To improve your
sales performance, adopt the Golden Rule mentality. The Golden Rule
says to, "Do unto others as you would have them do unto you."
It also says, "Love your neighbor as yourself." The Golden
Rule mentality in sales, says simply, "Sell unto others as
you would have them sell unto you."
Strokes For Different Folks
What does this mean? Aren’t there all kinds of different personalities
that require different approaches and techniques? Well, yes and
no. Practicing the golden rule in selling simply means that you
sell to other people the way you would like to be sold to. You sell
with the same honesty, integrity, understanding, empathy and thoughtfulness
that you would like someone else to use in selling to you.
If you would like a salesperson to take the time to thoroughly understand
you and your situation before making a recommendation, you practice
the same thing with your customers. If you would like a salesperson
to give you honest information and to help you make an intelligent
buying decision, you practice the same with your customer. If you
would like a salesperson to be thoroughly knowledgeable about the
strengths or weaknesses of his or her product or service, and that
of his or her competitors, then you do the same with your product
or service and your competitors.
Care About Your Customers
Perhaps the most important part of golden rule selling is the emotional
component embraced in the word, "caring." Top sales professionals
care about their customers. They care about themselves, their companies,
their products and services, and they really care about helping
their customers to make good buying decisions. If you think about
the very best salespeople you know, you will recognize that they
are caring individuals.
care How Much You Know
If you think about your very best customers, you will recall that
these are invariably people you care about, and who care about you.
When you think about the people you buy from, you will recall that
they seem to care about you more than the average. In every part
of your business life, you will find that the significant people
all have the denominator of caring as part of their character and
Here are two things you can do immediately to put these ideas
today to sell to your customers with the same honesty, empathy and
understanding that you would like them to use in selling to you.
time to genuinely care about your customers, their individual needs
and their unique situations. Make people feel important and they
will make you feel important.