Salespeople need to shift from being likable to being seen as leaders in tough markets. Build rapport, establish credibility through licenses and certifications, then demonstrate leadership by walking the homeowner through their project as the trusted guide who will deliver results.
That does good in an upmarket, but in a downmarket, you've gotta start to help that person realize you are the right person for 'em because you've gotta go from likable to leader. You gotta be able to lead like you're the person that's gonna solve all their problems for 'em. You can't just be likable. They have to, in the end, ultimately feel like you were leading it. So there's this emotion that you're the leader. And so we've gotta build some rapport. But the next thing we have to do is we have to build credibility. So how do we create credibility? Well, we show them our credentials. That would be number one, but we would also probably show things like our licenses. We would show things like awards. We would show things like ratings and reviews, testimonials. We got to create this credibility. And after credibility, and before I leave credibility, one more thing. Not just the company's credibility, your credibility. Do you have any kind of training? Do you have any kind of certifications? Do you have experience? Like, do you know what you're talking about? And we, we create that credibility in a variety of different ways. But I teach people like, hey, don't only just talk about what the company has, talk about what you have and go get those things yourself. And then we do a walk around with that homeowner. Talking about their project, I can actually start to move myself from just being credible to a thing that's really important we're going to talk about in just a minute.
