How To Position Yourself In Relation To Your Customer

I’d like to share something very quickly with you today here on my blog post, on my vlog and that is actually about how you position yourself in the sales process and how you position yourself against your customer. Well against is maybe the wrong word but let’s say vis-à-vis your potential customer. Now, what I cannot understand of many sales people is that they think that the customer only decides if there is a deal or not and that they depend on this customer’s goodwill on the business.

Transcript

Hey, hello. Armin Rau here from, Armin L Rau opening doors, making you grow. I’d like to share something very quickly with you today here on my blog post, on my vlog and that is actually about how you position yourself in the sales process and how you position yourself against your customer.

Well against is maybe the wrong word but let’s say vis-à-vis your potential customer. Now, what I cannot understand of many sales people is that they think that the customer only decides if there is a deal or not and that they depend on this customer’s goodwill on the business, on the purchasing manager etc. etc. and that they can be happy to get the deal. You know this tends to be a self-fulfilling prophecy and I strongly recommend you that you are talking to your customer at the same level.

You are positioning yourself at the same level which means that you make it very clear that you are also qualifying his company and the opportunity to decide if this deal is a good deal for you. So you will always ask yourself if it actually is an opportunity on which you’re working and you will also ask yourself if you can actually help and if it makes sense and if it can make the deal profitable for example. And let the customer know that it is a mutual decision to work together and that you definitely do not want to have a bad deal you’re your company.

Now another thing in this process that many… Often times sales people, they run after the customer and they’re waiting for the next phase and then there is a restructuring and then there is, I don’t know, somebody who’s left the company, then some other project had come in between now. Don’t get me wrong, these things can never be 100% avoided but if you have a sales process that for example has four phases.

A first phase which we might call presentation or introduction, a second one which we call offer, a third one which we call contract and a forth one which we call negotiation and closing. You should actually force or ask the customer for a formal commitment to go on in the process until you go to the next phase which means so if you have presented something and if the customer has a project, if he wants an offer he should formally ask for this offer and for example, commit to a response by a certain date. If the customer is not happy to do that, well then you know already that it is not…

That he is maybe not as serious as you would like it to be. So you probably, you could for example at this point in time stop the sales process.

Now, that is something which I… And you do the same after the offer, you ask for another commitment. For example, a memorandum of understanding before you’re even going to craft a contract and after contract negotiations you might ask for a letter of intent or something like that.

That is very, very important to do in enterprise sales. I call this continuous qualifying. Try it with your leads in order to work much, much more on opportunities that are real opportunities and opportunities that you can win.

So that was my tip for today in this vlog on continuous qualifying and how you should position yourself vis-à-vis your client or potential client.

This is Armin L Rau from Armin L Rau, opening doors making you grow. Wishing you all the best and thank you for watching it.