In a world where the modern buying market has an endless array of options to move forward with when selecting the solution for their problem, standing out from the crowd has never been more critical if business success is our goal at the end of the day.

The amount of businesses vying for the attention of your ideal buyer’s mind grows by the day and it’s only showing signs of speeding up.

And so it is critical that we are able to leave a mark on our buyer’s mind at each stage of the buying process – save watching them walk out the door with their problem still present, and our service still unused.

Standing out and subsequently attraction positive attention is done a number of ways throughout the buying process, but none more important than when it comes to having the actual sales conversation itself.

All the best marketing in the world can help us stand out and attract the conversation to begin with, but without the ability to show our buyer that we are different from the business down the road in the moment of selling their search for a suitable solution will continue right on past us.

And that’s a fine balancing act in itself:

We need to deliver an energy of certainty to our buyer without overpowering and dominating their environment.

We need to be personable without assuming the role of immediate friendship.

We need to be respectful of their time without being respectful of their current reality that doesn’t involve our service within it.

Essentially, we need to be able to close the sale without being ‘salesy’. 

With these characteristics in mind, buyers are more afraid of being ‘sold to’ than ever in the modern marketplace and they know how to spot these signs of a self-serving sales slick from a mile away.

So unless they understand that we are different from every other business aiming to grab their attention today, we’ve got no chance to help them make a great decision with us and utilise our solution to its fullest extent in raising the quality of their life.

So how do we ensure we are standing out to our buyer in the moment of actually making the sale?

There are a few ways, but one of the most powerful ways that has been left relatively untapped is the ability to tell it how it is.

Not be confused with being ‘forceful’ or ‘pushy’ – a manner that turns buyers away faster than the thought of a used-car salesman in the modern market world, telling it how it is equals having the courage, the respect and the appreciation for the buyer that allows you to be an authority where they can’t be an authority for themselves yet.

Understand: Your ideal buyers are coming to you because they need help in making a decision. If they already knew all the answers they’d already have bought themselves, and wouldn’t be masking their cry for help in the objections they are presenting throughout the conversation.

They are looking for you to educate them. They are looking for you to ask enough questions that you have the information you need, for the purpose of delivering the response they need to hear. When the time is right, they are looking for you to tell them how it is, direct and straightforward.

Often times, this may involve delivering some bad news and other times it may involve an uncomfortable silence or two – but it is these tough conversations that they aren’t getting from anyone else and therefore likely the conversation they actually needed to hear.

If this isn’t natural for you, then it will be in this space that a significant amount of your sales are waiting for you. Not because you haven’t prospected into these areas or marketed at these types of people, but because the sales you’re not making are sitting in the space of the conversations you’re not having.

This takes practice, patience and time in understanding of the situation to its fullest extent, but once mastered it is one of the most powerful sales and relationship-creating strategies available to the human race.

Give them the conversation they can’t get anywhere else, and when done well, the thought of going anywhere else for the solution to their problem rapidly becomes a distant memory.

Darcy J Smyth is the lead trainer of the Tonal Persuasion Method for Sales, a methodology designed to ensure you are closing sales without the dreaded ‘Hard Sell’ that turns so many buyers away in the modern business word. Download your TPM Beginner’s Guide below:

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