People won’t care about what you have to say until they know you care

Why are some salespeople successful while others struggle?

 

Why do some salespeople have such a hit and miss conversion rate?

This may be unpopular, because it’s something that leaders and employers have absolutely no control over when it comes to their salespeople: it’s the care factor. 

You can have the most experienced team, a highly skilled, hard-working sales team.  You may have an incredible offer that stands alone.  These things will ONLY TAKE YOU SO FAR.  Without salespeople having a genuine desire to discover, a genuine curiosity to understand the customer’s viewpoint and what drives them, there is limited connection.  And without connection, it’s virtually impossible to engender trust let alone likeability.

Some people think that selling is all about having the best product, the best marketing. That sales are made by having the slickest presentation, or having salespeople that can talk underwater.  Others believe it’s about having the lowest price, the most competitive offer. 

No one could argue these things don’t matter because they do.  But in people to people selling environments, the care factor is critical.  You can’t fake it.  You can try, but as humans we sense fakery and disingenuity.  We can smell it a mile away and our natural response is to create distance.  It’s almost instinctive.  Primal.  We won’t even know we’re doing it.

When salespeople care, they connect more deeply.  An important place from which to start any relationship.  After that, what you have to say or offer will be truly heard and considered. 

Skill, technique, offer etc will play a role.  But care is something you can’t teach, and you can’t force.  We know it as customers: the offer is good, but we just can’t shake that doubt….something real was missing.  It’s hard to trust someone who doesn’t care.  And even if the offer seems to outweigh that feeling and we go ahead anyway, buyer’s remorse will creep in. 

I’ve seen a lot of salespeople, sales leaders and customer service people in my lifetime.  As someone who works closely with them in the performance space, I calculate that I’ve worked with hundreds (at least) over the last 25 years.  My experience is that the best salespeople genuinely care about other people.

Think about this when recruiting your next sales leader or customer facing team member.  Build it into your interview plan.  What do their previous colleagues have to say about them?  How do their customers speak of them?  What about those they led?   Listen carefully.

 

People won’t care about what you have to say, until they know you care.

View our other posts

Making the shift from Knowing, Doing to Being

I’m not interested in what you know, how long you’ve known it for or even how much you know.  I am happy that you know it.    Experience shows me though that it’s not knowledge that changes things, it’s the application of that knowledge.  We can know a lot of...

Choose Enthusiasm

Joy!….What is it good for….absolutely everything!  Say it again!   Customer service people, sales people, leaders of people….those of us who work with others to achieve an outcome understands the power of enthusiasm.  Of bringing joy to a situation.  It’s...

Are you successful in spite of yourself?

Success.  Achievement.  Getting results.   In sales and in sales leadership, there’s a measure of success: improvement in sales, improvement in margin, increase in average transaction value, reduction in sales cycles…So when targets across these measures are...

2021 Starts Now

Victorian sales teams: if you’re waiting for the end of lockdown until you can get back out there in person to see your prospects and customers, stop waiting!  The time was 2 months ago.  Act now.   I say this because it’s like we’ve been wading through treacle...

Unexpected lessons from COVID

One of the things I drive and encourage in my client work is a practice of review and reflection.    It encourages and promotes a greater level of self awareness, learnings to take forward into future situations and link new concepts to existing knowledge.  It...

Why Connection means more now than ever

A big part of my business is facilitating workshops with sales teams and their leaders….these days, all of these are on Zoom.    One of the things that initially worried me was how well I’d be able to connect with the participants as I’m not able to physically...

Hibernation

I’m a Victorian.   Just as we faced the end of stage 4 of lockdown there’s no real end in sight…we’re all just hoping we can have a “normal” Christmas.   Now I know it can seem that the weeks are kind of flying by on one hand, but I think it’s because one...

Output over Optics

Remote workforces are here to stay.    While in many ways we’ve never been so “unseen” the essence of the value we bring to others has never been more exposed than it is right now.  Poor sales approaches, poor leaders, poor company values, poor work practices….ta...

From What if to Even if – A practice of positive action

Things are tough right now.   Regardless of where you live, the impact of the decision for Victoria to effectively close up shop will be felt by us all.  It’s just a matter of degrees.  Victorians will of course feel it more acutely. It is human to be despondent...

WIIFT?

No it’s not a typo.    We’re so used to seeing WIIFM that it makes sense that over time perhaps we’ve taken that on at an extreme level.  In business, it can mean transactional relationships that only exist to get something from someone else, and in society,...