Ask the Coach: What should I focus on, relationships or information?

Posted on May 12, 2008 by Karl Goldfield.
Categories: Ask the Coach.

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Some people make a sale based on the rapport they built with the buyer and others sale based on their knowledge, ability to meet the buyers needs and merits of the product. It may vary depending on the industry, but I ask to understand which should I focus on in a sales interview for a job. Expertise or “making friends”?

Question:

Paige Dumoulin asks, which of these two approaches are more likely to close a sale?
Relationships or Information

I was not sure what she meant, so I asked her to elaborate; she replied:

It may vary depending on the industry, but I ask to understand which should I focus on in a sales interview for a job. Expertise or “making friends”?

And this:

It may vary depending on the industry, but I ask to understand which should I focus on in a sales interview for a job. Expertise or “making friends”?

Answer:

This is an interesting question, as it brings up an argument that shapes many a sales team and methodologies. While many people can get by in sales on one or the other, to be in the top 10% and a true overachiever you must possess both qualities.

The classic artists will tell you, that people by from those they like. The modernists will explain that if you are not seen as a trusted advisor, you will never get in the door. Guess what…they are both right. Buyers tend to be driven by two things, their perceived needs, and their comfort. An easier way to explain it is trust and fear. If they like you, they are at ease and can will both share and listen. If they think of you as an asset they will pay for your services. Some may lean one way or another but the greats have both skills and know how to use them.

If you are looking for help in an interview, I would suggest the hard to control, being a likable person and the manageable, research the company and their target audience. Prepare for an interview like you would a sales call.

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3 comments.

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Skip Anderson

Comment on May 21st, 2008.

Karl, you’re right on with your assessment of customers wanting to fill their perceived needs, and their comfort level. When a salesperson focuses on one of these and not the other they’re limiting their sales effectiveness.

I also appreciate that you use the term “perceived” needs. If the prospect doesn’t perceive something as their need, it’s simply not a need, yet some salespeople spend lots of effort presenting to this blind need.

Sometimes I hear salespeople talk about needs from their viewpoint and not the prospect’s. If the salesperson is the only one that sees a particular need (and it’s blind to the prospect), then we can’t legitimately call that a need.

Karl Goldfield

Comment on May 21st, 2008.

Skip,

Well stated. Perception is one’s reality. If the do not see it, it simply is not there.

Karl

Ian Brodie

Comment on May 22nd, 2008.

Interesting question Karl – and I think you’re right – your really need both.

At the end of the day, customers need to trust you before they buy anythig significant. I’ve fund that their trust can be because of a variety of reasons.

In our consulting profession, clients will often trust someone who has “been there and done it before” in terms of their own role. An ex CEO or senior executive for example. They see them as someone who has done what they’re doing, and are willing to listen to their advice.

They’ll also listen to someone who is an proven expert in the field they have a problem in; or who has a track record of successfully delivering thesort of project’s they’re contemplating.

In the UK, there’s still a lingering level of trust for someon who “looks and sounds” like you do. Someone with the same accent, who went to the same school, who socialises in the same networks. But that only gives a starting point. It’s gets you going, but you still have to prove your credibility.

And as for likeability – it’s a great way to start a relationship, it gives you a head start, and if you haven’t got taht ability to build rapport, all your expertise and experience may end up not being heard.

So in short it’s just like you said – the real top guns have both.

Ian