Blarney, snake oil, silver tongued – the list goes on to describe salespeople convincing buyers to buy. Now buyers know this and are always guarded, because they don’t want to be duped and make a bad decision. I am sure we have all been conned by a salesperson at some point in time, in matters great and small. Regardless, we don’t like it. We feel we have been made fools of and have acted unintelligently. Our professional value has been impugned, our feelings of self-importance diminished and we feel like a mug.
This is what we are facing every time we start to explain to the buyer why they should buy our widget. We are facing a sheer, vertiginous rock wall of climbing difficulty. The cure for all of this caution, disbelief, doubt and fear is honesty.
I talk about understanding our kokorogamae or true intention in sales. Are we here sitting in front of the buyer to make a bigger bonus, higher commissions, keep our job or there to help them succeed in their business? If our true intention is anything other than trying to help the buyer do better in their business, then we are never going to be able to continuously scale that rock face of difficulty.
Yes, we might get one deal done, because we are a silver-tongued sales monsters who can snow the buyer. The object for the vast majority of us is never a sale, but always the reorder. Yes, there are some smash and grab businesses where they grab the loot and never see the buyer again. I know one salesman here in Tokyo who told me when he was selling meat in the US, he always had to find a new town, with new suckers to sell to, because once the buyer received the meat, the quality was poor and he could never go back.
The difference between us is that I would never have taken that job because it offends my fundamental values and professionalism as a salesperson. I don’t want to be that guy who has to run away from the buyers and be afraid to meet them again. I can honestly say that I have never sold anything to anyone that would cause me to be ashamed or fear meeting the buyer again. That is the sales life I want for myself, not one where you are forced to live in the shadows and fear being outed as a crook. I can say that after he told me that story, I lost all trust in him and would never buy anything from him. His basic human values are doubtful to me and I don’t want spend my time with people like that.
Realistically, though, there are few cases like this and for most of us in sales, we are looking for an ongoing relationship with the buyer. We want to build the trust and get the repeat business forever. If we have the best interests of the buyer firmly at the front of our mind we are fearless. We can walk into any networking event full of strangers and meet new people without trepidation and search for new buyers. We can walk into that first meeting safe in the knowledge that we know what we are doing. We understand that in that first meeting we are there to find out what they need and make a judgement as to whether we have it or not. If we don’t, then we don’t waste their time or ours and we move on to find the buyer we can help.
I liken this to if you were a researcher who found the cure for cancer, you would be fearless to bring this to the attention of the buyers. There would be no hesitation and you would try to find as many people as possible to help. For an introvert like me, walking into a crowded hall full of businesspeople is overwhelming. Walking up to total strangers and introducing yourself is not the norm in Japan. I have to overcome my fear of this moment to find who are my potential buyers in the room. It is never easy for me and most people who meet me assume I must be an extrovert. Not true, but I am in sales, so I have to become more extrovert in public.
One of my sales heroes is Zig Ziglar and he put it beautifully, “you can get everything you want in this life, if you help enough other people get what they want”. That is the true sales mantra and the one I follow religiously. It steels me against my introversion, my fears of the strange looks I get when networking, the rejections and all the slings and arrows of outrageous fortune which come as part of this sales life.
If we have the buyer’s best interest firmly in the front of our minds, we will find the right words, the proper explanations, be able to answer the difficult questions fluently and in general, exude a vibe of total confidence, which the buyer picks up on. They are not just reading our words. They are searching for a holistic answer to this questions: can I trust this person?
The only answer can be “yes” and if our kokorogamae is correct, then that is the answer they will be feel and receive.
