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    Finding the Sticking Point: Increase Sales by Transforming Customer Resistance into Customer Engagement
    Finding the Sticking Point: Increase Sales by Transforming Customer Resistance into Customer Engagement
    Finding the Sticking Point: Increase Sales by Transforming Customer Resistance into Customer Engagement
    Ebook219 pages1 hour

    Finding the Sticking Point: Increase Sales by Transforming Customer Resistance into Customer Engagement

    By Brady G. Wilson

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    About this ebook

    This brief, incisive, and entertaining book will take you to that place where sales are made with energy and flow. Finding the Sticking Point shows you how to converse with your customers in ways that help you:
    • Find the point of resistance to a sale
    • Detect its connection of this point of resistance to your cutomer's emotional needs and energizers
    • Build a relationship based on trust
    • Increase your sales by revealing the Bigger Reality between you and your customers.
    As the author puts it: "Selling is not about closing sales; it’s about opening relationships: engaging relationships that will support many closed sales."
    LanguageEnglish
    PublisherBPS Books
    Release dateOct 1, 2012
    ISBN9781926645896
    Finding the Sticking Point: Increase Sales by Transforming Customer Resistance into Customer Engagement
    Author

    Brady G. Wilson

    Brady G. Wilson is, undisputedly, the embodiment of focused energy. As co-founder of Juice Inc., Brady’s vision is to create a world where businesses pulsate with creative energy. For 20+ years, he has inspired and energized leaders, managers, and frontline workers in many of North America’s Fortune 500 companies. His passion for creating breakthroughs for companies has spawned such innovative tools and programs as The Power of Conversation™, Beyond Engagement™, and The Energy Check™. Brady lives in Guelph, Ontario. He is also the author of three other books dedicated to improving employee performance and business results: JUICE: The Power of Conversation – The Secret to Releasing Your People’s Brilliance and Expanding Your Leadership, FINDING THE STICKING POINT: Increase Sales by Transforming Customer Resistance into Customer Engagement, and LOVE AT WORK: Why Passion Drives Performance in the Feelings Economy.

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      Book preview

      Finding the Sticking Point - Brady G. Wilson

      Chapter 1

      PULL CONVERSATIONS

      In Sales, Relationships Make the Difference

      Here is perhaps the most important point that can be made about the process of selling:

      The true nature of this business we are in is not about closing sales; it’s about opening relationships: engaged relationships that will support many closed sales.

      And what is the one feeling you need to create in your customers to trigger this kind of engagement? A feeling of trust. Very little money will exit your customer’s wallet and enter yours without this crucial connection.

      Not so, you may be thinking. As long as my product is superior to my competitor’s product, it’s not that big a deal whether or not I create a feeling of trust.

      But in my experience, no product or service can compensate for lack of trust. In fact, we could define selling as what you have to do when not enough trust exists in the relationship.

      Think of a customer who trusts you completely. A mere recommendation is often all it takes to get a sale. Now think of one who doesn’t. A major campaign is required just to book a meeting.

      Why Customers Buy

      A pharmaceutical client of ours recently completed a study that revealed why their customers — doctors — buy from one drug company instead of another.

      You’d expect that the doctors made their decisions rationally, based on the efficacy of the drug.

      Guess again. The study showed that when the product of two drug companies was perceived as close to par, the doctors’ number-one decision-making criterion was their relationship with the account rep.

      You have to have a good product to be in the game. But success will be sparked by the trust-building talents of your sales approach more than by the superiority of your product.

      And trust is built through Pull Conversations.

      Push or Pull?

      Every July I return to Manitoulin Island in Lake Huron to the cottage where I spent the summers of my youth.

      It’s not all fun and games up north. For example, a few years ago we had to replace the wiring between two of the cottages. Because the new wire was going to be buried, the job entailed running a thick electrical wire through a plastic hose that would protect it underground.

      The challenge? How to get 140 feet of wire through 140 feet of plastic hose. Mike, the hardware store guy, had offered some advice, but it seemed far-fetched and time-consuming. My brother Tim and I decided to try something faster and easier.

      First, we uncoiled the wire and stretched it out in a straight line along the beach. Then I tried pushing the wire through the hose. Although the wire was stiff, I reached a sticking point after pushing twenty feet of it through the hose. Friction was making the wire buckle in my hands.

      We thought of taking the wire and the hose and hanging them over the edge of nearby East Bluff. Maybe gravity would overcome the friction and the wire would slowly fall through the hose. But that would mean rolling up the wire and the hose, driving it up to the bluff, unrolling it over the edge, sliding the wire through the hose (which we weren’t sure would work), rolling the hose back up, and driving it back to the

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