Podcast: Play in new window | Obtain | Embed
Subscribe: Apple Podcasts | Spotify | Amazon Music | Pandora | iHeartRadio | E mail | RSS
This Gross sales Gravy Podcast episode is a component one among Jeb Blount’s (Digital Promoting) dialog with Diane Helbig (Succeed With out Promoting) about why for enterprise house owners, entrepreneurs, and gross sales professionals success in promoting and enterprise progress actually isn’t about “promoting.” As an alternative, if you deal with fixing issues, that’s when the actual magic occurs.
We wish to hear from you. Tell us what you consider this episode – we love your feedback and questions. Simply ship Jeb a textual content message at 1-706-397-4599 or CLICK HERE TO TEXT.
Ps. You possibly can entry Gross sales Gravy College Right here
Why Did You Select To Write This E-book?
Diane: The ebook known as Succeed With out Promoting: The Extra You Suppose About Promoting The Much less You’ll Promote. I made a decision to write down it as a result of so many salespeople and small enterprise house owners are, in my estimation, behaving badly as a result of they’re so centered on promoting that they’re not getting what they need. They’re not getting the outcomes that they need and it’s irritating.
And so I believed, that is what I train after I do gross sales coaching. What if I might put it right into a ebook and simply inform them every part about gross sales mindset? You already know, what occurs if you do that, however what occurs if you do this, with scripts and, and templates behind the ebook.
If I can simply give them every part, hopefully, a bell will go off of their head and so they’ll begin doing issues in another way and obtain higher outcomes.
So Why Does Being Profitable in Gross sales Have Nothing To Do With Promoting?
Diane: When salespeople are promoting, they’re desirous about themselves. They’re desirous about the truth that they must hit quota, that they must get income, that they must do all of these items. Their mindset is, “I have to persuade you that you simply want what I’ve to promote. I’ve to be eloquent sufficient and say the fitting issues. I’ve to be persuasive.”
They do it at networking occasions, they do it once they’re in a gross sales assembly, they do it on a regular basis. And the reality is that when salespeople behave that manner, they don’t get the sale as a result of they’re not listening. They’re not matching what they must what that individual wants. They’re not listening to what the scenario is.
In order that’s why I say that it’s not about promoting. It’s about fixing, proper? It’s about connecting and ensuring that it’s a superb match as a result of that’s the way you get long-term enterprise relationships that serve your online business for many years.
Gross sales Is Not About Promoting, It’s About Fixing
Jeb: I completely agree with you. Not that way back, I used to be doing coaching out in Oregon and one of many folks in my class was an ex CIA agent. I used to be educating some ideas out of Gross sales EQ round human affect frameworks.
And he grabbed me and mentioned, “What’s the distinction between what you’re educating and what we had been doing as CIA brokers? Primarily, once we had been bringing folks in, we had been utilizing the identical frameworks you’re educating to get folks to show over info or rat out another person. And I mentioned, “The human mind works the way in which the human mind works.”
For instance, in the event you take heed to somebody, it makes them such as you extra. It’s simply how we function. And in the event that they such as you extra and also you take heed to them, they’re extra doubtless to offer you one thing since you made them really feel good. I imply, that’s simply fundamental affect frameworks, however what you mentioned is strictly how I defined it to him.
I mentioned, “In your line of labor, you had been utilizing these affect frameworks to control folks into supplying you with what you needed. And in my line of labor, I assist folks, and I clear up issues.”
“I’m Not The Proper Match For You”
Jeb: The very very last thing I wish to do is promote somebody one thing, or do one thing for somebody that they don’t need or don’t want. And that doesn’t imply that I couldn’t as a result of I’m fairly good at influencing folks and persuading folks. I might actually do this. I might exit and promote issues to folks that they didn’t want, however I by no means do this.
It’s a traditional factor for me and my enterprise to show clients away and say, “We’re the mistaken match for you. You shouldn’t do that since you’re going to spend cash with me and also you’re not going to get the result that you simply want.” And I’ve at all times led with that. And I imagine that folks know there’s sincerity in that. What’s so humorous about it’s if you inform them, “I’m the mistaken match for you,” they begin attempting to determine how one can be a match for them.
Diane: That’s so true! Precisely. I had somebody say to me, as soon as I mentioned, “Hear, I’m not the fitting useful resource for you.” She mentioned, “Effectively, I positive hope you might be as a result of I belief you.” And I mentioned, “Effectively, then you definitely’re going to must belief me after I inform you I’m not the fitting useful resource for you.” It’s precisely what you say. And people folks will refer you to folks since you’re sincere.
Individuals Gravitate In direction of Salespeople Who Don’t Promote
Jeb: Precisely proper. You’re sincere. There’s an area place the place I stay known as C&C Tire, we solely take our automobiles there as a result of we belief Tommy and he’s sincere. If he can’t repair it, he received’t say, “Yeah I can repair it.” And then you definitely spend cash with him. He’ll say this isn’t going to occur right here, let me get you somebody that may do this.
Or in the event you are available in and say, “I want this mounted. Trigger I believe that is the issue.” He’ll say, “Nah, it’s a $2 half. You don’t have this drawback.” And he’s at all times been that manner. If you happen to have a look at his enterprise, there are folks ready in line to get him to work on their automobiles as a result of he’s not attempting to promote you one thing that you simply don’t want.
Diane: And since we’re so used to mechanics promoting us issues we don’t want that, he’s a gem, proper? So the salespeople who don’t promote are those that folks gravitate towards as a result of they know they’re going to be instructed the reality. It’s a complete integrity factor.
And I’ll add one thing to what you had been speaking about, which is if you persuade someone they want what you’ve, it’s a very dangerous relationship. And neither of you prefer it. So why would you do it? You’re going to finish up spending time with somebody that it’s simply tough on a regular basis.
The Gangrene of Enterprise Relationships
Jeb: If I promote you one thing that you simply don’t want and also you notice that I did that, then you definitely resent me. Perhaps you’re a small enterprise. I’ve been on this place earlier than the place I wanted a sale or I wanted to get a deal carried out.
I might decrease my worth, or add on providers with a purpose to persuade somebody that I might assist to do enterprise with me. However down the street, as my enterprise grew, I began resenting that buyer as a result of I felt like they had been benefiting from me.
Resentment results in contempt, which is the gangrene of enterprise relationships. It’s going to rot them out on the core till there’s a degree the place you can not save the connection. There received’t be any referrals, you don’t like one another, and it virtually at all times ends badly.
So when your focus is on fixing reasonably than promoting, you solely clear up issues you possibly can clear up. You clear up the issues you possibly can clear up at a worth level that permits you to present the service that the individual is anticipating you to ship down the street, post-sale.
