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Recently, during my sales courses, I find myself answer more and more of the delegates questions with the same answer. Regardless of what area of sales is being discussed the response that keeps occurring to me is; “It’s to do with how you turn up” 
How you turn up to a meeting is one of the few areas that is not so well covered in sales. Advice tends to be relatively basic around preparation, timeliness and demeanour. 
However, there are another two dimensions that will have a major impact on how the sales meeting goes and what results you achieve. The first is your mindset and the second is your level of self-awareness. 
It is well accepted (although not always so well executed) in the field of sales that the mindset of advanced sales practitioners is not to go after the sale, but to focus on helping their clients succeed. In doing so they sell more because they gain a level of understanding and trust. Let’s take that a little further. 
What if you turned up to every sales meeting without judgement or expectation? Your only goal was to understand your client deeply. To stand where they are and try to see what they are seeing. You had no thoughts about what you are selling, but as it relates to your area of discussion, you set a powerful context for discussion and demonstrate that you truly understand where they are and why they need you. That is your only goal. 
Try it. In taking this approach alone you will sell more than you have ever sold before. I use it myself with incredible results. You see, a sales person gains ultimate credibility, not by his company brand, product, service or style, but by demonstrating that he genuinely understands his client. 
How in the conversation are you? Are you really involved? Are you thinking about your product and how to make them buy? 
We bring so much into our conversations, all of our prejudices and judgements that have been hard-wired into our selves for so long. But when you are present in a conversation, it becomes more open and meaningful. 
This means becoming fully aware of your mind state and making a decision with conviction and concerted effort to focus beyond listening so that you become part of the environment you have created. 
This means becoming aware when you thoughts drift off into yesterday or tomorrow and re-focusing yourself on the present conversation so that you absorb its meaning in a new way. Watch how you ask more powerful questions and respond with a different clarity. Watch how you compel your client toward you and align with them so much easier. 
Whether I am asked about how to gain the upper hand in a negotiation, how to articulate unique difference, or how to close elegantly, this answer always seem to make sense. 
As a Speaker, Sales Trainer and Accredited Master Coach (CSA), Glen Williamson is passionate about helping SME business owners and sales professionals of all levels reach new height of sales performance delivery.  
Taking his 30 years of experience in sales and business development, Glen founded GWC Sales Training in 2011 to deliver consultancy and training for clients across a wide range of sectors including logistics, financial services and oil and gas. 
Meeting the needs of our increasingly complex and competitive business environment, Glen’s “Master The Sales Conversation Masterclass”, and Complete Target Account Selling Program create interactive opportunities to embed new ideas and techniques for consistent, predictable sales success. 
Glen believes that sales is a collaborative process, part of who we are and how we survive, and at its core, should be a desire to ‘help’, not ‘sell’. 
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