EP14: Engage and Influence: Emma Gillies on Advanced Strategies for Trust-Based Selling

The Focused View: Empowering Eye Care Professionals

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Michael Nasser is joined by Emma Gillies, an optometrist and founder of Purple Key Consulting, to explore how trust-based selling transforms patient interactions. From the subtle power of nonverbal communication to advanced techniques for boosting confidence, this episode is your go-to source for building relationships and truly understanding and meeting customer needs.

Throughout the conversation, Emma shares her journey from traditional optometry to becoming an advocate for trust-based selling. She emphasises the shift from feature-based to benefit-based conversations and how to connect with curiosity. Emma also provides strategies for mastering both verbal and nonverbal cues.

Emma Gillies is an accredited NLP practitioner and is well known for her expertise in contact lenses. She has evolved her career to be dedicated to coaching and consulting with an emphasis on education and empowerment. Emma works with people and teams to understand their own thinking and behavioural patterns and uses these to understand better and connect with customers.

Key Topics with Timestamps:

1:47 - Introduction to Emma Gillies and her background in optometry

3:13 - 3 pillars of Purple Key Consulting

4:25 - Trust-based selling and its importance in the modern market

8:42 - Common misconceptions about selling

9:42 - Nonverbal sales technique in building rapport

12:44 - The power of matching and mirroring

14:23 - Subconscious level of building trust

19:22 - Shifting the focus from product features to benefits

24:44 - Advanced patient communication techniques

28:30 - Understanding conversational cues to meet customer needs

30:47 - Active listening over assumptions

34:42 - Using open questions and emotional connection to sell

37:32 - Importance of receiving feedback for growth

41:11 - Visualization exercise to be more confident

45:17 - Transformational success stories

Mentioned Resources:

Purple Key Consulting

Episode suggestion:

EP11: Independent Vision: Alison Abdullah's Journey from NYC to Lens Avenue

Connect with Emma Gillies:

LinkedIn: https://www.linkedin.com/in/emma-gillies-phd-95688244/

Thank you for joining us in this episode of The Focused View Podcast. If you enjoyed this episode, give us a 5-Star rating, and leave a review on Apple Podcast and Spotify to help us reach even more eye care professionals and build a community of innovation and see new opportunities within the optical industry. Talk with you next time!