Page 12 - engage workbook

why adopt

the IoweU™ approach?

Introduced initially in EK Strong’s 1922 book The Psychology of Selling Life Insurance,
traditional approaches encompassing notions of open, closed and probing questions, ABC
(always be closing), AIDA (attention, interest, desire, action), handling objections and video
others, are no longer fit for purpose.

IoweU™ is a 21st century approach that reaches beyond traditional product-push, solution
selling and consultative sales approaches and switches the focus from making a single
‘sale’, to building trusted relationships that deliver increased revenue, higher margins and
increased personal fulfilment.

IoweU™ contrasts with UoweME. For many consultants / salespeople their mindset when
approaching prospects or buyers is UoweME. Driven by the requirement to schedule X
calls and Y meetings in order to make Z revenue, they adopt a “push” oriented sales
approach focused on gaining from every buyer interaction. They talk about their company,
themselves, their brand, their product or service, but they ask predictable questions that
fail to generate insights and they take little interest in the buyer.

IoweU™ recognizes that in speaking to you, your buyers are making an investment. They’re
investing their precious time in you; they may also provide you with useful information
(some of which may be confidential or sensitive) and, if you do the right thing, they may
do even more for you.

Recognizing the investment made by buyers, leads to the requirement for some value to
be delivered in return – for the other person’s investment to be reciprocated.

Hence the consultant / salesperson owes the buyer. IoweU™.

Adopting a helping mindset and employing tools and skills that actively demonstrate
a clear focus on addressing the needs of buyers enables adopters of IoweU™ to
differentiate themselves from more traditional consultants / salespeople. Through doing
this they enhance the value of their offering, leading to fewer price discussions, increased
opportunities and improved business development performance.

If you’re looking for an edge and don’t want to turn to models
that were created 40, 20 or even 10 years ago, this is most
certainly for you.

Nic Read, co-author of
Selling to the C-Suite

7 engage-universe.com