Sales Resources

YOUR IMAGE OF DIFFERENCE (part 2)

Previously, we explored the effect of Energy, Attitude and Appearance on your "Image of Difference". Now, let's take a look at the relationship aspects of the sales professional's image. There are two key types of interpersonal relationships:

Subordinate/Dependent
In their secretive moments, every sales professional dreams of having a customer totally dependent on them. We want this relationship because we think that this gives us the ultimate power over our customer. We believe we can use this power to get all of our objectives accomplished, so we even subconsciously go for it. To position ourselves as the dominant person in the relationship, we often use our expertise or unique solutions to gain power over our customers. The fact is, however, sales people who try to create a subordinate/dependent relationship often wind up with the 'Fuzzy End of the Lollipop' at the end of the day. There is generally not one healthy dependent/subordinate relationship in the business environment, because as the old saying goes; "What goes around, comes around." Unfortunately, these relationships ultimately become unproductive, and “the dream” usually turns into a sales professional's worst nightmare.

Just imagine how a personal relationship with a spouse or significant other would work over time if one of you was constantly in the subordinate/dependent position. How would you feel? Would you eventually rebel? As Dr. Phil would say, "How's that working out for you?" Although we can use our subject matter expertise to gain the customer's confidence and show them we are interested and invested in their success, both personally and professionally we must make certain that we balance our declared proficiency and capability with understanding and meeting the customer's needs and desires. Using leverage in an excessive fashion generally leads to the lever coming the other way. Ouch!

Interdependent Relationships
You can create a real "image of difference" through the cultivation of interdependent customer relationships. Interdependent relationships occur when both parties share information freely. Sales professionals in interdependent relationships ensure their image of difference by demonstrating a focus on helping customers accomplish their goals and needs versus putting the emphasis on sales professionals’ own personal or organizational desires and needs. Regardless of who might have the perceived advantage in the relationship, your customer or you, it is critical to keep the relationship in balance.

When relationships are in balance there is "Equality" in the relationship. Equality is maintained by not openly taking advantage of a difficult situation, and secondly, by not shrinking when the customer is trying to take advantage of you. Open communication and the knowledge that you'll do the right thing builds the customer's confidence and trust in you, resulting in a productive relationship. No one wants to work with a pushover or a hard head. Interdependent relationships give the customer confidence to share their challenges and opportunities for growth with you because they trust your capability to deliver, be fair, and to come through when the time comes to produce. They will reward you by considering you as a strategic advantage compared to your competition.

Bringing it all Together
You will create your own "image of difference" when you employ the simple tools of Energy, Attitude and Appearance and work to create Interdependent Relationships with your customers. You will position yourself and your organization positively as an essential, professional resource prepared to deliver value. Your efforts will be recognized as an additive to your customer's success.

Your "image of difference" shows that you are ready to meet the customer's challenges and to lay the foundation to put you ahead of the competition.

GREAT SELLING!