactions you have with your clients; these simple tips will help you grow a strong connection with the people you do business with.

When you meet with clients, encourage them to speak openly about their challenges, needs, and concerns. Ask leading, open-ended questions that tease out every detail of every problem as well as their perceived implications. You can’t earn your client’s trust and serve as their guide without first knowing where they think they need to go. Listen and be patient. You’ll soon get your chance to shine!

On the mountain, guides are masters of planning and preparation. The same is true in sales. Carefully map out all of your questions well in advance of the meeting. Make sure they address every individual’s specific concerns, roles, and responsibilities. But don’t stop there. Practice your questions so you can focus on listening, not speaking. Take careful notes. Make the meeting count.

In Conquering the Seven Summits of Sales, Susan Ershler recommends you spend time acknowledging your client’s perceptions and initially show restraint in expressing your own ideas, although you may be nearly ready to explode with proposed solutions! In doing so, you’re establishing the groundwork for a sturdy relationship based on mutual trust.

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