Five Things Clients look for during the Sales Dialogue:

  1. Did you do your research about the (Client’s) Organization. Did you understand what their market environment is and how they fit into it. Did you know who their competitors are and how they stack up against them. Were you able to demonstrate an awareness of what keeps them awake at night?
  2. Were you able to clearly articulate your solution proposition such that it not only answered the questions the client raised during the dialogue, but in fact anticipated and clarified those that were never articulated, but that were on the Client’s mind?
  3. Were you able to demonstrate and articulate deep awareness of what the client stands for – The Values the Organization embraces, The Professional, Social and Global considerations that resonate within the Organization.
  4. Were you honest when responding to questions about your Solution, any limitations that may not totally cover the Client’s expectations, and most importantly did you encourage the client to articulate any references to competitive Solutions…and did you respond with Honesty, Clarity and Conviction.
  5. Throughout the Sales Dialogue process, did you ensure (and indeed encourage) the client to share the Organization issues, concerns and aspirations without interruption. Did you listen more than you spoke throughout the Dialogue…I mean true listening from the heart to understand and appreciate what the Client’s real issues and concerns were.

You see…in the final analysis, the Role of the Sales Professional is not so much about selling…. as it is about empowering the Client to buy!

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