OK. Here’s a weird thing, right? Despite a degree in Applied Physics, Computer Science and Advanced Mathematics, I’ve always felt compelled to promote, transfer enthusiasm for, and generally encourage the spread, adoption or acquisition of: thoughts, ideas, and things. To that end I was innately interested in Communications, Advertising, and Marketing.
These things, it turns out, meet at a pinnacle called ‘sales’.
Sales, it should be noted, are initiating events. Nothing happens without a ‘sale’.
There’s never been a more pressing time to be exceptional at selling.
Whether you’re selling a product, a service, or an idea – even a political idea, selling has never been harder. Maybe it’s loss of trust? Maybe it’s the ongoing perceived risk of some sort of “next-GFC contagion” that is causing some to hesitate to commit – not sure if it will be them, their customers, or their suppliers who may be adversely hit by an as yet unrealised risk? Maybe it is just a function of globalisation? Maybe it’s the “COVID19” Pandemic? Or is it a fear of “Fake News”?
Whatever you’re selling of course, there’s competition – yours and your customer’s. Competition is everywhere, and capable (and increasingly capable) too.
On top of that, these days people are smarter and better informed of their options. They also live in the ‘echo-chamber’ of social media – where they’ll find their beliefs confirmed, their suspicions re-enforced and their biases exploited.
In addition, products and service offerings are often commoditised by the sheer scale of their availability. Differentiation has been sidelined by algorithm.
Over the years the sales ‘process’ too has been developed and refined to a point where there is little to differentiate between companies or their products – they often even use the same sales training!
Add to this the growing unease many people now profess toward AI and data-driven targeted marketing and you can see why the ‘sales-shy’ might be the only growth segment!
Given the above, now is precisely the time to differentiate – through the quality of your ‘human connection’ with customers.
My sales training and coaching offerings are centred around the premise that a sales person, rather than a sales process, can best address the specific needs of a customer. This is based partly on the need for differentiation, but more importantly, it is because it is always the human connection that enables the ‘Sales Legend‘ to so comprehensively outperform the mere ‘Sales Professional’.
A ‘Sales Legend’ has the customer’s trust – a priceless commodity in such times of uncertainty. Through their integrity, the Sales Legend will in-turn impart confidence to the customer, helping them commit.
In simple terms, the ‘human connection’ is the difference between ‘good effort’ and ‘win’.
Is your team comprised of Sales Legends?
Does your sales team make human connection their #1 priority?