Last updateThu, 17 May 2018 7am

Modern Day Selling: Article 6: Selling with vision and insight


In our journey to discovering new avenues to success, I hope that you have found great satisfaction in connecting with your customers in a new way. At this point you have been given new skills on how to truly connect with your customer and see your sale in a whole new light. By putting your customers’ needs first, establishing a bond of trust and opening up the lines of communication, you are well on your way to new found greatness.

Last month I shared with you ways to manage your sales presentation to become more effective and efficient with your time and energy. Today we move forward by focusing on selling with vision and insight.

In the past you were trained on ways to take control of your sale and guide you customer in the direction that you wanted them to go. For a season this appeared to work well, but there was one major flaw with this concept in selling. It was often fueled by greed, selfishness and manipulation. Therefore it eventually led to a disconnection between sales associate and customer.

Let’s face it, your customer simply does not trust you these days, unless you give them reason to. The sales floor has become a grind and the time has come for change! That is why this series is setting a new standard in sales training, because it is based on finding success with the core principles of trust, honesty and integrity.

During your sales presentation there is a skill that can help you achieve greatness if it is properly utilized and understood. This special skill is the advantages of selling with vision and insight.

Now that you have changed your selling mind-set back to caring for your customer and giving them an amazing experience, a new avenue in selling success has opened up for you. No longer will you need to manipulate your customer or force them in a certain direction. Now that a bond of trust has been established and you understand what the modern day customer desires, selling will become easy and almost effortless. In the past you were actually playing a game of mental chess against your customer. You are now teaming up with your customer and helping them overcome their obstacles together. Take a moment and let this sink in. Did a light bulb just come on for you?

Now is the time to sell with your customer rather than against your customer. As their guide through the sales process, it is your knowledge, skill and professionalism that will help your customer achieve their goal of a satisfying experience. Once the bond of trust is established the customer will actually lead you through the sale at a much quicker pace. Since they know that you have their best interest in mind they will listen to your advice when obstacles arise. This is why it is important that you learn the skill of selling with vision and insight.

In order to help you better understand, take a moment and picture someone having to go through a haunted house when they really did not want to go. This is the way that most customers feel when they enter your store (especially men). They would rather not be there, but have to go in anyway to get to where they want to be. So if you hate haunted houses, wouldn’t it be nice to have someone you trust navigate you through the process? As a sales associate it is your job to know the horrors that lie ahead and warn your customer of what is to come. You job is to make the experience as painless as possible for them. In the end they will appreciate you for working with them through the unknown.

The important thing to remember is that customers are people just like us. They often believe what they are told by the media and other people. It is the same way in our sales trainings. We are told that you need to sell this way. Many sales associates never ask questions and do what they are told. However, when they are given new insight they begin to question their training and look more closely at what has been taught to them. They are often amazed to see that there is a different road that could be taken that is much easier and faster.

With my customers a common misunderstanding and horror is the value of a certification. Customers are told to ask for the certification and dissect it with their little knowledge and understanding. The customer believes that this will give them comfort and security when buying a diamond. As their guide who is working with them, I share new insight that certifications can be misleading and inaccurate. I tell the truth and effectively show them the difference.

Customers are blown away when they realize that most places were selling them a G color and it really is a J. Now they understand how the previous place was able to give them such a good price. By working with my customers I very rarely have to pull out a certification to sell them. At this point they know that I am being honest and looking out for their best interest. Often they quickly lead me where they want to go and I see them through to the end. I am selling with vision and insight.

At my seminars people are amazed that I only need to bring a cert out about 20% of the time. Most of the time I suggest that they should buy this diamond based on what they have shared with me and they often say OK without hesitation.

I hope that this article has given you a new direction on how to properly care for, and sell your customer with vision and insight. I encourage you to explore this knowledge in greater depth by using the self examination skills that I have taught you in the past. When you do, you will be amazed at how many new avenues to greatness will open up for you.

Next month we will finish out the series by understanding how to close a sale more effectively and efficiently. I can promise you that you will see closing in a totally new light.

For more insight you can find Brian’s book “Modern Day Selling” on most major websites (Amazon, Barnes and Noble and Books A Million). He is currently setting up his fall in-store training sessions to help your staff prepare for Christmas like never before. For more information e-mail This email address is being protected from spambots. You need JavaScript enabled to view it.  or visit www.moderndayselling.com.