Executive decision makers buy from teammates not vendors
I bought my first brand new car when I was 19 years old. I was working three summer jobs, which included playing in a band, and I needed a hatch back to carry my gear. Two days after driving the car off the lot the radio stopped working. I drove back to the dealership and approached the sales person who sold me the car. He stuck out his hand and said, “Which car can I help you buy?” He did not remember me and after telling him my problem he asked, “Are you sure you bought the car here?”
Are you feeling your gut wrenching because you have had a similar experience? Unfortunately, most of us have been here. Imagine that this is not a few thousand dollar personal purchase but instead a few million-dollar, business purchase, made on behalf of your employer. Even worse, imagine that you own the company. How does your stomach feel now?
Executive decision makers only buy from people and companies who are certain to be there “when” the unexpected happens. They are not just buying a product or service. They are buying a teammate.
How do we know when we are a teammate?
Coffees, lunches and social events are nice but they do not mean you are part of the team. You are a teammate when you earn the opportunity to weigh in on decisions that do not directly affect your sales. When the customer considers you an advisor rather than just someone who wants to sell something, you are a teammate. To get here you must proactively provide the help with no expectation of reciprocation. Incredibly successful sales people are addicted to helping others so this behavior becomes instinctive over time.
I have had multiple opportunities to contribute to my customer’s business in ways that did not directly affect my sales to them. Examples:
- I participated in multiple interview loops for sales and marketing candidates.
- I had multiple instances where I reviewed remote sales operations because I had more experience in certain parts of the world than the customer’s headquarter team.
- I acted as a secret shopper for multiple customers.
- I gave proactive feedback on customer’s retail displays even when they do not include my software or services.
- I am currently a member of advisory boards for past customers.
Becoming a teammate is true consultative selling because your advice becomes part of the value you represent. When it comes time to buy customers will more readily buy from a teammate than a vendor. Be a teammate, not a vendor.
©2014 Rick Wong – The Five Abilities® LLC