Skills Needed to Help Customers Buy
Customer needs vary based on where they are in their buying process. A customer who is wondering whether or not a problem is worth solving requires a very different style of selling from a customer who is comparing solutions from different vendors… or from one has just observed a sales presentation and is now “going silent” on you.
Kevin Davis has made it easier to match selling to buying behavior based on an understanding of customer needs. His model describes 8 Sales “Roles” that represent the consultative selling skills you’ll need to best help a customer through each step of the customer buying process. To learn more, download a free copy of Chapter 1 from Kevin Davis’s new book: Slow Down, Sell Faster!
The Student
Studies the 3C’s (customer, competition, change) and approaches high probability prospects.
The Doctor
Diagnoses discontent and uncovers important needs.
The Architect
Designs customer-focused solutions that set the ground rules in your favor.
The Coach
Applies competitive sales strategies and presents a compelling solution.
The Therapist
Understands and resolves the buyer’s fears.
The Negotiator
Prepares and applies win/win strategies to reach an agreement.
The Teacher
Sets customer expectations and teaches the customer to achieve maximum value.
The Farmer
Nourishes customer satisfaction in order to grow the account.
To apply these roles, you need to understand where your customer is in their buying process. It becomes even more challenging when there are multiple decision makers involved in the sale.
