What's the biggest stereotype some people have about the "typical salesperson"?
It could very well be the one-dimensional shmoozer depicted in the movies or television many years ago. Pushy. Fast-talking. Fixated on closing the deal. Not always completely honest.
But it's not a stretch to say that stereotypes are often based in reality. Many sellers were – and still are - pushy, fast-talking, fixated on closing the deal, focused only on the contract, etc. But what can we actually learn as sales professionals from the "old school" model?
When you take the time to examine that stereotype, you might realize that there is quite a lot of useful stuff to be found lurking behind it. Relationship-building does matter. Real-time social bonding matters. Introductions from people the buyer or influencer knows and trusts matter. Networking matters. Connection about non-work-related stuff matters.
There's nothing wrong with taking a client out to a ball game or going golfing. There's nothing wrong with focusing on the relationship and deepening it over time with cool activities and interactions. They're just not the entire job description.
The "Data-Driven" Salesperson
Fast-forward to today; what are the most successful salespeople doing now that they weren't doing just a few years ago? What are the best-performing salespeople doing in this era of AI, data analytics, remote selling, and buyer-empowered customer journeys? What best practices are making a difference now that might not even have been on our radar, say, before the pandemic hit?
The fact of the matter is that most effective sellers never imagine they've learned it all. They're open to new platforms and new tactics. They operate in a digital-first landscape, a working world where adopting modern technologies, relentless self-development, and a customer-centric approach are paramount. They leverage advanced CRM systems, massive, constantly updated databases, artificial intelligence, and data analytics expertly – all so they can personalize their approach.
They don't recite generic scripts or send blind email blasts to thousands of people. They use advanced information tools to craft outreach and follow-up messaging that is specifically customized to the individual recipient.
These salespeople understand that today's buyers are barraged by spam and that they have massive amounts of information at their disposal. These salespeople anticipate customer questions and needs, and they deliver tailored responses. And yes, these salespeople build relationships over time. They create, and sustain, contact and engagement via a vast array of digital tools and resources that enable them to engage with prospects across various channels and touchpoints - consistently and seamlessly.
Combining the Two Styles
There is both an "old school" approach to selling and a newer, "data-driven" approach. To succeed as a sales professional, we need to be sure we are both willing and able to use what works from both perspectives.
The "old school" mentality stresses the importance of rapport, connections, influence, and relationships to solve all the problems salespeople might encounter. The "data-first" mentality, on the other hand, runs the risk of turning salespeople into marketers — by minimizing or overlooking entirely the non-negotiable importance of the face-to-face or voice-to-voice connections that launch and sustain all our important relationships.
Here's the takeaway. When it comes to interacting effectively with the large (and growing) cast of characters who influence buying decisions within a buying organization, today's most productive sales performers harness both the power of data and the power of personal connections. They connect the dots, using innovative tools to invest both time and effort in building rapport, nurturing relationships over time, and earning the trust, goodwill, and loyalty of their clients. They use the best of the "old school" and the best of the "data-driven" school.
How, then, would you characterize your typical approach to selling and business development?
