In B2B sales, seller success hinges on a variety of skills. While opportunity management – prospecting, needs discovery, solution crafting, presenting and negotiation – often dominates sales training, one critical skill set is frequently overlooked: the ability to succeed with people through relationships, conversations and influence.
Just as golfers strategically navigate each hole, successful B2B sales professionals intentionally build relationships, provide insights and guide buyers through complex decisions. These interpersonal skills – connecting, influencing and building lasting relationships – are true game-changers, transforming good players into champions and standard reps into top performers.
Here’s the encouraging part: like golf skills, these abilities can be learned, practiced and refined over time. With dedication and the right approach, you can significantly improve in this critical area.
In this article, I’ll share strategies top performers use to excel in people interactions and how your sales team can incorporate them to drive success. While other skills remain essential, mastering this aspect could be the key to elevating performance to the next level.
1. Influence: Educate Buyers with New Ideas
Gone are the days when buyers want information about your product. Today, they’re looking for insights and fresh perspectives. In fact, 64% of buyers say a seller’s ability to educate them on new ideas influences their purchasing decision. To stand out:
Come to the table with research and insights.
Do your homework on the buyer’s industry and company. For example, if you’re selling software to a retail company, research current trends in retail technology and how they impact businesses like your prospects.
Use tools like industry reports, competitor analysis and market data to support your insights. Share relevant statistics or case studies demonstrating how similar businesses have tackled challenges or capitalized on opportunities.
To kickstart meaningful discussions, present this information in a concise, easy-to-digest format, such as a brief slide deck or a one-page summary.
Go beyond your buyer’s stated needs.
Listen carefully to what the buyer says they need and read between the lines to identify underlying issues or opportunities they might not have considered. For instance, if a buyer needs a faster CRM system, dig deeper. Perhaps they really need a way to improve customer retention or streamline their sales process.
Prepare questions that challenge their thinking, like “Have you considered how this change might impact your customer service team?” or “What if we could not only speed up your CRM but also increase your conversion rates?”
Guide buyers out of their comfort zones.
Present innovative solutions or approaches that the buyer might not have considered. This could involve introducing new technologies, suggesting process changes, or proposing unconventional strategies.
Use “what if” scenarios to help buyers envision possibilities beyond their current situation. For example, “What if you could predict customer churn before it happens?” or “What if your sales team could spend 50% less time on administrative tasks?”
Share success stories of other clients who took a leap and saw significant results. Be prepared with specific examples and data to back up your claims.
By implementing these strategies, you position yourself as a valuable advisor rather than just another salesperson. You’re not only selling a product or service but offering expertise and insights that can impact the buyer’s business. This approach can significantly differentiate you from competitors and increase your chances of closing deals.
2. Relationships: Be a Valuable Resource
Top-performing sellers don’t disappear after the sale. They continue to be a resource for their buyers, fostering long-term relationships. These top performers are 88% more likely to inspire buyers to seek advice. To become a go-to resource:
Deliver value throughout the selling process.
Share relevant industry reports, whitepapers, or case studies that address your buyer’s specific challenges or goals, even if they don’t directly relate to your product.
Offer free webinars or workshops on topics of interest to your buyers. For example, if you sell marketing software, you might host a webinar on “Emerging Digital Marketing Trends for 2024.”
Connect buyers with other experts in your network who can offer additional insights or perspectives on their challenges.
Be responsive to your buyers’ needs and questions.
Use multiple communication channels such as email, phone, and chat to ensure buyers can reach you in their preferred way.
Anticipate potential questions or issues and proactively reach out with information or solutions. For example, if you know a software update is coming, contact your buyers in advance with details and offer to walk them through the changes.
When you don’t have an immediate answer, acknowledge the question quickly and provide a timeline for when you’ll have more information.
Stay engaged with buyers after the initial sale.
Implement a structured follow-up schedule. For instance, check in 30, 60, and 90 days after the sale, then quarterly.
During these check-ins, focus on the buyer’s evolving needs and challenges rather than just discussing your product. Ask questions like, “What new initiatives is your team working on?” or “How have your priorities shifted since we last spoke?”
Offer periodic “health checks” or review sessions to ensure customers are getting the most value from your product or service. These sessions can also identify new opportunities to add value.
By consistently implementing these strategies, you position yourself as more than just a vendor – you become a trusted advisor. This approach leads to higher customer satisfaction and retention and opens doors for upselling, cross-selling and referrals.
3. Relationships: Develop Genuine Rapport
Building rapport isn’t about forced small talk or insincere flattery. It’s a skill that can be developed and honed over time. Top-performing sellers excel at building long-term, value-based relationships, connecting personally, and presenting themselves professionally. To improve your rapport-building skills:
Stay authentic and consistent in your interactions.
Share appropriate personal anecdotes or experiences that relate to the conversation. For instance, if you’re discussing work-life balance solutions, you might share how your company’s policies have positively affected your life.
Be honest about your product’s capabilities and limitations. If there’s something your solution can’t do, admit it upfront. This builds trust and shows integrity.
Follow through on your commitments, no matter how small. If you say you’ll send an email by the day’s end, ensure you do it.
Listen actively to understand your buyer’s needs and perspectives.
Use open-ended questions to encourage buyers to share more. For example, instead of asking, “Do you need a new CRM?” ask, “What challenges are you facing with your current CRM?”
Summarize and paraphrase what you’ve heard to ensure understanding. “If I’m hearing you correctly, your main concern is…”
Take notes during conversations and refer to them in future interactions. This shows you value what the buyer says and helps you remember important details.
Be in tune with your buyer’s communication style and preferences.
Observe and adapt to your buyer’s pace and style. If they’re quick and to the point, match that energy. Slow down and provide a more comprehensive response if they’re more deliberate and detailed.
Pay attention to their preferred communication channels. Some buyers prefer email for its record-keeping ability, while others value the personal touch of a phone call or face-to-face meeting.
Ask directly about their preferences. “How do you prefer to receive updates?” or “What’s the best way to schedule our next meeting?”
Developing genuine rapport is about creating a comfortable, trusting relationship where both parties feel valued and understood. It does not happen overnight but rather through consistent, authentic interactions over time. Remember, people often buy from people they like and trust, so investing in rapport-building can significantly impact your success.
4. Conversations: Tell a Convincing Story
Your ability to craft and communicate a convincing story can make or break a deal. But the real test of your story isn’t just how well you tell it, it’s how well your buyer can retell it. Your success depends on how well you’ve equipped your buyer to champion your solution, even when you’re not in the room.
Craft your story by answering four essential questions:
“Why act?” and “Why now?” Answering these resonance questions makes the case for why moving forward is important and urgent. They help you articulate the pressing need or opportunity that your solution addresses.
“Why us?” covers differentiation. This is where you make the case for why your solution is the best choice among available options. It’s your opportunity to highlight your unique selling points and competitive advantages.
“Why trust?” focuses on substantiation. Here, you build the case for why the buyer should believe in you, your offering, your company, and your ability to deliver the promised results. This might include case studies, testimonials, or your track record of success.
By thoroughly answering these questions, you ensure that you cover all the bases: the need for change, the urgency of action, your competitive edge, and your credibility. Doing so helps buyers champion you and your solution.
5. Conversations: Stand Out in Three Ways
To truly stand out, focus on the three areas of your value proposition:
- Resonate: Communicate a strong ROI and value case that speaks directly to your buyer’s needs and goals.
- Substantiate: Demonstrate past successes and inspire confidence in your ability to deliver results.
- Differentiate: Clearly articulate what sets you apart from competitors or alternative solutions.
Top-performing sellers are 55% more likely to excel at making a compelling differentiation case.
In B2B sales, succeeding with people can be a true game-changer. You can elevate your sales performance by educating buyers, being a valuable resource, developing genuine rapport, telling a compelling story, and differentiating yourself effectively.
These interpersonal skills can be learned and refined over time. As you implement these strategies, you’ll close more deals and build lasting partnerships based on trust and mutual value. Mastering these people skills could be the key to taking your sales career to the next level.
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