HOW NOT TO SELL STUFF
Several times over the course of the past couple weeks, I've received emails from various individuals that went like this:
Hello, Sarah.
This is [insert name of person I've never met]. I'm writing you to offer you [a product/service I have no interest in and no need for] for your business [incorrect name of my business]. Did you know that by purchasing [product/service I have no interest in and no need for] that you can [insert big claim about product/service]? Please let me know what times you are available to discuss in the next week.
Sincerely,
[Name of person I've never met].
Now, I know that this is an all-too-common sales template. I understand that these people may be facing tremendous pressure to meet sales goals. I acknowledge that these emails may feel like the most efficient way to reach a large number of people.
However, I would like to propose that there is a (much) better way. This better way involves curiosity and connection.
I will never forget an evening several years ago at a networking event, when a woman who owned a cleaning business was speed walking throughout the room, (literally) throwing her business cards at anyone within a foot of her. While I don't remember her name, I remember her purple business card, which I'd had thrust into my hand. No hello, no "how are you?," no "how's your evening going?" Just a drive-by business card drop. It was ridiculous and amusing at best; rude and off-putting at worst.
The emails above are a virtual version of this drive-by business card drop. No connection or relationship building. No curiosity about who I am or what my business needs might be. No questions to learn more about what I do or where I'm facing challenges. No research that would have allowed these people to accurately type the name of my business.
As you can likely imagine, I will not be meeting with these individuals anytime soon (ever) to discuss these products. Instead, I will continue to work with vendors who are partners, who build relationships, who ask questions, and who connect on a human level.
These are the ingredients that, in my opinion, make the special sauce when it comes to sales.
Authenticity
Connection
Relationship First
Service over Sales
Ask "how can I be of service" instead of "what can I sell you?" And mean it.
Ask "how can I help you?" instead of "how can I sell you you?" And mean it.
Curiosity
Ask open-ended questions that begin with "what" or "how."
Ask, "what challenges are you currently facing?"
Ask, "is there anyone that I can help to connect you with?"
