The Evolving ABCs of Selling
We all remember the now cringe-worthy scene in Glengarry Glen Ross where Alec Baldwin passionately challenges his team to “Always Be Closing”. While the thrill of sealing the deal still exists for sales professionals, the era of overly aggressive, pitch centered selling is as outdated as the 4.5” wide ties sported by Blake.
Modern prospects desire a buying experience devoid of pressure. They want salespeople who serve as allies in making informed decisions rather than coercing them into signing on the dotted line. People crave understanding, respect, and the foundation of a trusting relationship before making a purchase.
Today, the ABCs of selling are encapsulated in "Always Be Cultivating." Much like skilled farmers, today's salespeople must nurture their leads, recognizing that the most abundant yields result from thoughtful and intentional care tailored to the unique needs of each prospect. Neglecting prospects, only to bombard them later with superficial engagement, is parallel to subjecting crops to alternating drought and floods of cheap fertilizer.
Keys to Mastering Always Be Cultivating:
- Establish credibility before asking for anything (including their time) by allowing prospects to acquaint themselves with you on social media and in your community. Providing information about who your company is and how you solve problems instills confidence.
- Get the whole story. While we can assume the challenges our prospects face, we can’t be 100% clear until we pose the right questions- and listen to the responses.
- Allow objections. Create an environment where your potential clients are open with you by embracing conversations about why not.
- Uphold your promises. Actions consistent with words is vital to maintaining credibility.
- Be a resource. If you encounter needs beyond your capabilities, be generously shareyour knowledge of others who can help.
“Always Be Closing” is a dated mantra that evokes images of forceful and obnoxious sales tactics from the past. Embracing the mindset of “Always Be Cultivating” signifies a shift toward building and fostering mutually beneficial business relationships. By changing our language, we inherently transform our approach. Those who elevate sales strategies with the power of cultivation will pave the way for authentic connections and sustained success.
