Sales is often viewed as competitive. It can easily be seen as such as we talk winning and losing sales. Sales people compete with one another. We talk strategies to overcome objections, strategies to close sales. We measure conversation rates. We ‘ring a bell’ when we get back to the office as a sign of success. Everyone high fives and congratulates the sales person – very few ask about how the client felt. And the list goes on.
What can happen is this creates an ‘adversarial’ view of our client. Someone we need to win. To conquer. This can create a ‘win at all costs’ sales approach where the victory of the sale is more important than the satisfaction of the client. Sometimes resulting in a sales person winning the battle of the sale – only to now have to wage war with a client they never should have sold to, or sold to incorrectly.
It is when sales people realise that, in fact, they are on the same side as the client, working in their mutual interests, that genuine selling occurs. Sure, they need to meet the needs of the business they’re working for – but only do so where it truly meets the needs of the client first.
Sure a competitive sales culture isn’t a bad thing – but sales is much more rewarding and sustainable when you walk with you client, rather than feel your competing with them to win.