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When I speak with businesses and salespeople and ask them about their product or service they do just that… tell me about their products and services… so I supposed I asked for it. But in the context of value, I still get the same answer – and it’s not really what I’m looking for, nor are their customers.

People still believe the most topical and current subject matter in the world is themselves and their business, their issues and growth opportunities, and their vision.

So what bridges the gap between what they care about and what you want them to ultimately care about – your product. At the end of the day you still must sell consciously even as a trusted advisor. They way to their heart, mind and spirit is through another form of currency – shared ideas. It is like a bank account – for every share, every insight, every good idea, every piece of advice, every stand you take with conviction – you are making a valuable deposit into their intellectual and emotional bank account that will enable them to make informed decisions and contribute to the amount of interest paid and the investment rolling over.

But you can’t do this simply by parroting some business brochure or researching and reciting what was on their Annual Report. You need to learn how to create your own intellectual property, your own content based on taking your customer forward in their business.

* Learn to form an opinion and stand for something in your industry.
* Learn to look at your market, your offering, your industry from another angle, a different perspective, take a thread and build on that.
* Become a leader to your customers and watch them follow!

Be Bold, Brave and Brilliant

Bernadette McClelland is CEO of 3 Red Folders – a modern day saleswoman and keynote speaker on business growth, personal leadership and sales performance.

BIO: Business environments wanting to increase their revenue and profits, and differentiate themselves in a competitive market, ask for Bernadette McClelland because of her thought leadership on sales performance, her ideas on thinking beyond resilience and her fresh perspectives surrounding personal leadership skills — all designed to master the outcomes that matter.

Bernadette has proudly coached Harvard MBA students on their sales enablement curriculum, been the Master Asia Pacific coach for Anthony Robbins across twelve countries, authored five books on leadership and sales transformation, won a coveted Telstra award for Business Excellence, and continually shares her ideas around behaviour, the brain and business growth on stages in the UK, Europe, Thailand, India, NZ, Australia and North America.

Believing that sales performance is a leadership issue, you will also find her heading Melbourne’s human potential based sales performance consultancy, 3 Red Folders, as she navigates lead generation, message to market and digs deep into sales process activities with her clients in the mid-tier sector as well as founding ‘Women Who Sell’, an initiative designed to bring more women up to speed in their sales success.

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We have saved you a seat, see you there! Bernadette.