Mindful selling is not just a technique, but above all an attitude. When I am in harmony with myself, my company, and my products, I can focus optimally on the customer and the best solution for them. This requires constant practice and application. Ideally on a daily basis.
Mindful selling specifically means
Asking questions
When I focus on my customer, I ask questions and listen. This is exactly how I find out what is important to my customer, especially in the current situation. Only then can I develop a suitable solution together with them. Is this new? No. But it is still true, even in mindful selling.
Asking questions is not just a technique, but also an attitude. Am I truly interested in what the customer has to say? That is why the distinction between open and closed questions is important. A catalog of closed questions that turns the customer into a mere provider of keywords is neither appreciative nor truly mindful. With open questions, I give the customer the space to speak openly about their topics. Mindfulness and openness are mutually dependent, even when asking questions.
Creating possibilities
Sometimes our customers only see what is not possible. They focus on fears and limitations. Arguing against this is rarely successful and only strengthens resistance. It is better to lead the customer mentally into a world of possibilities and solutions. Ask your customer:
- “What would have to happen so that…?“
- “Imagine there was a suitable investment product for you. What criteria would it have to meet?“
Facilitating decisions
Some customers find it difficult to actually make a decision. Our task is to help them make a decision that optimally meets their interests. Therefore, you should develop a suitable solution for them individually. Now we may help them make a decision, for example by asking an alternative question consisting of two positive options, where one—the latter—fits the needs and criteria of our customer particularly well.
Presenting benefits
Overwhelming the customer with a lot of information is rather not mindful. Sometimes perfect preparation with a great deal of product knowledge leads me to talk too much unconsciously. If the customer does not agree immediately, I talk even more.
Mindful selling therefore means: asking, listening, and then selecting the right information about the product or solution to present a real benefit for my customer.
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