Velocity Selling Podcast – Episode 8 – How Do you Treat your Customers

CEO of Velocity Selling Matthew Whyatt and founder Bob Urichuck take this episode to really discover the ways that the buyer wants to be treated during a sale and what it takes for a salesperson to understand and react to the buyers needs.


Matthew: Welcome to Velocity Selling TV. My name’s Matthew Whyatt from the Gold Coast in Australia, and we’ve got Bob Urichuck up in Ottawa, Canada. Welcome, Bob.

Bob: Thank you, Matthew.

Matthew: Hey Bob, today I want to talk about how buyers like to be treated. So Bob, how do buyers like to be treated?

Bob: Well, that’s a good question, Matthew. And, what I’d like to do is, is help you discover the answer for yourself. Obviously.

Matthew: Sure.

Bob: But here’s the thing. Here’s the way I’d like it to work. I want you to take your sales hat off and put on your buyer hat. You’re no longer a salesperson; you are a buyer. Now as a buyer, you’re going in to make a large purchase, small purchase, it doesn’t matter what. How do you, as a buyer, like to be treated?

Matthew: Well, I guess, let’s, let’s, um, mentally walk through the process. Of course I want to be welcomed. I want to feel comfortable. I want to be listened to. And, and, and generally informed about the options that are available.

Bob: Ok, that’s good. You’ve come up with four words. I want you to take a look at these four words and tell me is it A, B, C or D? In other words, is it an attitude; is it a behaviour, a competency or a discipline? Because that’s what Velocity Selling is all about. So let’s take a look at your first word. Uh, welcome, is that an attitude, behaviour or a competency? Now, the person who’s welcoming you is the salesperson.

Matthew: Sure.

Bob: That’s what we’re talking about here, is it an attitude, behaviour, uh, competency or discipline?

Matthew: Well, it would be something that’s taught, so I would think it would be a competency.

Bob: Ok. It could also be a discipline if you do it every time somebody comes in.

Matthew: Yeah, of course, that makes sense.

Bob: And, Now, now, don’t forget, a discipline is a habit. And it could be a bad habit.

Matthew: Yes.
Bob: In other words, when you walk into a retail store, they have this discipline, um, “How are you today?” and I say, “terrible,” –

Matthew: -laughing-

Bob: —And of course, then they say, “That’s great!” because they don’t listen—

Matthew: ¬-laughing again-

Bob: —Or, uh, they’ll say to you questions like, um, um, “How can I help you?” or “Can I help you?” And you say, “No, I’m just looking,” You know. So these sort of things are inappropriate behaviours, but again, we learn it’s a competency, ok. So welcomed. The next one was, uh sorry, um, what was your second one? Uh, I know you had informed, listened to…

Matthew: Uh, welcomed, uh, and, um, I guess comfortable. It would be, uh, something, you know, I want to—

Bob: That’s right.

Matthew: —I want to feel comfortable in that place.

Bob: So attitude, behaviour, competency, discipline?

Matthew: To make somebody feel comfortable?

Bob: Yeah.

Matthew: Well, it’s probably an attitude.

Bob: Ok, good. Listened to. Attitude, behaviour, competency, discipline?

Matthew: Definitely a competency, as far as I’m concerned.

Bob: Ok, great. And the last one, uh, to um…

Matthew: To be informed.

Bob: To be informed, yeah.

Matthew: Yeah.

Bob: Yeah.

Matthew: Um, Well that’s, that’s probably a competency as well, because they know, understand their product knowledge.

Bob: Let’s take a look at listening, for example. Uh, a lot of people, uh, I think would agree with you on most of these. For example, to be an effective listener, that’s a competency. Would you agree?

Matthew: Sure.

Bob: You’ve heard people say, “You’re a competent listener,”

Matthew: Absolutely.

Bob: And, and that’s really something. But here’s the thing. Before you can become a competent listener, what must you do?

Matthew: Um, I guess have a good, have a good attitude so you’re going to learn those competencies.

Bob: Well, let’s go before that. Before you can become good at something, you have to practice being good at it, do you not?

Matthew: Sure. Which is about discipline.

Bob: You, well, discipline and behaviour. Because discipline is a behaviour in itself. So here’s the thing is, if we’re a competent listener, that means I became a competent listener by practicing listening skills, would you agree?

Matthew: Yeah, sure.

Bob: Now, before I could even practice listening skills, what must I have?

Matthew: Uh, you have to have the uh, the, the behaviours.

Bob: Well, it’s really the behaviours are the practicing, the listening, the habits—

Matthew: Right.

Bob: —But what we have to do is before we could even practice listening, we have to have the desire to want to listen. Would you agree?

Matthew: Yeah. Got it. Understand. Yeah.

Bob: Now desire comes from what?

Matthew: Well desire comes from attitude.

Bob: Exactly! So you see, every word that you told me here: from welcome to comfortable, to being listened to, to being informed, sure it could be a competency, but the competency, you become competent in something by practicing it a lot. That’s the behaviour.

Matthew: Got it.

Bob: The behaviour are the things we do on a daily basis. It could be whether we’re disciplined or we’re not disciplined. Get the idea?

Matthew: Sure.

Bob: So that’s behaviour. But before we could practice anything, we first have to have the desire. The desire comes from our attitude.

Matthew: Right.

Bob: Get the idea?

Matthew: Yes.

Bob: So, I get, it takes us right back to the foundation of success. It’s all about attitude. And attitude is one hundred percent under your control.

Matthew: That’s great. Look, I really love these sessions, Bob, because actually you, you’re, you’re walking me through the process as well, not just the, uh, the people out there, so I don’t, it certainly, as people can figure out, this, these are certainly not scripted, as, uh, Bob’s walking me through these, uh, very strongly.

Bob: You know, I, I like that Matthew, because I’d rather, I’d rather talk with people, and if you could get other, if other people, if, uh, I mean if any of our listeners want to come on and interview me, I’d be open to that.

Matthew: Ok, well, you know what, in the at, in the comments below, uh, what we could do is people could go ahead and, and ask questions and we might be able to even start answering questions for people and things like that.

Bob: Sure, hey! That’s a great idea.

Matthew: Cool.

Bob: So what, yeah, and then, um, and that concludes this episode, but what do we, what would you like to do next?

Matthew: Uh, well the next episode, actually, what I would like to talk about is, you know, we’ve, we’ve talked about attitude, as a, as an overall thing. We’ve talked about all these, um, ju—broad ideas. How does a salesperson put that into action? What are their, um, what are the action steps they can do?

Bob: Ok, well, uh, I have something, and it comes out of Discipline for Life which I also share in Velocity Selling, are what I call your ten rights.

Matthew: Ok, great.

Bob: These ten rights will help you develop the right attitude. Now with the right attitude, you do things differently. And I’ll give an example: Let me just ask you, Matthew, oh no. I don’t even want to get to it. Let’s save it for the next episode.

Matthew: -laughing- Perfect. All right, well, we’ll talk about those, uh, those ten rights in the next episode. Thanks very much today, Bob, and I’m really enjoying your, uh, your coaching.

Bob: Good, and I look forward to seeing you next week.

Matthew: Fantastic. Off and out.

Bob: Bye.

Bob Urichuck is an internationally sought after speaker, trainer—founder of the “Buyer Focused” Velocity Selling System—and best-selling author in six languages. His latest books, Velocity Selling: How to Attract, Engage and Empower Buyers to Buy, and Motivate Your Team in 30 Days are new in 2014.

Sales Velocity. Your Bottom Line. Our Passion

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