Sales is about them; it’s not about you!

Clients buy from salespeople they like; this is a common concept anyone can wrap their heads around; we experience this in our own purchasing decisions: we go to the stores we like and get the brands we want. How we get the client to like us is where the amateur salesperson and the sales pro fundamentally differ.

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Our society often has a negative perception of sales professionals. I attribute this to the fact that many salespeople need more training. While an inexperienced salesperson might inadvertently lead their client to a poor decision, a well-trained sales professional is skilled at guiding clients toward making informed and positive choices.

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I can distinguish between amateur and professional salespeople, often from their brief elevator pitches. Many people talk too long during their elevator pitch. Most entrepreneurs mistakenly feel the only way to stand out to prospects is they either need to overwhelm them with their experience, for example, the financial advisor who tells you he's been working with the same firm for a decade where he's acquired all these accolades and the firm, he works for has been around for many years! He also has a family and a hobby; by going into this, he's made you realize you have something in common to talk about! I understand why entrepreneurs do this; I also did it for a long time, and we mostly don't know any better and need to be appropriately trained. It is likely because the people who hired us have also yet to be appropriately trained, as many companies focus on operations and marketing and leave it up to chance when it comes to sales.

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The mistake of a self-promoting speech is more detrimental than just a bland and forgettable elevator pitch. It puts you in a mindset that you got into sales for yourself, and your clients exist to grow your bank account. This approach will only be successful in allowing you to sell a product your client needs as long as you have a cheaper option. You're a friendly salesperson, but you don't have more value to your client than the grocery store clerk with a nice smile. You've only positioned yourself in the client's mind as a necessary part of the transaction, and as long as your product doesn't cost more than other options, you have earned the business. You will never scale as this type of salesperson.

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The mindset of a successful elevator pitch will put you on the right path to build value that allows you to charge more than your competitor because the value you've created justifies it.

You need to understand better who your client is to identify the people who benefit from your product correctly.

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How can we cultivate a positive relationship with our clients? It's widely acknowledged that adults are encountering increasing challenges in forming connections, with nearly one-third reporting a lack of close friendships. Unlike our childhood, where friendships blossomed effortlessly on playgrounds, the current era of social distancing has left many out of practice in the art of making friends. Often, we fall into the misconception that the key to forging connections is to talk about ourselves, hoping the other person will identify with our experiences and values, thereby initiating a friendship.

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In the realm of sales, the path to likability isn't paved by showcasing intellectual prowess or expertise. Instead, successful sales professionals prioritize building an emotional connection with their clients. This involves active listening and a genuine understanding of the client's expectations. True likability arises not from impressing prospects with one's skills but from establishing a foundation of trust, where clients feel understood and confident in entrusting their financial resources.

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Cultivate the art of friendship by genuinely engaging with people in everyday social interactions. I make an effort to learn more about the clerk at the gas station checkout, injecting a sincere interest without causing any disruption to their day. Going beyond typical small talk, I ask questions that convey a genuine concern for their well-being, such as, "How many hours do you have left until you escape this place today?" This slight variation from the usual "How is your day?" opens the door for the clerk to share their authentic feelings, creating a meaningful connection.

Incorporate this approach into your sales training, and you'll genuinely care about your clients during presentations. The skill of showing sincere interest and creating connections goes beyond the surface, fostering a more profound understanding that can enhance your relationships in both personal and professional settings.