Conversations That Sell by Nancy Bleeke (bts books to read TXT) 📕

typical path of taking in the information and then getting back to him later, I might not have earned his business, which I have now enjoyed for a productive—and remunerative—ten years.

And just in case you think collaborative selling only applies in B2B sales, here’s an example from a consumer sale. Kurt, a financial advisor, sat at the kitchen table with a couple discussing their retirement dreams, their plan for funding their children’s education and weddings, and the vacation they wanted to take for their twenty-fifth anniversary.

Kurt asked questions of both the husband and wife for clarity, and facilitated the dialogue between them to prioritize. He then began to explain how he might help them achieve these financial goals. Kurt asked for their thoughts and feelings about various options, working with their existing financial investments and budget, and their needs for insurance. He helped them get in sync on their goals and their overall approach.

At the end of the conversation, Kurt made a commitment to put together a plan to achieve what they had discussed. Unlike what happened in my example, Kurt did go away to develop the plan, in this case it was necessary to develop the correct plan after researching options. At their next appointment, he illustrated the plan and connected it back to their goals and earlier discussion. He asked for their input, comments, and questions, and then asked if they were ready to move forward. They were.

Is Collaborative Selling Worth the Effort?

There are potential challenges with any approach to selling, and collaborative selling is no different. My belief is that as you read through the tips and strategies outlined in the remaining chapters, you’ll decide that it’s in your best interest to adopt and adapt these collaborative and WiifT-focused strategies. And, as a client recently reminded me, they are also in the best interest of the buyer.

These strategies may seem like extra work at first, and I won’t say that collaborative selling is easier. What I have found, though, is that it’s a matter of transferring energies and actions, rather than adding more; it’s a matter of getting comfortable with the new techniques—and adapting them to make them your own.

If you believe that deep buyer relationships are important—relationships that lead to repeat business, referrals, and loyal customers—then you will find that the effort of collaborating is well worth it.

 

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Publication Date: 06-30-2014

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