Are you a proactive, outcome-oriented consultant or a reactionary information kiosk?
One of the most amazing qualities of successful sales professionals is their ability to proactively guide a customer through the sales process. When I witness this behavior, I consider it beautiful, even majestic. I can see it now: they are “in the moment” with a customer, engaged in communication – and actively considering the alternatives and outcomes before they act or react.
The questions they ask are intentional and they are obviously leading the conversation. The process for the customer is efficient and enjoyable. As a leader, they guide their customer down a straightforward path, removing obstacles and minimizing challenges along the way. They know what the customer’s ultimate goal is as well as the very next step they should take to get there. They listen with interest to their customer with the desire to fully understand. Based on that understanding, they guide their customer forward by telling them what they should do next, why they should do it, and they explain to them what they have to gain by following this advice as well as what they stand to lose if they don’t.
Have you ever seen a martial-arts movie where one of the fighters perceives the fight in slow motion?
They are able to move, dodge, block, and strike with precision. They are much more effective because they have time to consider the alternatives and choose every action and reaction with intention. This is exactly how it feels when you become proactive; when your skills and abilities with outcome orientation begin to develop.
The alternative to this is a reactionary approach. The customer asks questions and we answer those questions. We become a glorified information kiosk. I’ve unfortunately witnessed this type of sales behavior much too often. It’s just a step above a primitive fight or flight scenario. And the scary part is, the more talented and experienced the salesperson is, the more likely they will fall into this trap. Why? Because they are so good at what they do. They don’t have to think about it anymore, they just have to show up and start reacting. These are the folks who defend this methodology by showing me how successful they are. In my mind, it’s a great tragedy.
Can you imagine how much more successful they could be if they approached each day with a proactive plan of attack? If they entered every customer engagement intending to lead their customer through the process in the most efficient and enjoyable manner possible? They would still be able to bring all of their skills, talents, abilities, and experience to the table, but now they would be choreographing the customer’s experience, avoiding obstacles, minimizing potential issues, and loving every minute of it.
The choice is yours, you’re in control. You get to decide how you’ll approach your next customer. Will it be majestically beautiful or tragically primitive?
Hans