Page 33 - Energy and Ideas Get More Business 2023 v Flip 01

Each potential customer is human, just like you. He or she is not a
“prospect,” a “commodity,” a “transaction,” or a “potential sale.”
Customers respond best when you engage with them, seek to
understand their needs and desires, listen and ask questions, and
make a sincere effort to connect with them.

Customers buy from people they know, like, and trust. They will spend
more and want to buy from you if you sincerely demonstrate that you
are likable and trustworthy—something that your competitor often
forgets. By focusing on the actions that increase the affinity between
you and potential customers, sales happen naturally—without any
pressure, force, or the need for closing questions.

More sales happen when customers see you as a trusted advisor. You
can rise to the top of your company or industry when you become an
expert on your product or service, fully understand your target market
and what they need, and become a reliable resource who offers value
regardless of whether clients are ready to buy. As a trusted advisor,
clients will seek you out and want to build relationships with you,
relationships that result in referrals and repeat business.

Michael Port