Alex Moyle – BD approach – Author Glassboard
ALEX MOYLE [00:00:00] Every trainer you talk to will tell you that they believe in consultive selling. But when you ask him how, it’s not always that clear. So I thought I’d show you what I believe consultive selling to be and you can decide whether it’s going to be able to help your team. So the way I see business development and client consultative selling is that clients sit on a Cloud and on that Cloud, they’ve probably got room for one or two names. And the reason that’s so important is that in today’s world, it’s not about smashing the door down. It’s about having front of mind awareness with the client. So when they are at the moment of need, they think of you. And these two people here are front of mind. And so where do you and your team sit? Well, the likelihood is, you sit in the morass of the crowd of everyone else that says we’ve got a great product. We deliver a fantastic service. But really, you’re no different than everyone else. Because this seething mass is a pretty unappealing prospect for the client. It makes them really excited about using the two people that they already know. So when I teach people how to evolve relationships, I get them to think about it in a certain way. The first thing I want them to do. I want them to build confidence with the client and confidence a bit like a doctor, it’s not just about you showing that you’ve got knowledge and you’re relevant and you’d understand their business, but it’s really showing that you want to understand them and their needs above anything else. Because that’s what makes us like doctors is the first thing good doctors do is ask you about you and your problems and that’s the first step. The second step, you need to build credibility and credibility is about you delivering solutions that uses the knowledge that you got in step one. Sounds easy, right? But you’d be amazed at the number of people that do business development and don’t reference the information that they got last time. Next, we want trust. We want to be looking for ways where we can demonstrate to the client that we care about them and their need as much as we care about making the sale. Because once we’ve got trust and I know a lot of people talk about trust. It’s not really trust that we want is what we want is influence. Because the likelihood is your product isn’t perfect for what the client wants. You need your client to be open to ideas as to how your product or service could help and open-minded enough to see that things that aren’t quite right are okay and they’ll be able to work around them. So how do you actually do this? Well, it’s not just about the phone. If you live in the 90s, it’s not just about face to face meetings. It’s not just about social media. It’s about blending all three. And I believe in helium-filled balloons because helium balloons have lift. And so what I promote is that all your business development activity, promotes lift. The client region newsletter, it adds a balloon. If they like one of your posts on LinkedIn. It adds a balloon. If they respond to your emails. It might add two or three balloons. And over time you begin to elevate yourself above everybody else. And some things will add more value than others. So face to face meeting. We’ll give you fantastic lift because you may have spent. 50, 60, 70 minutes with that client, learning about them and showing how not only can you learn about them, but you can match your solution to their specific needs. The best lift that you can get is when a client initiates contact with you. Where they ask you for advice or support because that indicates that they are now ready for influence. And it’s not long after that that you should be getting a chance because you should be now front of mind with the client. Now, another reason I use balloons is we all know what happens to balloons after a few days or a few months. They dropped down and the key to business development and a marketing centric approach to business development is that you keep adding value. Because if you don’t add value and your balloons lose lift, you drift down into the morass of all the other salespeople. And that’s where a lot of business development professionals fall down. As they think, well they gave me business last year. Of course, they’ll give me business this year. It’s not the case. You’ve got to continue to add value. And this is why people enjoy coming on business development training with me. It’s because it’s not about smashing down the door. It’s not about the half Nelson close. What it’s about, it’s about nurturing relationships with clients and seeking ways to better understand your client’s needs and ways to add value to that relationship so you can elevate yourself above everybody else. And be the person that they call at the moment of need. So hopefully this helps you understand a little bit more about the way I approach business development. And hopefully you’ll give me a chance of helping you and your team.