Great Salespeople Care About Others
People are going to think I’m crazy for saying this but it’s true. Great selling is 100% about caring. Think about the best buying experiences you have ever had. Did it feel manipulative? Could you see the awesome closing techniques they used? My guess is no. A great sale feels very natural and “good”? We think we are helping people by sharing all the awesome features and benefits we know and showing off our expertise and product knowledge, but we are not. I think Theodore Roosevelt nailed it when he said: “No one cares how much you know until they know how much you care.”
The best Buying Experience
For me, the absolute best buying experiences have been with salespeople who really got to know me. They were not technique laden “hunters”, “killers”, or “closers” (believe me I’ve done this long enough that I can spot them!). They were genuine people who took an interest in me, understood my problems and goals, and set out to present me with well thought out solutions. All of them had good habits and techniques. However, they were not focusing on themselves or on those skills, they were building a relationship.
I’m Not a Sales Apologist
Really I’m not. I make good money helping people improve their sales technique. Moreover, I think it’s important that you regularly practice those techniques so you can perform with smooth flawless delivery. However, I do not think they should be your focus. Good technique is there to assist you in staying on track, gathering information, and presenting well thought out meaningful solutions to your client’s problems.
A great example of this is the real estate agent who sold me my 2nd house. When we met for the first time he sat down and talked to my wife and I like you would expect. What surprised me was that he also took the time to talk to my kids and see what was important to them. He was really trying to understand what all of us were looking for so he could meet all of our needs. He then laid out his plan. First time out 5 houses absolutely no offers. Next time out 3 houses no offers, but we will really like these houses. Then on the third time out 2-3 houses and a solid offer on the house we would buy. To be honest at this point I was like NO freaking way! How does he know this?
The next thing he did was lay out his plan. First time out 5 houses absolutely no offers. Next time out 3 houses no offers, but he promised we would really like several of these houses. Then on the third time out 2-3 houses and a solid offer on the house we would buy. To be honest with you, at this point I was thinking NO freaking way! How does he know this? What if I like the first house I see?
So the first time out we looked at 5 houses and he did not sell one bit. He was in the background watching everything. He watched my kids, listened to my wife an I talk about what we liked or didn’t, and when we left he would ask questions. What really blew me away was when I’d say things like: “I really loved that deck!” he would say “Yes it was very nice, but did you see Sophia trying to get up and down those steps?” Me… “Ya I guess I did. They were really steep and there was no rail.” We looked at a lot of nice houses That day. They were all very different and we had things we liked about all of them. We didn’t place an offer. However, it felt like a productive day overall.
The next time out we looked at 3 houses and we loved them all… same story. Lots of questions and interaction paired with great feedback that led us to reconsider. Then on the third trip out we looked at 2 perfect houses and placed an offer.
This salesman did a lot of things right and he had great technique, but his goal was to build trust in himself and his system. He did that very well and we sent referrals later. He did a great job not just because of his skill but because he was a good guy, a professional, and was sincerely interested in helping us get the right home we would love.
I do not care what you sell… your customers have goals, dreams, and desires and if you focus your sales strategy on these things you will close more sales. If you are looking for a good read on how to master building relationships and hone your technique I highly recommend Joe Girard’s How To Sell Anything to Anybody. This book has had a very powerful influence on my selling style and helped me mature from a skillful sales person to a true professional.
I’d love to hear about your GREAT sales experiences or tragic failures and how you think caring played a role in that experience… As always I promise to replay back and keep the conversation going!