Engaged buyers want to buy, so you need to use every tool at your disposal.

Engaged buyers become customers. Engaged customers buy more. A professional salesperson knows the process. Plus, a great salesperson can connect on a deeper level with the customer. The best sales people follow a process, connect with the customer and provide challenging insights that solve customers’ problems as well as help them achieve next level growth.

When connection and trust are built on empathy, engagement increases. Here’s how to use curiosity to build that.

Problem: Customer engagement is going down.

David Brock recently discussed this major problem in sales today. “We replace deep interactions with a few for higher volumes of superficial interactions with many. Ironically, those higher volumes don’t produce more. They don’t improve employee of customer satisfaction. They don’t improve our ability to engage. They don’t improve our ability to solve problems, to learn, to grow. They don’t produce results – either for our organizations or our customers.”

Customer engagement is going down because our interactions are not meaningful. This change could have a lasting impact on business growth.

Solution: Emotional intelligence, when applied ethically, helps us develop deeper connections which in turn help everyone to be more engaged.

Daniel Goleman says, “When it comes to sales the difference in types of empathy matter. Cognitive empathy lets us understand how a person thinks, and so lets us talk in ways they understand – but this can become manipulation, especially in high-pressure sales tactics. While this may make a sale, it loses the customer.

The top sales people, though, apply a different approach: empathic concern, where you sense and care about the person’s needs. Rather than persuade someone to buy the wrong thing, these sales stars make sure they match the customer’s needs to what they offer – and may even send them elsewhere if need be. This builds a lasting relationship of trust – and a customer who returns again and again.”

True empathy in sales can lead to deeper interactions. If the salesperson fails to build trust through empathy with the customer, the likelihood of partnership is low. Empathy is a key factor in the ability to connect. Connection creates sales. Therefore, the more frequent the practice of empathy, the more long-term partnerships will be created.

The solution is simple, build deeper connections and your engagement will go up. The process is also simple, just harder to apply. To increase engagement, the salesperson must use emotional intelligence to build trust by following this four step process:

1. Awareness of the emotions of the buyer – This is the basis for emotional intelligence. All empathy starts with the ability to recognize emotions. Your own, and those of others. Sales is a transfer of emotions. The buyer needs to believe. Before belief comes many other emotions. You can’t help them if you don’t know what they are feeling.
2. Define and map which emotions are driving each concern or objection – Some emotions are more important than others. When a buyer is objecting, they are doing for a reason. Find that reason. Are they sad, mad, angry, hurt? Their emotion is more important than the actual objection. If they are happy about the objection, then the objection is just a cover. If they are frustrated, then it means they really want to find a solution. Find the emotion and you will find the reason. This is where you need to ask more questions.
3. Find hidden emotional needs of the buyer – This goes beyond the corporate need. What will this purchase do for the buyer on a personal level? Find that driving force. The solution to finding any need lies in the ability to understand what is real and what is fake. They only way to do this is if the buyer is talking. This is where you need to ask even more questions.
4. Use empathy to connect the emotional drivers with your own personal experience – Share stories; your own stories and the stories of your successful clients. Stories create meaningful connection and bridge emotions.

Secret

Each of these actions is driven by curiosity. The secret to developing better interactions is by being truly curious about the other person. When you are curious you begin to care. People know when you care about them. When true care is felt, trust opens and relationships are built. Once the trust is in place then the insights and consultation to solve problems can truly be embraced. Embracing new ideas is where engagement really begins.

Originally published at business.com 

Mareo McCracken is the Revenue Leader at Movemedical where leads the customer success, sales, and marketing teams. Outside of family, reading, food, travel, and sports – driving organizational and individual growth are his passions. He loves finding meaning at the intersection of revenue, organizational health, and individual performance

. Sometimes he shares what he finds.

Originally published on business.com

Do you know the difference between a value offer and value proposition? Your competitor might.

In order to stop losing sales, you must win the buying process. The best value will always win. Your value is determined by the customer. It is your job as a salesperson to help them understand the value that they might not be able to see, especially if price is the major factor.

A value proposition summarizes why a customer should use your product and defines the value they will receive. It is typically short and generic. These statements can be powerful and impactful in the early stages of the buying process. The value proposition doesn’t actually add value; it might show the possibility but doesn’t add anything.

Tony Hughes of RSVP selling says:

“Your value proposition must therefore be focused on specific and tangible benefits for the customer, and directly linked to the resolution of their specific problems or opportunities – the bigger the better.”

A value offer on the other hand is specific; it is account-based and tailored to each buyer. The value offer is used in the middle of the buying process. Instead of being a sentence or paragraph it can be multiple pages long if presented in a compelling manner. The value offer is a well thought out deliverable that adds immediate value to the buyer.

“74% of buyers chose the company that was the first to add value.” – Corporate Visions 

In order to be the first one to add value you must first have the needed conversations. Therefore, you must reach out to people, you must call them, find them online, go to conferences, above all else just find a way to connect. Once you have the connections and conversations, you must then have the knowledge and process that will give them something that no one else can. Much of that will be in your value offer.

There are four main elements of a great value offer. In order to create one for your product you must:

1. Always Prove Value

It is almost pointless to say that you are better than someone else, or your product is better. Let other people say — use testimonials. The more proof you actually show, the better. In addition to testimonials, case studies, articles and third party reviews also can be used.

How do you know what to prove?  You ask them what is most important them. Then dig deeper. Then ask other people. Then ask your successful clients what helped them the most. Combine the findings and you might then know what is important.

It also should be fairly easy to prove value, if you actually can add value, since about half of all buyers feel that a majority of their providers do not add value.

“44% of buyers feel that only 25% of their providers help them maximize their value.” – Gartner

2. Provide Deep Insights

You already know the pain the prospect feels. So does everyone else. Now tell them why they feel it and how to solve it

. If you can clearly articulate your prospect’s pain, why they have that pain and provide a way to solve it that has not been tried or successful before. You can separate yourself your value from everyone else’s.

In addition to solving the known pain, you need to be able to help them see hidden pitfalls. Future problems that if they address now can be avoided in the future. This is where the insights become deeper.  Show them a problem they did not know was out there. Then solve it.

3. Create True Urgency

Value is created when a need meets a deadline. When adding value, you have to make sure that what you are solving is something that’s actually valuable to the client.

You do this by mentioning and using factors that need to be solved because they impact the bottom line and are important because they will give the client a competitive edge.

4. Show Them The Way

Showing how your product is different (and better) than a competitor’s product is a foundational step to showing value. Yet, the true value is added when in addition to showing the differences you can then teach and explain how the execution will work.

Everyone focuses on the end result but most people are scared because they are unsure of the process. Once they can connect you and your product with the actionable plan and roadmap to success, they will use you.

Bringing it All Together

You can put these four elements into a video, a nicely designed brochure or even on a landing site specific to the customer. Give them the information in the way they want to receive it. Buyers have the power to control the process, yet you have the ability to add more value than anyone else. You can reach out to them first, you can initiate the conversation. You can show them your value. You can give them value. As a salesperson, your only real job is to add value and to help others. You have the power to do that. You should do that. Creating a true value offer is one way to do it.

Originally Published on business.com

Trust is built by people. People build companies. To build a great company, build people who build trust.

Trust is the great difference maker in business. When people trust you they buy from you. When people trust you they support you. When they trust your company they work harder for you, are engaged and produce better work. Trust starts as an emotion and turns into a feeling.

There is a huge difference in the performance of employees at high trust companies vs. low-trust companies. According to Harvard Business Review,, “people at high-trust companies report 74 percent less stress, 106 percent more energy at work, 50 percent higher productivity, 13 percent fewer sick days, 76 percent more engagement, 29 percent more satisfaction with their lives [and] 40 percent less burnout,” compared with people at low-trust compoanies.

We all want and need that. Every company and leader should strive for it. Here are seven very actionable steps that leaders can take that will build organizational trust:

1. Be Transparent

“Ninety-six percent of employees who work for high trust companies — say their leaders make decisions that are consistent, predictable and transparent. While only 29 percent say the same for low trust companies.”  – Interaction Associates

Transparency is the easiest principle to apply. Just tell people stuff. Don’t hide knowledge or plans or information. By being transparent people will feel like you trust them. Trust is reciprocal. As companies and leaders share information, trust grows.

2. Be Vulnerable

“Vulnerability is the birthplace of innovation, creativity and change.” – Brené Brown

When you are vulnerable, trust is created. This trust opens doors to creativity and change. The way to be vulnerable is to tell true stories. Ones where the outcome was success but more importantly tell stories of failure

. Stories of fear. Learn together. Pretending to be strong is easy. Showing weakness is hard, especially for successful leaders. The reason vulnerability works is it creates human connection. Leaders who are also human become more relatable.

3. Support Personal Growth

“The challenge of leadership is to be strong, but not rude; be kind, but not weak; be bold, but not a bully; be thoughtful, but not lazy; be humble, but not timid; be proud, but not arrogant; have humor, but without folly.” – Jim Rohn

Emotional Intelligence is about controlling your emotions so you can help manage the emotions of your relationships. As people grow they feel fulfilled. If people are satisfied and happy they will trust that your intentions are good. Encourage your team to grow personally outside of work. Encourage them to be who they want to be by supporting, asking questions and showing care and concern. When people feel supported they grow. When they grow they have loyalty. Loyalty is also a byproduct of trust.

4. Allow People to Determine Their Role

“Employees have different cycles in their lives and the employers who are most able to attract them are those that will allow employees to ramp up or ramp down during their career depending on different events going on in their personal lives.”
– Edie Goldberg

When people feel like they have a say in their role they are more likely to trust the leader and organization. Trust is about allowing people to make decisions that benefit themselves as well as the company. Ask your team members exactly how they want to accomplish the team’s shared vision. While they don’t determine the destination, they can help map the path.

5. Encourage Excellence

“Ultimately, you cultivate trust by setting a clear direction, giving people what they need to see it through, and getting out of their way.” – Paul J. Zak

People live up to their expectations. Expect more. Clearly define the expectations for each person and team. Then let them get to work.

6. Reward Excellence

“The more credit you give away, the more will come back to you. The more you help others, the more they will want to help you.” – Brian Tracy

Notice the good others do. Notice the effort. Announce the accomplishments of your team. Tell your customers of the good work that each employee on your team does. Share it in emails. Tell it over lunch meetings. Give credit to others. Tell them you trust them because they do good work. Make a plan to at least once a day publicly call out the excellence of your team. It will build trust.

7. Focus on Relationships

“I believe that trust is more powerful than power itself….it supports innovation and flexibility, and it makes life more enjoyable and more productive. People who live in high-trust environments thrive.” – Joel Peterson

People connect with people. The leaders are what people trust, not the company itself. Leadership is built one person at a time. Focus on the person’s ambition, desire and skills. Help them know that they are valued and respected and the trust will be automatic.

Being aware of the emotional state of others is the first step for strong leaders to build trust. The second is to be able to respect and act on the those emotions through “trusted” behaviors. Words mean little when not backed by action. Building trust takes time, it takes proof and can be built with anyone as long as your actions match your desired outcomes.

Originally published on business.com 

Getting what you want is simple if you help others find meaning in helping you.

Some people get what they want. Usually they ask for it. Sales is no different. Relationships are the same. If you don’t tell the customer what is expected, they might never know what to do. If you don’t let your partner know what you need, they will not know what you need. The key to a meaningful life is purpose. When we help others we find our true purpose. Sometimes, other people need to find ways to help people. Help them help you, then everybody wins.

Have you questioned why some people actually get what they are seeking? Maybe you thought they were lucky, or smart, or possessed some power. The truth is really they just know how to ask the right questions in the right way. Words are power. Meaning is contextual and by giving proper meaning to the way we desire and frame our desires we can also help others want to help us.

In order to truly get what you want, you must ask great questions. Questions are made of words, and when framed the right way are powerful.

The first step is helping the person you want something from, to be able help you. Often people start with the asking the question and then try to help or overcome resistance. The key is to build the bridge first and then help them see that the bridge is already built.

Once you know what you need, why you need it, and if the person/group you are working with can provide you with what you need then you can really start the process of mutual helpfulness.

Follow this simple process to start helping others help you:

1. The Pre-Frame Statement

Tell them you are going to ask them for something. Then let them know they might not be able to help. Often when someone is told they can’t do something, they will try to find a way to prove that they can. People don’t want to be told no, especially when they are being told to tell themselves no.

2. Frame The Need Statement

Let them know why you are about to ask them for something and at the same time tell them you will help them in any way you can and are very flexible in the process as long as the outcome is win-win for all sides.

“A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do.” – Robert B. Cialdini, Influence: The Psychology of Persuasion

3. The Question

Ask for exactly what you need. Simple. That’s it. Ask for what you need. Then be silent.

4. Accept Everything

Do not reject anything. Even if it is only 10% of what you asked for, say, “Great, that is super helpful.” Let them know they are helpful, they will feel helpful and want to act more helpful.

5. The Restate

Explain again why you need what you need, ask them what they need from you in order to make the request a reality. Offer one more appreciative comment for what was already offered and then ask the for the same need again with the added emphasis on creativity in finding a plan to make it all work out.  Then talk it out with them. This when the real solutions are found. This is when a partnership is formed. This is when you both get what you want and need.

The missing ingredient:

Confidence – You must reject negativity and fear. Your inner thoughts control your outer life.

“Optimism is the faith that leads to achievement. Nothing can be done without hope and confidence.” – Helen Keller

Even if you don’t think you are afraid, what you truly believe inside is likely to be expressed. If you think the deal won’t work, it probably won’t. Believe in yourself

.

Insecurity is stinky and loud. Insecurity can be felt.

“If you are insecure, guess what? The rest of the world is too. Do not overestimate the competition and underestimate yourself. You are better than you think.” -T. Harv Eker

Your biggest risk is first not trying, and second, trying but not believing you will succeed. You deserve more. You get more by helping more people. Everyone wants to help others. Find ways to help more and let people help you as well.

Try this process the next time you want something and see how this system helps everyone find meaning.

Originally published on business.com