One of the biggest challenges in sales is dealing with a bad reputation – the typical salesman is seen as some one greedy, manipulative and only out for money, though the opposite is true. The people I’ve met so far who work in sales are, with some exceptions, self-less, curious people. While I’d love to say that the stereotypes we have to combat are unfounded they are based on outdated techniques that sales people use to this day – a lot of sales people still come off as pushy, don’t offer enough value and are too focused on their own metrics as opposed to behaving in a prospect/customer-centric way.
Overall, salespeople are often ranked relatively low in terms of trustworthiness compared to other professions, such as doctors, teachers, and firefighters. One survey conducted by HubSpot in 2020 found that only 3% of respondents said they trusted salespeople, compared to 32% who trusted doctors and 16% who trusted teachers. Another survey conducted by Edelman in 2021 found that only 18% of respondents trusted salespeople to do what is right, while 70% trusted scientists and 62% trusted medical doctors.
The reason why these pushy and aggressives techniques are outdated is that we live in a new environment where the power dynamic has shifted from the seller to the buyer. In the old days, the buyer had all the information available for purchase and could control the conversation. Before the internet, buyers had less access to information and to do research on what other suppliers might offer a better deal. Nowadays, by the time the first conversation takes place, the prospect has already done his own research, and might know more about other suppliers than the seller himself. We have to deal with prospects in a much more abundant and competitive market place, for most software solutions.
On multiple occasions, I have observed how negative stereotypes prevent me from getting further in the conversation with prospects. People will try to end the conversation as quickly as possible thinking “Oh God, not another over-zelous salesman trying to sell me something I don’t need.” The reason this thought comes up is that typically sales people focus on their own “selling-psychology” instead of thinking about “buyer psychology.” For bigger, complex B2B solutions, selling needs to make way for prodiging value. What does providing value mean? Instead of pitching your product, you need to find a way to peak the prospects interest with insights that are relevant to them.
Another way to counter stereotypes is to make the prospect perceive you more like a business partner or consultant rather than a salesman. Speaking in your natural, authentic voice rather than in the typical commercial voice that sounds sleazy will separate you from other salesman. What if you received a call from the stranger? You would want them to sound calm, easy-going and friendly. What the prospect wants should be on the top of your agenda–mirroring their tone and use of vocabulary can be effective in making the prospect like you more.
The most important thing to keep in mind is that some prospects have already made up their mind within the first seconds of the call, so a great first impression can go miles and moving the sale along. Prioritising the buyer above selfishly focusing on your own KPIs can go along way in changing the tonality and atmosphere of the calls you make.