Selfless Selling
The other night, I heard a knock at the door. I answered to find a young man with an agenda. Although I was not interested in donating money to an alternative art school in Des Moines, I couldn’t help but appreciate this guy’s delivery
He engaged me asking questions about my artistic passion and informing me of opportunities to contribute creatively; only then did he solicit me for a donation.
No money was exchanged, but I listened to his entire spiel because of his approach.
A recent post on Landing the Deal reminded me of this encounter. It discusses Chief Sales Officer Jill Konrath’s take on the detriment of being ‘over-zealous sales guy.'
As a rule people despise being sold.
“Whether you want to or not, you always communicate your intent. Prospective buyers sense it instantaneously and react accordingly. If they feel you have their best interests in mind, they're attracted to you. Conversely, they're repelled by any behavior that smacks of self-serving intentions.”
Some advice on selling a la Jill Konrath: Change your question, change your language, and change your role.
Your question. Regardless how much you need a sale, go into a meeting with a prospect asking—How can my product serve them? –How can I improve their situation?
Simply asking those questions instead of –How can I complete this transaction?—will change your behavior and put your prospect at ease.
Your language. When customers’ needs are at the forefront, you shouldn’t begin by discussing your product, but rather compel them to divulge their concerns, wants and worries. Sounds a little schmaltzy; but once you have them figured out, you can create a pitch that fits.
Your role. So yeah, you’re an insurance agent. But you have many roles—buddy, parent, co-worker, Lost fanatic. So when you attempt to make a sale, don’t think of yourself as a seller.
“Sales is the outcome of what you do, but it is not your purpose.”
Although you obviously sell insurance, remember that you offer a service to those you insure. You are knowledgeable in a complicated field; you’re not only selling a policy, but the security that goes along with it.
Read the entire post.
Comments
This is a fantastic article that really hits the nail on the head. The approach mentioned of showing a real interest in the prospect and helping them is what I think applies to every industry, not just the life insurance one. Speaking of my industry though, I bet if sales people took this approach more often, a lot of life insurance leads would become paying clients!
Posted by: Michaela Roberts | January 11, 2007 09:26 PM
Seems these pointers work for life too, not just sales. We might have more friends too if we follow your advice. Thanks!
Posted by: lori reed | January 12, 2007 10:28 AM
Thanks for your comments. I like the strategy because I think it could work in all types of sales scenarios. (And in our daily interations with one another.) Connecting with someone on a human level with genuine interest and respect usually has positive results across the board.
Posted by: Maribeth | January 12, 2007 10:36 AM
What an easy article to read and take in. Always take yourself where you go and what you do of course. The simple is always the hardest but has the most meaning.
Susan Anderson
Posted by: Anonymous | January 12, 2007 10:51 AM
maribeth,
I always listen to spiels too, to see what sort of training the young folks are getting these days. My favorite to date was from my college alumni department looking for even more money... I was thinking of the best way to end the call when the girl on the phone explained that she was a scholarship student. And that these donations paid for her room and allowed her opportunities she'd never have had otherwise. Before I knew what hit me, I was asking if they take Amex!
Posted by: Lisa | January 12, 2007 12:16 PM
I worked for my own college's alumni association soliciting donations. I had many unsuccessful cold calls until one day I totally hit it off with this woman. We were both journalism majors and chatted for half an hour about her job and my classes. She was my first "sale." And I'm pretty sure she just gave b/c she felt like we bonded.
Posted by: maribeth | January 12, 2007 03:03 PM
When I was in telemarketing, I remember hitting my sales stride when I figured out that having a conversation with the prospect (addressing their desires, needs and concerns) was central to building rapport.
Rapport led to trust, and often times that trust was enough for the prospect to buy from a complete stranger. Pretty interesting psychology, really.
Great post first post, Maribeth!
Posted by: Megan Mahan | January 15, 2007 08:51 AM