Even top sales professionals can sometimes overlook the importance of building trusted advisor relationships with prospects and customers. It’s a goal every seller should strive for. But it’s not always clear how to do it.
I recently had lunch with two project managers from a global construction company. They mentioned the company is rolling out a new product that could be a game-changer for builders. It’s a legitimate engineering breakthrough that saves time and money and makes structures stronger.
I was sold immediately from their sales pitch (even though I personally have no use for it). Naturally, I had to ask how many of these they’d sold. Their answer? None.
Digging a little deeper, I found out they weren’t presenting it because the components are delayed by overseas shipping and logistical issues. They decided not to pursue these prospects because they wouldn’t be able to deliver the product in a timely manner, so they avoided them altogether.
Instead, I asked them to think of this as an opportunity to strengthen these accounts, regardless of product availability. I believe they’re missing out on a chance to build trusted advisor relationships.
Through good questioning and discovery, they can build rapport and understand the prospect’s core challenges. Then, using that understanding, they might find they have a solution that works for the customer. Or they may find the customer’s timeline and the availability of the components for the new solution line-up.
Either way, it’s a win for both the seller and the buyer as they work to establish a stronger, trust-based relationship.
Sellers today need to use every chance to be present with prospects, build value around their offerings, and stay top of mind to become the prospect’s trusted advisor. Here are the keys to embracing that role.
5 Ways to Become a Trusted Advisor in Sales
Buyers now expect sales professionals to be more than just order-takers; they want partners who can understand their needs and offer solutions. A “trusted advisor” approach focuses on building long-term relationships, prioritizing customer needs, and creating value for both parties.
When you think back to some of your best dining experiences, you likely remember a server who went out of their way to offer suggestions on specials or wine pairings. There’s no doubt you’d seek out that trusted server in the future, because they created such a memorable evening.
It’s clear that companies are looking for this same type of experience when they seek out a vendor to fulfill their needs. It’s no longer adequate to list features and benefits and expect to close the deal.
Instead, buyers are looking for a trusted advisor. They prefer someone knowledgeable about their company and its objectives—someone who can suggest specific solutions, in detail, that support their strategic goals.
Here are five ways to become a trusted advisor.
1. Focus on Your Customer’s Needs
Strong, long-term relationships grow stronger when they are rooted in mutual value. As a rule of thumb, your sales professionals should strive to provide value to the customer during every interaction and be seen as trusted advisors.
Remind your sales professionals to focus on the buyer rather than themselves and their own goals instead of rushing to discuss product features and benefits. This will help them uncover prospect needs and wants. The value of probing needs and wants is one of the core principles of IMPACT Selling®.
Be sure your team understands what their genuine value is in the customer’s mind as differentiated from your competitors. Using consultative selling skills will help them keep their focus on the buyer and ways they can provide value to them.
2. Offer Industry, Company, and Product Knowledge
These days, we know most of our prospects gather information on their own. They search online sources that offer the basic information about your company or solution.
By the time these prospects reach out to you, they really need you to paint the vision: How will your offering benefit them? Has it been used by other companies in this vertical? How will it help them beat their competition?
Today’s trusted advisor needs to have a deep well of relevant knowledge that goes beyond what a prospect can gather on their own and is customized to their role.
3. Be Accessible
Human contact—often spoken of in the past tense due to artificial intelligence, machine learning, and a host of other ways customers can interact with companies these days—still rules supreme in the realm of the trusted advisor.
Though technology has been a catalyst for self-service, it also elevates the importance of being accessible when the customer raises their hand and seeks help or information. This creates a real opportunity for sales organizations to cultivate ongoing relationships.
Every now and then, particularly when an issue is sensitive, it’s good to be able to look someone in the eye and have a face-to-face conversation. Some sellers offer regular meetings to valued customers. These serve as an open-door for conversation.
Now is a great time for sellers to hear how customers experience your product and offer new or value-add solutions.
4. Build Your Brand
As a sales training professional, I never thought I’d be advising clients to open an Instagram account or talking about the benefits of YouTube. That said, social media influencers today have become prized for their “trusted advisor-like” status. It’s important to be where your customers are—online and offline.
It’s important to be “top of mind.” Sellers must position themselves properly so, when the buyer is ready to reach out, they know the seller’s name and associate it with the solution they’re looking for.
Sellers can develop “new school” content for social channels (such as YouTube, Instagram, or LinkedIn) or keep it “old school” with white papers, newsletters, conference and trade show attendance, and speeches and presentations.
Build a brand and stay on your prospect’s radar, without being gratuitous. Be sure to keep your political views to a minimum and your positivity to a maximum.
5. Be True to Your Word
Always do what you say you’re going to, when you’re going to. If you want someone to trust you, and you promise information or other deliverables at a specific time, you’ve got to deliver. If you can’t, you need to acknowledge the misstep with humility and be accountable.
Most critically, don’t make a habit of being “that person” who’s always a few minutes late to every interaction. If you want your customers to believe in you, you have to cultivate trust and loyalty through your actions.
Trusted Advisor Sales Training
You want your prospects and customers to think of you first when it comes time for them to purchase. Follow these steps to cultivate strong relationships and you can become a strategic advisor rather than a product pusher.
Trust in sales is when a customer believes you are credible and reliable, and you place their best interests over your own during the sales process. Positioning yourself this way and being present, even if you don’t have a current offering, can be crucial to establishing successful, long-term, and consistent customers.
Learning the nuances of how to be a trusted advisor can be a make-or-break proposition in today’s marketplace. The Brooks Group IMPACT sales training teaches sellers how to use a value-based sales approach to build trusted advisor relationships. Get in touch if you’d like to learn more.
