As a professional seller for over 20 years and an eternal student, I have come across quite a lot of information that has been valuable.  Valuable in terms of making me more effective as a seller and as a person.

Every once in a while I find something new that revolutionizes the way I think and look at things.  And of course, if we look at things differently, we can take different actions. For anybody who wants better results, different actions are prerequisite.

Recently, I found a principle which would lead to a revolution for me.  I will share it with you…

As sellers, we need to turn prospects into clients.  The end result…a sale!

Do you look at this as making a sale?  Many people do.  Here is another way of looking at it:  We need to BUILD A CASE FOR ACTION, not make a sale.  It’s about building a sale.

Building a sale is following a process which ends in a win-win.  A new client and a happy customer.  Here are 5 tips you can easily apply to get you started on the path of building sales for yourself as opposed to making sales.  As you read this, don’t say “I know that” but rather ask yourself “How good am I at that?”

-Your mindset needs to be that you are not going into a sales call to sell.   Have zero expectations.  Think of your sales call as talking to a friend.  Your statements just come in response to what they say. Like a conversation with a friend.  And remember that it is about what the client needs and not your need as a seller to meet a quota. What are you thinking when you meet a new prospect?

-Follow your prospects lead instead of putting them into your model.  Be on their agenda, not on your agenda.  That is the only way to earn their business.  Be in the moment and watch for cues they might have a pain that needs to be solved.   Is your focus always on your prospect?  Or are you ME focused?

– If you are talking to a real prospect, they have a current situation and a desired outcome.  If the two are different then there is a gap.  If you can bridge that gap that can lead to a new client, provided that they like you and trust you of course.  So you need to understand what the objectives are, what issues the person is dealing with, and what are the obstacles standing in the way.  Other useful information for us as sellers is what they have tried to do to solve their problem, and how the particular issue is impacting them.

-Finding the answers to the above involves asking questions.  Before you do though, ask yourself the following: “Is there enough rapport built to get the real answers you will need?”  Without rapport, you don’t have the foundation to build a sale on.  This needs to be a major focus in your sales process.  Running red lights here can derail all of your efforts.  What do you do to ensure that you have rapport with your prospects?  What can you do differently to be better here?

-Don’t stay horizontal with your questions.  You need to go vertical and get to implications.  Go deeper than just the surface answers.  Vertical is where implications are.  This hits your prospect in the gut because it’s emotional and this is what moves people to action.  Do you have a model for asking questions and collecting data?  The most effective sellers do.

If you think of building a sale as opposed to making a sale, will you operate differently?  I bet you will.  You can think your way into a new way of acting. This is very easily actionable if increasing sales is of high importance and you are motivated to do so.  And I would bet that this change in mindset will have you cashing larger checks at the bank!