Comfortably Uncomfortable

Listen up everybody, if you want to be in sales people have to like you. People buy from people they like and respect. Typically, a great salesman has the ability to captivate an audience with a story and garner the status “life of the party” wherever they go. This is because a good salesman has become comfortable in uncomfortable situations. They understand that in that brief moment of uncomfort that prosperity will soon come (prosperity does not alway mean money). Being comfortably uncomfortably is a trait that people are drawn to it demonstrates a level of confidence that very few people have. Nobody likes a pushy salesman but everybody loves a good listener with a relatable story.

Sales is one of the most difficult professions to be successful and one of the very few where your performance is tied into your pay on a daily basis. However, according to CNBC sales is one of the top 20 best paying jobs with average mean salary of $140,320 right behind that of a lawyer. One of the reasons it is such a tough profession is because you have to prove yourself and your product. You have about 30 seconds or less at the beginning of a meeting to build a rapport with someone then if that is successful you have about 5 minutes to demonstrate how you can make them more money or you are out.

We do this by making small talk, if it is an in person meeting be sure to comment on something in their office, find common ground. This does not mean that if your buyer likes to hunt in their free time that you have to be the worlds greatest hunter, you just need enough to get the buyer talking. When the buyer is talking you are doing something right… within reason.

For example, if I walk into my buyers office and he has six taxidermies on the wall, I may say something like “Some nice animals you have on the wall there, I myself have a 30/30 in the gun rack at home”. Just find common ground. If you can get the buyer talking about something they are passionate about, they will like you. Everybody is 99% interested in what they have to say and 1% interested in what you have to say. You just have to make sure that you capitalize on the 1% that you get to say, make it worth while. Read Johnny, your 8 year old buyer for more information on the 1%.

If you are unable to meet with the buyer in person and are tasked with a phone meeting, there are a couple avenues that I recommend. The first one is to do as much research as you possibly can. I was recently in a meeting, admittedly that I was unprepared for, luckily my business partner had done his homework. As we got to the ending questions, the dreaded trial close, the buyer began to backtrack and showed signs of hesitation. He expressed that he had recently been furloughed by his biggest contract due to Covid – 19 and wanted to wait to hire us until the contract was active again. My partner quickly was able to reference, based on his research, what he thought would be our buyers biggest contract (based on his website). Once the company named was mentioned the whole demeanor of the ending remarks changed as he respected where we were coming from. We ended up signing the deal. It is all about relationships and trust, the customer has to like you or they will not do business with you. You will be surprised how big a customers wallet opens when they like and trust you.

The second recommendation for an over the phone meeting is to bring up something that affects everybody; sports, weather, holiday, Corona, etc. This allows for instant common ground, not nearly as affective as personal common ground but effective nonetheless. Often times generic small talk can lead to personal common ground if you can ask the right questions.

All of these aspects are important for every meeting that you go into whether in person or over the phone. Just remember that the product is less important than the relationship, find common ground and be likable. If the buyer does not like you then you’re not going to be able to sell them anything. People buy from people they like and remember nobody likes to be sold but everybody likes to buy something.

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