Page 6 - NBIZ Magazine April 2024

will bend, completely ignore, or even informally as the relationship begins
change the rules. "The 4-Ps are to build. Knowledge is often “a value”
When small businesspeople and that the potential client is seeking, but
sales professionals connect with D=Problem Solvers, will not share that “value” directly or
potential customers or clients, he/she may not be aware of the knowledge
is building trust through the filters of I=People Person, he or she needs or wants. Instead, the
value and worth. The key word is trust! value of competency is communicated
Each individual has his or her S=Pace, and through personal interactions.
own “trust Spidey sense”. For Commitment is the next plank.
those who have been around a little C=Procedures." Here is where the “moral” values of the
longer, this “Spidey sense” is usually salesperson are viewed by the potential
much stronger as past experiences customer. Did the salesperson follow
strengthen this sense. through on whatever was promised.
The “Spidey sense” also helps a Often initial engagements or
salesperson to recognize the potential interactions are via email or text.
client’s perceived value indicators. Such For the potential customers
recognition can also determine if these their planks are somewhat different
perceived value indicators are in or out because of the behaviors driving
of alignment with both individuals. through CLEAR communication. One their needs and wants. The first
For example, in actively listening to must listen to obtain CLARITY and to plank may be reviews of the product
the wants and needs of a potential client, be able to separate the tangibles from or the salesperson. With so much
the salesperson senses this is a demand- the intangibles and the knowns from information on the Internet, reviews
ing individual who wants and values the unknowns. can be easily discovered. Social
the cheapest solution with the highest Next, the next plank must media sites such as LinkedIn provide
quality and best delivery. Knowing the LEGITIMIZE the real issues. Many additional research opportunities.
solutions offered by the salesperson will times, perceived problems are Customers also have a communica-
not meet this potential client’s wants, really symptoms in disguise. Then, tion plank where they not only want
the salesperson who values his or her EMOTIONS come into play with to be heard but also respected. They
time and efforts may recognize this one’s words and with non-verbal want the other person to be present,
potential client is not a good fit and/or gestures accented by syntax (speed, to focus on them, not that next text,
someone who will waste their time. pitch, volume, and emphasis). Having email, or call.
In real estate, some buyers have familiarity with emotional intelligence Knowledge is also one of the
been known to suffer from a beer can be quite helpful as well. customer’s planks. Does the other
pocketbook but champagne tastes. Emotional intelligence can be person have the knowledge and
Sometimes there are sellers who viewed as the rope handrails on the competency to get the job done?
believe all their sweat equity has bridge. One handrail goes from the Again, the customer’s commitment
turned their average home into the customer to the salesperson while the plank must follow and connect with
“Taj Mahal”. The values of these other goes from the salesperson to the salesperson’s commitment plank.
buyers and sellers often collide with the customer. The salesperson has to These planks can be small or large
the values of the real estate agent and recognize the emotions of the other depending on the products or services
the marketplace. Remember value is person as well as his or her own, and being offered.
held by both individuals. then, manage them both. Yes, values continue to be in the
Trust is the bridge between the Finding common ground through forefront of many seminars and
value(s) held by the potential client AGREEMENT supports solidifying trainings. However, if one believes that
on one side and the salesperson or this plank. Unfortunately, too often value is created by individuals as the
businessperson on the other side. Each salespeople engage in way too much earlier definition suggests then, the
plank on the trust bridge is another step “telling” and fail to find those moments end result should be for sales profes-
toward strengthening this relationship. of AGREEMENT. Following this sionals to seek how to connect to the
On the salesperson side of the agreement, comes RETENTION and value drivers of the customers.N
bridge, the first trust plank is being often the facts being received have been
responsive. How many times do heard by others who failed to actively Leanne Hoagland-Smith is a clarity
customers call businesses and no one listen. Active listening is all about strategist, solving people and
ever returns the call? Or the customer truly hearing and then remembering process problems. As a thought
does reach someone and that someone what the other person has just said. leader who challenges the status
promises to call back, but never does. Moving forward, one steps onto the quo, she turns tomorrow’s goals into
The next plank involves the plank of competency or knowledge. today’s results. Follow her on
various aspects of active listening Again, this knowledge is often given Twitter @CoachLee.

6 NBIZ ■ APRIL 2024