Truly great salespeople are the ones who spend time helping prospects genuinely understand how a specific product or solution addresses their biggest pains. They radiate trust and confidence and only make a recommendation when they honestly feel that their offerings can help prospects achieve their goals.
Confidence Isn’t Everything
Recently, someone said something to me that stopped me in my tracks.
“A good salesperson doesn’t have to believe in their products,” this person said. “They just have to believe in themselves.”
So, in other words, salespeople don’t need to be passionate about the products or services they represent in order to be successful? And all of this talk about developing an understanding of prospects’ needs and pain points is useless?
You’re saying that all it takes to be successful – outside of actually having a decent product to sell, of course – is a healthy dose of confidence and self-assuredness?
Wow. If only sales was that easy.
I’m sorry, but I just don’t believe that sales success is only about having confidence in your ability to sell.
How Does Your Solution Help THEM?
Instead, I believe that truly great salespeople are the ones who spend time helping prospects genuinely understand how a specific product or solution addresses their biggest pains. They radiate trust and confidence and only make a recommendation when they honestly feel that their offerings can help prospects achieve their goals.
And the only way salespeople can sell like that, in my opinion, is to possess a true belief in the product or service they’re selling. Otherwise, how can you say with certainty and confidence that a solution will truly make a prospect’s business more effective?
Here’s the simple answer: You can’t.
Sure, you can fake it. But what good will that do you in the long-term? And what’s the likelihood that you’ll be able to pull the wool over enough prospects’ eyes to meet your quota?
Relationship Building Is Key
As much as the sales landscape has changed in the last 10 years or so, there’s one sales activity that will always matter: Building genuine relationships.
How you create and cultivate those relationships might change over time, but the overarching importance of establishing relationships with prospects and customers will perpetually be a core tenant of sales success.
Now, if you don’t believe in the products you’re selling, and you’re selling them to real people (if you’re not doing that, you probably shouldn’t be reading this), how exactly do you think that’s going to affect your ability to build relationships – and trust – over time?
That’s where this whole theory of “simply believing in yourself” begins to deteriorate.
Selling A Solution vs. Solving A Problem
Why? Because closing sales just because you’re a good salesperson does not always translate to long-term success. In fact, if all you’re doing is selling a solution that doesn’t really solve customers’ problems or fails to deliver on the promises you made for it, imagine what that will do to your relationships in the long run.
Before you know it, you’ll be that salesperson – the one who tells customers whatever they want to hear if it helps you close a deal, cash a check, and get out of dodge.
If You’re In It For Yourself, You Will Pay The Price
So, does this mean that I don’t think self-belief and confidence are important to sales success?
Of course not. I do believe, however, that the only way to become a great salesperson is to develop a genuine interest in your prospects, listen to their wants and needs, and then match your recommendations to that insight. If you do that, you’ll find it very easy to separate yourself from the pack.
If, on the other hand, you’re only interested in your gain (i.e. closing the sale), it will be a turn off for your clients and you’ll end up looking like nothing more than a fraud.
9 Strategies For Making Sure Your Product Is The Right Fit
Here are 9 strategies you can use to qualify prospects and ensure your product is not only a good fit, but the right one for their unique situation.
Product Knowledge and Belief
First and foremost, understanding and believing in the product or service you’re selling is crucial. Genuine belief in your offerings enables you to effectively communicate how they can address prospects’ pain points.
Empathy and Understanding
Develop a true interest in your prospects. Listen actively to their wants and needs, allowing you to empathize and understand the challenges they face.
Tailor your recommendations based on the insights gained from understanding your prospects. Provide solutions that genuinely align with their requirements.
Radiate trust and confidence by being honest and transparent. Show your prospects that you’re focused on helping them achieve their goals, rather than just making a sale.
Long-Term Relationship Focus
Shift your perspective to prioritize building long-term relationships over short-term gains. This approach establishes a foundation of trust that extends beyond individual transactions.
Position yourself as a problem solver rather than a pushy salesperson. Showcase how your product can effectively address specific pain points and improve prospects’ businesses.
Communicate clearly and transparently about what your product can and cannot do. Avoid overpromising or providing inaccurate information that could damage trust.
Center your sales approach around the needs of your clients. Avoid being solely focused on closing deals for your own benefit, as this can erode trust and damage relationships.
Emphasize the long-term value and benefits of your product or service. Help prospects see how your offering can contribute to their success over time, fostering trust and commitment.
Remember, building meaningful relationships and qualifying prospects isn’t just about believing in yourself; it’s about genuinely believing in the value your product provides and demonstrating that belief through actions and interactions with your prospects.
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About the author
Kendra Lee is a top IT seller, sales advisor and business owner who knows…