Are We Creating A Monologue or Creating a Customer Dialogue?

By Scott Zoll, Fairplay Co-Founder

I love being involved in the sales side of business.

Nearly my entire professional career has centered around being an individual contributor, managing those that sell, or working with sales enablement/marketing teams to craft better messaging. Our job is to discover the client need and align our solution with their desired outcome. It’s often an imperfect science compounded by the fact that most client’s needs or goals are slightly different. But that’s what makes this such an exciting (and sometimes vexing) career.

Whether you’re a seasoned professional or just starting out, there’s one truth we all learn at some point along the journey; no one wants to be “sold to.” Even as a salesperson I hate when someone tries to “sell me” on a product or service. It’s obvious to anyone when this is the case. It’s part of the reason salespeople sometimes get a bad rap. Somewhere along the line our prospect was sold a bill of goods that didn’t meet their need and they felt taken advantage of. When a poor salesperson has created mistrust, it makes it infinitely harder for a future sales conversation. We end up getting painted with the same brush.

Now, I may get pushback from some for saying this, but the world NEEDS salespeople. We provide a vital service by:

1. Answering questions about products and services offered
2. Offering insights to what others are doing in the marketplace
3. Discussing trends that are emerging in the space
4. Understanding and servicing a client’s needs to the highest possible standards

In my experience, the most fruitful relationships between a buyer and seller are created when a true dialogue is created. A dialogue occurs when both sides engage in a conversation about the needs (client) and capabilities (salesperson) to solve a problem. By gaining a better understand of your client’s particular needs, we can offer better recommendations to not only meet, but exceed expectations. The question is, how do you become the type of sales professional that prospects and clients WANT to engage with.

Here are three quick behaviors that have served me well:

BE CURIOUS: This requires truly listening to understand what the client is looking for. Too often, inexperienced salespeople listen until they hear a problem their product or service can solve and then they go into pitch mode. You may be missing vital information as to “why” that problem or need is so important. Resist the urge to sell and, instead, dig a little deeper into the impact that issue is creating for your client. Ask open ended questions to gain a deeper understanding of their needs. You very well might find the need is much different than you anticipated.

BE PRESENT: This goes hand in hand with the previous point. You should be laser focused on the conversation at hand. Yes, you may have been given an easy in to your product or service but people know when you’ve stopped listening. Try to listen to the end of the conversation before formulating your brilliant response (it’s ok to take a mindful pause to reflect on what was just said). There’s a reason this person was willing to meet/speak with you. If all they wanted were the specs of your product, they can look online (most likely). Give them the courtesy of your undivided attention. After all, getting in the door is one of the hardest parts and this may be your only opportunity.

BE EMPATHETIC: We’re all racing in a million directions these days and being asked to do more with less. Buyers need to understand that you care about their needs as much as you do your own. This builds trust and can lead from that smaller, one-time sale, turning into a longer-term relationship. Try to imagine what it must be like to be in their shoes. Show you’re not there to sell them something, but to offer them support in making the best decision possible (even if that means your product isn’t the right fit).

When we show up and give a monologue about how great our product is we may lose the client’s interest, credibility, and, most likely, the sale.

What are some of the tactics you’ve used in building meaningful client relationships?

------------------------------------------

Want to start a conversation with us? Email us at [email protected]