Become really buyable

By Linda Julian

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In many areas of practice, there are at least a few others (and sometimes scores, hundreds, or even thousands of others) who can do the job a client needs.  So, it’s important to make yourself really buyable and that starts with getting the chemistry right.

Be authentic  -  be yourself.  Be real.  The real you won’t appeal to everyone, but being inauthentic will “miss” with far more.  Phoneys stick out a mile.

Strong relationship chemistry is being clear, forthright, truthful, trusting, and trustworthy.

Don’t make them feel foolish  -  few of us love people who make us feel stupid.  No matter how tempted you are to say “if only you’d come to me in the first place” or to go down the track of “serves you right”, you won’t make yourself more buyable this way.

Be flexible and adaptable.  Consciously work on your versatility so you can interact comfortably with a wide array of social styles and buyer personalities.

Know when it’s time to listen and observe.  Talking and telling is right lots of the time.  Questioning is another important skill.  But sometimes, patiently listening as the client tells their story, observing the dynamics of the room and business environment, is the most effective way to progress relationships.

Work out when it’s the right time to do the detective work, find out, search out, and do the research.  Many sales trainers will urge you to go in asking lots of questions, but you need to earn the right to ask questions and establish a comfortable rapport which readies buyers to let you play detective and get information you need.

When it’s time, put your case clearly, plainly, strongly, and with confidence.  Work out your position, your recommendation, the best way forward, and then prosecute your case.  Forthright recommendations framed in the client’s interests will resonate and make you a far more attractive option.

Show you “get” the impact of the issue and impacts your services will have on the client’s position  -  both dollar impact and non-dollar impact.  Clarity around the quantitative benefits of your service and qualitative effects will help you become more buyable.

By doing this, you’ll become much more buyable.  Next week we will look at how to remove barriers to becoming really buyable and being bought. 

For coaching, counsel, and workshops to help you become really buyable, please get in touch.