There is a real difference between people who have technical mindset and those who have a business mindset. It is rare to discover somebody who is a fusion of both simple because they are two enormous skill sets which require a large degree of talent to possess. Often, an organisation will employ masses of people who are good at one or the other to get the best out of them. It is worth bearing in mind that, despite you being business-minded as a sales person, the lady or gent on the other end of the phone might be of the more technical persuasion. It is incredibly important to have this information before you begin your dialogue or your presentation because it should have an impact on the way you pitch.
You can often understand a person’s mindset from their job title because it indicates how they spend their day at work – are they involved in business activities or are they in the technical side of the organisation? If you want to dig a little deeper to gain more insight into the mentality of your contact then the power of LinkedIn is at your mercy. After assessing their background and profile, you should be able to craft a plan to target the specific points which would interest that person and keep them engaged throughout the conversation. You can make adjustments to pace, tone, diction and even formality simply based on having the right information before you go into battle. Being equipped with knowledge of your leads, is a sure way to get the relationship off to a good start.
Empathy before Emphasis
To empathise is to understand somebody’s thoughts and feelings. Emphasis is highlighting particular points so that they stick. How many times have you seen sales people enter a pitch with a strategy set in stone which ultimately leads them to emphasise points which are uninteresting to the recipient of the presentation? A sales person must be fluid and flexible, ready to adapt like a chess player in a fast moving game.
The new starters in a sales team need to be massaged into this behaviour and this can take some time but once it’s embedded in their sales approach, it will pay dividends. A crucial part of ensuring sales people adopt this method of empathising before emphasising is listening into their calls or being present during their pitches in their early days in your sales team. After the call or the presentation, you can offer a perspective which they may have never seen and you can teach them to rapidly analyse who the person in front of them is and what is the best way to skin that particular cat.
Watch your mouth, or at least watch what comes out of it. It’s easy to forget that the person you are pitching to might not think like you and so, it’s even easier to forget that you need to put yourself in their shoes. Putting empathy and analysis at the forefront of a sales person’s mind is an amazing way to nurture a team full of confidence, charisma and natural relationship