The topic of our newsletter this month is “Reviving Communication with Sales CPR.”
Sales CPR is a method we evolved for bringing sales back from near-death.
Normally Sales CPR is applied to individual sales—but in this case, we are applying it to bringing your business back to life after a 3-month lockdown.
We are applying CPR specifically to communication because only communication will restore the business to you and your customers.
Today, one could say that communication as a whole could use some CPR—and to take it one step further, we could say that a true understanding of each other could use some CPR. But let us stick with our basic topic: communication in sales.
It takes communication to establish trust, which must be done for any sale to succeed. Trust basically means relying on the integrity, strength, and ability of another person. To state it more succinctly, trust means there is some kind of hope. And it is true that when a prospect reaches out to you, they have hope—a hope that they will be able to trust you enough to tell you what they are truly thinking.
They have questions. They have thoughts. They have done the research. They have asked their friends. They have asked others that they trust. But none of those people have been able to answer, fully, their questions. So, what they are trying to do when they reach out to you is to resolve the reason that they have not purchased the product yet. They hope they can trust you enough to ask those questions, and completely tell you what they really think.
A great deal of what you are trying to do as a salesperson is to change your prospect’s point of view. To change it, your prospect must first tell it to you, and they must trust you enough to do that.
Also, to change your prospect’s point of view, you must understand it. Understanding it requires patience. In today’s fast-moving technological environment, salespeople tend to be rushing to the close. One could say that a major side-effect of today’s high technology is that salespeople tend to lose patience with their customers. You are trying to gain trust and confidence from your prospect. Trust and confidence are built over time, through communication, and require patience.
You can become extremely good at establishing confidence and trust. But if you are not good at it, all technology does is make you bad at a much faster rate.
Strengthening communication is what we are about in this issue of our newsletter so that you can bring your clients safely through this massive change.
But I think you will agree that the subjects I have touched on here, and the ones covered in this issue, could apply to all aspects of our lives.
Yours in Sales,