Everyone Prefers Non-Coercive Interaction Yet Expresses Strong Viewpoints on Various Issues
Article Redraft:
Breaking through the barriers in B2B sales can be a daunting task, especially when only 3% to 7% of a market is actively seeking solutions. Here's a strategy seldom employed, which could provide a potentially effective solution to hurdles and roadblocks.
In a past piece, I discussed the ubiquitous use of Salesforce software and the prescriptive sales processes it has instilled in various organizations. This software, and the sales practices it fostered, have transformed not only processes but also sales team mindsets and organizational culture. Sadly, not always for the better.
Salespeople inevitabley encounter roadblocks and challenges at various times and for various reasons. Over my many years working with B2B marketing and sales teams, from startups to enterprises, I've witnessed sales leadership so fixated on pipeline, goals, forecasts, and metrics that they fail to seriously ponder 'why' when a salesperson voices concerns about hurdles or roadblocks.
It's almost as if the 'assembly line' sales procedures provided by Salesforce have caused a narrow-minded perspective. The underlying message delivered to sales staff, whether spoken or unspoken, is frequently, "Just go sell, sell, sell. Shut up and sell."
Why not consider the salesperson's perspective instead? Why not inquire 'why' to uncover the roots of a roadblock or challenge when a salesperson raises concerns?
Adopting this approach might unearth surprising opportunities - and success. It could even discover an unprecedented tactic that boosts your team's overall performance.
Most People Hate Being Sold To
Consider how you usually react when someone approaches you to sell you something. We all know that irritating caller interrupting dinner to discuss car warranty extension. The spammy email promoting yet another credit card. The door-to-door salesperson peddling pest control or lawn care services. The pushy person doling out surveys or loyalty card offers as you exit the grocery store.
Our common response? Fight or flight, as I discussed in my article on the psychology of decision making in relation to marketing. Even when we recognize we have a problem, if we're not ready to buy, we still dislike being sold to. We find it awkward. We feel pressured. Our ancient brain prompts us to react with anger or flee. We get irked. Or we want to run away.
A Kind Request: Your Opinion, Please? - An Alternative to Hard Selling
Decades ago, when I was launching a startup that created RFID technology for the hospitality sector, I stumbled upon a soft sales approach that's applicable in virtually any size organization with any audience or persona.
Let me share what we did, followed by a few essential tips for implementing this tactic successfully.
Our target markets were hotels, resorts, and casinos - large properties, aggressive competitors, and typically keener on the general manager (GM) who demands a high level of commitment and responsibility. Securing those appointments could be both difficult and time-consuming.
Our strategy was far from a hard sell. Instead, we'd approach these GMs with a polite request for their expert opinion. This approach contrasted dramatically with the typical sales approach and generated entirely different responses.
My business partner and I would introduce ourselves, share a brief background, and express, "Rest assured, we're not trying to sell you anything. Rather, we're thinking about investing in a company that offers a certain technology for hospitality venues like yours. We'd love to learn more about how you feel about this technology and its value within your industry and your specific type of property."
If they consented, we'd share what we had and demonstrate how it would be utilized. We didn't conduct a conventional demo, opting instead to show, not tell. Our discovery was that practically everyone would take a few minutes to understand the product and voice their honest opinion about its potential benefits.
This approach is an effective prospecting and interest assessment technique, but it also informs the creation, evolution, and value creation of a product. Those who showed genuine interest or found a strong value proposition would usually ask, in turn, two questions:
- "Can I invest?"
- "Can I trial this for my property?"
Ultimately, we secured what we wanted without asking directly for their business or investments. There was no 'hard sell.'
Critics might argue, "Of course this worked for a startup. You could afford to request feedback on a concept since you hadn't yet entered the market and were still perfecting your product."
While there's some logic to that argument, I believe this approach, or sales mentality (it's more about mindset), can prove useful in selling to any persona in any type of organization.
Opinions Are Like Belly Buttons (Everybody Has One)
Everyone has an opinion. As the saying goes, "Opinions are like belly buttons; everybody has one." What's more intriguing is that everyone desires to express their opinion, and this might be particularly true among Americans. We feel compelled to share our opinions, even if they're uninformed.
If you're targeting the right audience you wish to sell to, they possess the education, qualifications, and insights to offer feedback and information about your product, services, pricing, opinions on competitors, buying factors, and so forth.
What Makes This Approach Work
Should you decide to experiment with this approach, abandon the traditional sales pitch and presentation. Instead, focus on succinctly explaining what your product does and how it's used.
Engage in open-ended, conversational inquiries about what they're currently utilizing, pain points, and requirements. Maintaining a down-to-earth, friendly, relaxed approach will prove fruitful.
Most important, cultivate an understanding of human behavior and communication. Being adept at deciphering social and facial cues will boost your chances of success.
When someone mentions limited time or expresses suspicions of a sales pitch, be ready to politely thank them for their time and clarify that it wasn't your intention to sell.
Approach the meeting with a clear objective and direction, but avoid overly controlling the conversation's flow, and remain somewhat open-ended, keeping doors open for further discussions.
How do you close?
The answer varies depending on how the conversation unfolds. Remember, it's not always about getting to a Yes or No. "Maybe" and "Not Yet" are viable answers, and they can be addressed effectively if you're well-prepared. In fact, a salesperson who employs this inquisitive approach may be better equipped to handle more ambiguous feedback and foster a deeper, long-lasting trust-based relationship that could lead to sales, albeit at a later stage.
Here's to your success!
In the hospitality industry, displaying genuine leadership could mean adopting an approach that values the opinions of salespeople and potential customers, rather than solely focusing on metrics and sales goals. This modified mindset, coupled with a friendly and curious conversation style, might lead to previously undiscovered tactics that could significantly enhance overall team performance.
By leveraging the human tendency to want to share their opinions, especially among Americans, businesses in any sector can flourish in their sales approach. Rather than employing a traditional hard-selling technique, crafting open-ended, conversational inquiries that engage potential customers in discussion about their current methods, pain points, and requirements could lead to novel insights and foster trust-based relationships that ultimately drive sales over time.
