In my early sales years, at one time or another, I could be accused of being that “motor-mouth salesperson” – you know, the type that thought I could talk anyone into a sale if I somehow managed to find the right combination of words and the right “package“. However, what I wasn’t taught early on – and learned as I grew with experience and some great mentoring – is that selling is more about listening to what people want, need, have previously experienced and how I can help them. When you listen and become a consultant and strategist – you are also building a relationship.
To build a long-term, successful partnership – you don’t close a sale, you open a relationship. -Patricia Fripp This relationship is based on listening – hearing – what your new partner has to say. To build a great relationship, you need to get to know your client on a personal level. The easiest way to do that is to find some common ground…. When you’re on the phone with them – listen to what’s in the background. If you can tell they are working from home – can you hear kids or a dog barking? Use these things to start a conversation. ALWAYS look at your prospect’s LinkedIn profile – did you go to the same college? Maybe you have mutual connections? Are you in the same groups? Check out their other social media – do they have a business page? I’ve learned through trial and error – don’t talk about the weather – or any other small talk. It’s usually a dead-end conversation that does little to further a relationship. Yes, I know James Spann is a weather guru but someone else may not see him that way or even know who he is!
I’ve learned by improving my listening skills, that not only do my prospects like and respect me more (or at least they make me believe they do), but it also helps me understand their needs, so I’m in a better position to choose the right strategy and products to achieve success. Also, by listening I learn more about their specific industry, and let’s be honest – if I am going to build a strong relationship with my prospects – a relationship that allows me to collaborate and strategize as a trusted expert, rather than a salesperson looking to make a quick buck – then I absolutely need to understand what’s going on in their sector.
It’s taken me a long time but I have finally learned to stop the sales pitch and start a conversation……. by this I mean I no longer make a mini-presentation sales pitch about myself, my company, and what I have to offer. I don’t do PowerPoints unless absolutely necessary or requested. I focus my conversations on problems I’ve listened to them describe and have conversations about a strategy (not a product) that could help this client. I’ve learned building client relationships is not developed by being pushy, by just trying to get the appointment…. and if I don’t jump the gun by trying to skip important conversations to move the sales process forward, that my potential clients will actually bring me into their buying process, and I can be a true consultant and partner, cultivating a lasting relationship.
To be a good consultant, all you really need to be good at is listening to people, creating a sense of trust, and continuing to maintain a relationship with that person after the sale. There is no magic recipe or overall trick to success in sales… But to be good, it’s a very personalized role and it’s all about relationships – so at the end of the day you just have to make the role 100% your own – just be yourself! Play off your strengths, and be patient with yourself and your partners. And as my husband always tells me – the rest will take care of itself!