The most underrated skill of selling

There is no shortage of helpful tips out there about selling.

My job is to bring the most relevant and result-producing information to my clients to keep them dominating their market instead of competing in it. I’ve been coaching salespeople for nearly 20 years now and the biggest mistake I see out there is the lack of connecting between the salesperson and the client.

When you connect with someone, the entire process moves forward benefitting both parties. Where no connection exists, no sale exists therefore the opportunity to help that client ceases to exist.

As far as I’m concerned, connecting is the most underrated skill in selling. I see plenty of stuff out there touting needs analysis, listening for buying signals, “read the client”, etc. but none of this matters if there is no connection first.

Here are some questions you can use to gauge how well you are connecting with clients:

  • What’s your client’s favorite hobby?
  • What’s their favorite food?
  • Where’s their favorite vacation spot?
  • How many kids do they have?
  • Are they animal lovers?
  • Favorite sport?
  • Favorite dessert?

Computers and robots can’t connect with people. Technology provides the platforms for communication but not for connecting on a human level. We need technology for a multitude of tasks that push us into the future, but when it comes to selling, technology simply can’t produce that human emotion that we all need and crave…that feeling that someone else “gets us” and understands us. Make connecting your main mission and you’ll see that sales will follow quickly and your relationships with your clients will be strong for many years to come.

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