Elegant Solution to Sales (eBook)

Chapter 3

It’s About You

In the same context that time is a common denominator, so are you. Who you are is a fundamental determinant of your success.

When my wife and I decided to have kids, we talked a lot about how we wanted to raise them. How could we be great parents? After much discussion we agreed that our kids would pick up on about 10% of what we say, but 90% on who we are. If we wanted to raise good kids, we had to be good people. We had to raise our game, make sure we were reflecting the values and integrity in our lives that we hoped they would embrace in theirs.

It's the same if you want to be a great salesperson. What we say to a prospect is only about 10% of securing them as a long-term committed client. Who you are and what you do is what really defines you. The Elegant Solution is more than selling. It’s bringing value to the transaction. It’s taking the time to be knowledgeable in your field. To be a resource.

It demands that you be the kind of person your customers like and respect. That’s the 90%, living a life of integrity and professionalism. If you’re looking for a shortcut to sales success, there it is.

Our clients have hundreds, maybe thousands of things to deal with. To do their jobs, they need more than just products they can count on. They need people they can trust.

Top salespeople provide value to their customers; they are experts in their field. They’re able to differentiate themselves in the market beyond the company they represent or products they sell. They’re able to provide the information their clients need in order for the client to make the best decision for this one particular thing. Top-tier salespeople find ways to improve the buying process. They can be relied upon at every stage of the process, from selection through acquisition, installation, and after care. They’re adept at developing products or services that better meet the unique needs of their customers. They’re able to improve the buying experience, making it if not enjoyable, at least less burdensome.

Mark McCormack wrote a book, What They Don’t Teach You at Harvard Business School, in which he laid out two key rules of business. 

First - if everything is equal, people will do business with friends. 

Second - when things are not equal, people will still do business with friends.

Meaning, you need to make friends. And that means you must be the kind of person that people want as a friend. Do you know why your customers like to do business with you? What is it that draws people to you? It’s a good thing to know. It falls under self-awareness, which we’ll get to in a bit. 

Developing true friendships with customers can be tricky. As salespeople we’re starting from a tough spot. Sales is a much-maligned profession. The general perception is of someone who is out for themselves, willing to do or say anything to “sell someone.” You need only scan the titles of the top-selling sales books to see where this perception comes from. There’s the Ultimate Sales Machine, Spin Selling, Secrets of Closing the Sale, and more. I’m sure they are all great books, but to non-salespeople they sound as if they’re teaching manipulation techniques. Most consumers are acutely aware of when they’re being “sold.” There’s an instinctual pushback to being manipulated. It’s not a place from which deep friendships and respect are built.

Knowing your industry, company, and products in order to assist your clients is important. However, you can be the smartest, most experienced, recognized expert in your field and it will all be for naught if you can’t connect and communicate. Having that knowledge is one thing, but can you convey it in a way that others can understand?  Even more, can you share it in a way your clients will appreciate? You’ll need to connect with your clients on a human level before you can get to the technical.

We’re in the people business. Making a personal connection is where the rubber hits the road. It’s where the magic happens. Being an expert is good, but you also have to be able to connect with your clients. Most great salespeople excel in their ability to establish authentic connections. This ability to transcend the customer/salesperson role is rooted in your social and emotional intelligence.

The concept of emotional intelligence can be traced back to psychologist Abraham Maslow, although the recognition of its importance is relatively new. A bestselling book in the mid-90s by Daniel Goleman titled Emotional Intelligence – Why it matters more than IQ brought it to wider public attention.

Goleman wrote: “SI (social intelligence) is the ability to successfully build relationships and navigate social environments. Our society puts a huge emphasis on book smarts and IQ, but our relationships affect a much bigger part of our lives. In this post, I want to argue that your social smarts are far more important than your book smarts. And building strong social relationships is worth the effort.”

Today we recognize how social and emotional intelligence (SEI) can help us collaborate with others, better manage stressful situations, and build deeper relationships. 

Travis Bradberry, coauthor of Emotional Intelligence 2.0, notes in an article for Forbes:

“Emotional Intelligence (EI) or Emotional Quotient (EQ) is the strongest predictor of performance.” In Bradberry's studies, “…90% of top performers are high in EQ while just 20% of bottom performers are. In contrast, people with average IQ scores outperform those with higher IQs a majority of the time.”

Some interesting stats about Social and Emotional Intelligence:

• About 58% of job success is attributed to emotional intelligence, according to TalentSmart, a leading provider of emotional intelligence training and assessment.
• TalentSmart also notes that 90% of high performers at the workplace possess high emotional intelligence.
• The World Economic Forum listed emotional intelligence as one of the top 10 skills needed by 2020.
• 75% of Fortune 500 companies use emotional intelligence training and testing.
• 83% of people with high emotional intelligence scores were in the top-ranked job performance group in a study by Johnson and Johnson.
• High emotional intelligence can reduce job burnout by 36%, as per research conducted at the University of Haifa.

Social intelligence in the context of sales refers to the ability to understand and navigate social dynamics effectively to build rapport, establish trust, and influence potential customers. It involves a combination of emotional intelligence, interpersonal skills, and situational awareness.

Sales professionals with high emotional intelligence can recognize and understand their own emotions as well as those of their clients. They can manage their emotions effectively, stay calm under pressure, and empathize with the needs and concerns of potential customers. This allows them to build rapport and establish trust, which are essential for successful sales interactions.

Empathy is a key component of social intelligence in sales. Salespeople who can put themselves in their clients' shoes and understand their perspective are better equipped to address their needs and concerns. Active listening, which involves fully engaging with clients, asking relevant questions, and paraphrasing to show understanding, is crucial for demonstrating empathy and building rapport.

Socially intelligent sales professionals are adaptable and flexible in their approach. They can quickly assess the communication style, preferences, and needs of their clients and adjust their sales strategies accordingly. Whether it's tailoring their pitch, modifying their tone, or changing their communication channel, adaptability is essential for effectively engaging with a diverse range of clients.

Successful salespeople understand the importance of building and nurturing long-term relationships with clients. Social intelligence enables them to cultivate genuine connections based on trust, mutual respect, and understanding. By staying in touch, providing value, and demonstrating ongoing support, sales professionals can strengthen relationships and, in doing so, encourage repeat business and referrals.

Socially intelligent sales professionals are skilled at persuading and influencing others in a positive and ethical manner. They understand the principles of persuasion and can tailor their communication to appeal to their clients' values, motivations, and interests. By presenting compelling arguments, addressing objections, and building consensus, they can guide potential customers towards making informed purchasing decisions.

In sales, conflicts and negotiations are common occurrences. Socially intelligent sales professionals are better equipped to navigate these situations effectively by remaining calm, assertive, and diplomatic. They can identify common ground, find creative solutions, and negotiate win-win outcomes that satisfy both parties involved.

Our IQ is what we’re born with. Good or bad, you pretty much have what you have. Social and emotional intelligence, on the other hand, can be learned and improved. Unlike with IQ, with SI and EQ, there’s the potential for growth. 

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