We all believe personal value is the primary motivator for a buyer’s decision to buy, but on average we uncover the buyer’s personal value only about 10 percent of the time.  Why is that?

One of the reasons could be that we simply do not ask. To gain an understanding of your prospect’s personal value, you are going to have to become better at asking questions. Of course you could make some assumptions, but the truth is you simply don’t really know what personally motivates your buyers or prospects unless you know them personally. Are they married? How long have they been married? Do they have kids? How many, what ages, and where do they live?  How long have they had their current position?  What did they do in the past?

Think about building a true relationship with your key buyers by:

  • Taking an interest in their lives and career.  People tend to buy from someone they like and with whom they have something in common. You can’t establish areas of commonality without taking an interest in your buyer/prospect.
  • Listening with curiosity to your buyers or prospects – The most successful sales people are the most curious. They are truly interested in learning about the individuals they sell to.

Continuing to build trust.  If you moved on after the deal was signed, then you probably did not establish a long-term relationship. Long-term relationships foster the kinds of connections that lead to repeat and/or expanded business deals which lead to stellar business results.

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Carlos has 25 years of experience in the enterprise software industry, including sales, service, business development, creation of partner alliances and business operations. He’s advised companies including Comcast, NCR, Sumo Logic, ServiceNow, and VMware.

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