by Terry Brock
Note: This article originally appeared in BizJournals.com
The other day I was attending yet another convention. As a professional speaker I get to attend a lot of conventions and learn a lot about what is going on in various industries. This is where the real learning comes as you see new tools, hear about new trends, and get to meet important people.
In this particular convention I wanted to visit that wealth of information called the exhibit hall. This is where you find some of the latest cutting-edge ideas, products, and services. People have put some serious money into being there and it is a great place to learn what is happening and who is happening in an industry.
As I was walking through the various exhibits I saw a person I knew from a long-time vendor for this industry. I have not done business with them yet, but was interested in what new tools they would have and the possibility of beginning a relationship with them. Like any entrepreneur I’m willing to invest money to get a good return and improve my business. However, the approach of this salesperson turned me off. Upon seeing me he immediately launched his pitch about their new mobile app and proceeded to show me the various features it has. When I would casually mention something I’m interested in, he would avoid my question or comment and go back to his pre-designed sales pitch.
I was not impressed.
He didn’t pause once to ask about what I was doing or where I am. He knew me from several encounters in past years. Yet, he demonstrated a vivid lack of caring about me, my needs and where I am. He only saw me as a sales opportunity and must have felt that by being obnoxiously persistent, he might win me over.
Obnoxiously persistent doesn’t work.
Relationship marketing works. It is about caring for others, listening to them, and, well, dancing with them. This reminded me of a popular song a couple of years ago by the group, Walk The Moon, called “Shut Up and Dance With Me.” https://www.youtube.com/watch?v=6JCLY0Rlx6Q It’s a good song and has 204,341,097 views as of this writing.
As I was thinking about my conversation with you today for this article, I was contrasting what happened to me at the recent convention with that song. Too many salespeople are like my contact at the exhibit hall. They only want to sell their own “stuff” rather than engage in relationship marketing. They only want to blab on and on about how great their new feature is rather than ask questions and listen to their prospects.
Here are a few key points that came to mind which could help you and might have helped that hapless salesperson. Remember I was initially interested in learning about his product, his company and how they might help me.
How salespeople can “Shut Up and Dance“ with their customers:
Suggestion #1 - Listen to them. First, find out where your prospect is before you start blabbing away about your “stuff.”
Suggestion #2 Ask important questions. Instead of blabbing about you, ask the important questions that will be relevant to them. This is like dancing in that you pace yourself with where they are, not where you want to be.
Suggestion #3 Hold back on showing your own stuff. Ooo. This one is tough! Everything inside you is screaming to tell them about your new whiz-bang, turbo-charged, mobile-responsive, whooppee-do (technical term!). They don’t care about your “stuff.” They are concerned about their own issues. Keep dancing with them to find out more about them while you “shut up” about you. Yes, “Shut Up and Dance” with them. This is what relationship marketing is all about.
Suggestion #4 Find their needs and wants, then pivot into your offering only when you can relate to their needs & wants. Only after you’ve discovered where they have pain or desires do you direct them to your product and how it can help them. Yes, this is true even with your new whiz-bang, turbo-charged, mobile-responsive, whooppee-do!
Suggestion #5 - Remember that dancing is not about dragging. You make music together. Dance together. Listen to them. Be responsive to them. Care for them. This is the essence of relationship marketing.
Somehow I think if we, as salespeople and entrepreneurs, can embrace these five suggestions, we can have a better dance with them —- and do better business!
