Show what you Know to Get to the First Row

Some salespeople are very creative in nudging customers to like them and be top of mind just in case their competitors drop the ball. Many companies have their own gift stores so that sales execs can leave ‘Goodies’ like calendars, mouse pads and mugs with prospects. This makes total sense: When things go wrong, and customers get upset and fed up with the competitor’s performance, you want to make sure that your business card is in their top drawer to make that call to you for help.

Does it still work this way? Yes and no. Yes, because people still buy from people they like. But from a buyer’s perspective, considering their complex and highly competitive world, will they make a rushed decision to change based on who they like?

Or do they consider other criteria when they look at all the sales reps’ business cards in their top drawer? What is nowadays the best way to get to the first row?

Hugs and Kisses

This quest reminds me of a plaque that hangs on the wall in our kitchen. We put it there a while ago:

I like hugs and kisses, but what I really love is help with the dishes.

In other words, yeah, it’s nice to hear someone say that they love you, but helping someone with their everyday challenges is even more appreciated.

It’s the same in business. Sure, branded keychains, cooler bags and umbrellas are nice, but you will achieve greater customer mindshare when you show you care about their growth and profits. The best way to express that is to show you understand their challenges and offer concrete ways to help. It’s the difference between hugs and kisses or doing the dishes.

Earn the right to collaborate.

But help is not always immediately appreciated. Many customers are sceptical about salespeople’s intent. How do you overcome this?

In real life, we accept help from people we trust. In business conversations, you need to earn the right to collaborate. Working on your credibility early in the conversation makes sense. Using a different method of giving will raise your credibility.

Show-Verify-Ask technique

Instead of the goodie bags, show empathy. There is a method for that. It’s called the Show-Verify-Ask technique. Show that you have done your homework and understand their situation and challenges. Verify your understanding and ask a strategic question linked to the insight you want to share. Give them data, articles, and stories that will help them make sense of the overwhelming information they access every day. Help them see what is important and what is noise. By doing so, you initiate a conversation about their agenda, not yours.