4. Passion | Soul of Sales - The Nine Universal Laws

"Fear Sales" and "Reward Sales" tends to focus on Always Be Closing (ABC). It is extremely self-centred rather than client-focused.

Passion is all about Always Be Creating Value (ABCV) for the client. In other words, it is about paying close attention to the UPB (Unique Perceived Benefit) of the client.

UPB is essentially a customer-oriented product/service offer. The concept was originated by The Marketing Guild. A USP is largely formulated from the seller’s perspective and stems from product/service features. Instead of looking at the product from the seller’s viewpoint, Unique Perceived Benefit (UPB) looks at the need from the customer’s viewpoint – that’s being the benefit of the product.

Thus with "Passion Sales" you are there to provide help and guide the client. Enabling them to make a good decision when it comes to getting a product/service that will fulfil their immediate needs or will benefit them in the long run. The total focus is to develop a solution that gets the client into a comfort zone where they see a light at the end of the tunnel. "Passion Sales" allows you to connect with your core values of serving clients as a trusted advisor.

The journey is not of a transaction but forging a successful ethical relationship which allows both you and the client to be in a win-win situation in the short, medium and long run.

In "Fear Sales," the focus is on creating a sense of urgency and fear in the client, with the goal of pressuring them to make a quick purchase. The salesperson uses high-pressure tactics, such as limited-time offers, aggressive sales pitches, and fear-based messaging, to close the deal. This approach is often short-sighted and can lead to negative long-term consequences for both the salesperson and the client.

Fear-based selling has been shown to be effective in the short term, but it can lead to negative long-term consequences. A study by the Sales Benchmark Index found that fear-based selling can lead to lower levels of customer satisfaction and loyalty. Additionally, a study by Harris Interactive found that 70% of buyers have stopped doing business with a company because of a bad customer service experience.

An example of fear-based selling is the use of limited-time offers and aggressive sales tactics. For example, a car dealership may tell a customer that the sale price is only available for that day and pressure them to make a quick decision. While this approach can be effective in getting the customer to make a purchase, it can lead to negative long-term consequences such as distrust and a damaged reputation.

"Reward Sales," on the other hand, is a more positive approach to selling that emphasizes the benefits and rewards of making a purchase. Instead of using fear, the salesperson focuses on highlighting the positive outcomes of the product or service and how it can improve the client's life. This approach can be effective in motivating clients to make a purchase, but it still has a self-centred focus on closing the deal.

Reward-based selling focuses on the benefits and rewards of a product or service. While this approach is less manipulative than fear-based selling, it still has a self-centred focus on closing the deal. An example of reward-based selling is the use of incentives, such as discounts or free gifts, to motivate customers to make a purchase. While this approach can be effective in getting customers to make a purchase, it may not lead to long-term loyalty if the product or service does not meet their needs.

"Passion Sales," is the approach that places the most emphasis on creating value for the client and building a long-term relationship based on trust and mutual benefit. The focus is on understanding the client's unique perceived benefit and providing a solution that meets their needs in both the short and long term. The salesperson acts as a trusted advisor and is genuinely interested in helping the client make a good decision.

Research has shown that a client-centred approach, such as "Passion Sales," can lead to higher levels of customer satisfaction and loyalty. According to a study by Bain & Company, increasing customer retention rates by just 5% can increase profits by 25% to 95%. Additionally, a study by Salesforce found that 86% of buyers are willing to pay more for a great customer experience.

An example of Passion Sales in action is the Apple Store. Apple has created a unique retail experience that is focused on providing exceptional customer service and building relationships with clients. Apple's retail employees are trained to be "geniuses" and help customers with any issues they may have. This approach has helped Apple to become one of the most successful companies in the world.

Here's a framework for Passion Sales:

1. Build Rapport: The first step in Passion Sales is to build a strong relationship with the client. This involves getting to know the client, their needs, and their goals. You should take the time to ask questions and actively listen to their responses.

2. Identify Unique Perceived Benefits: Once you have built rapport, the next step is to identify the client's unique perceived benefits (UPBs). These are the specific benefits that the client is looking for in a product or service. To identify UPBs, you can ask questions such as "What is most important to you in a [product/service]?" or "What do you hope to achieve by using this [product/service]?"

3. Create Value: Once you have identified the client's UPBs, the next step is to create value by providing a solution that meets their needs. This involves focusing on the benefits of the product or service and how it can help the client achieve their goals. You should also highlight any unique features or benefits that set your product or service apart from the competition.

4. Address Concerns: It is important to address any concerns or objections that the client may have. This involves actively listening to their concerns and addressing them with empathy and understanding. You should also provide clear and concise answers to any questions they may have.

5. Close the Deal: The final step in Passion Sales is to close the deal. However, instead of using high-pressure tactics, you should focus on creating a sense of comfort and trust. This involves providing clear and concise information about the product or service, as well as any warranties or guarantees that may be available.

In "Passion Sales," the goal is to understand the unique perceived benefit (UPB) of the client and to create a solution that meets their immediate needs while also benefiting them in the long run. The focus is on building trust and being a trusted advisor rather than just closing a deal. The salesperson is there to guide and help the client make a good decision, rather than pushing them into a sale.

The core value of "Passion Sales" is to serve the client, not to make a quick sale. The salesperson is focused on developing a solution that gets the client into a comfort zone where they can see a light at the end of the tunnel. The aim is to create a win-win situation for both the salesperson and the client in the short, medium, and long run.

In summary, "Passion Sales" is about creating value for the client, building trust, and forging a successful ethical relationship that benefits both parties. The approach is client-focused and aims to create a win-win situation for everyone involved.