Forging genuine human connections. That is the ultimate key to success in sales.
On their face, sales initiatives appear to center on transactions designed to bring in new orders for your company. But treating people like a means to an end is a surefire way to encourage them to take their business elsewhere.
Instead, effective sales prioritize authentic connections in which customers feel heard, seen, understood and valued. Here, I explain how focusing on these human connections can boost sales.
The Hard Sell Is Counterproductive
Today’s consumers tend to respond negatively to the hard sell. Many people even try to avoid talking to salespeople because they fear these tactics. According to one study, 44% of B2B prospects don’t enjoy meeting with salespeople because “they have their own agenda and I can feel pressured.”
It’s important to avoid coming on too strong. In my experience, building rapport, listening to the prospect’s needs, and demonstrating you understand is more effective.
Similarly, sales reps must stop relying on canned sales pitches. Throw the rigid script away! People don’t like feeling talked at. Many also delete any email that looks like it could be a sales pitch. That’s why initial contacts should enter the no-product zone.
Instead, prospective customers want to feel listened to. Their time is valuable, so when you have it, make sure to initiate a real conversation that focuses on them and their needs.
Listen More, Talk Less
Every salesperson already knows they should listen to prospective customers, but the problem is listening is easier said than done. Many people only go through the motions of listening, nodding their heads, and refraining from interrupting. Meanwhile, they’re actually thinking through the arguments they plan to advance the next chance they get to speak for themselves. This is not real listening.
Active listening is the practice of becoming present, stopping the chatter in your own skull, and opening your ears to what your interlocutor is saying. It is an advanced skill that goes far beyond mere hearing. Active listening entails stepping away from your own preconceptions. It means formulating your own response only after the other person has stopped speaking, which requires you to trust yourself to communicate in the moment, rather than falling back on anything you may have rehearsed.
By listening actively, you can tailor your sales messages more effectively for the particular individual. When you understand the individual’s pain points, you can position yourself as a problem solver. The ways your product or service can make their lives better present compelling reasons for them to place an order.
Yes, this approach tends to take longer, but if you have a clear value proposition that can actually help the customer, they will probably want to give your product or service a try. As one recent study has found, just using active listening boosts sales by eight percent.
Communicate the Right Way
While much of the magic of effective sales happens during the follow-up phase, don’t underestimate the power of cold emailing for lead generation. When this technology is used judiciously, it gives you a direct channel to key decision makers worldwide.
It’s also a cost-effective way to mobilize your resources. Today’s AI can alleviate much of the work involved, pinpointing the most promising targets and suggesting customized appeals based on their data.
Due to technological advances like these, emails can now be personalized like never before. Recipients feel like they are getting a message from a real person who has taken the time to research them. When combined with compelling subject lines, clear value propositions, and reasonable calls to action, these emails can be a great way of getting sales calls booked on your calendar.
What’s more, the return on investment of emailing strategies is readily quantifiable. You will be able to see what percentage of recipients opened any given message, as well as other metrics for engagement, meaning you’ll be able to learn what works best for you and improve your pitches over time.
Communicate at the Right Time
In my experience, it can be difficult to strike the right balance between contacting prospective customers too much and not enough. Send them too many messages, and they can feel overwhelmed. Send them too few, and they might worry you are ghosting them.
The trick is to follow up like a friend by maintaining consistent communication with regular check-ins. This demonstrates that you care, gives the customer confidence that they’ll hear from you again soon, and gives them space to make decisions in the meantime.
Turning Prospects Into Customers
To improve sales, get out of your own head and into that of your prospective customers. This can be done best by building real relationships. Toward that end, active listening, customized messages, and skillful communication are key. People who feel understood and appreciated turn into customers; customers turn into success for your company.
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