Sales – It’s Not About You.

Blog 2 of 7 in a series

Last week we discussed the increasing number of sales technologies and the importance of your role as a sales person, despite that. Over the course of the next few weeks we will discuss 6 sales imperatives–things in sales that are so customer-serving that they have withstood the test of time and lasted through many eras of how people buy and sell. When incorporated into the way people sell, these 6 sales imperatives are indispensable in driving success.

Here is the first one:

It’s not about you. 

In the movie Beaches, Bette Midler’s character throws out one of my favorite quotes: “Anyway, that’s enough about me, let’s talk about you. What do YOU think about ME?”

We all know that one person…no matter the topic, no matter the severity of the news, no matter what is intended, they can make it about themselves. It’s super annoying. We know it as soon as we see it or hear it. Generally, when I see someone do that it makes me uncomfortable and makes me question their emotional maturity. 

A huge part of building trust with clients and prospects is building credibility. To build credibility, I use the following model: 


Propriety: Behaving appropriately for your customer’s business and calibrating your behavior to meet their expectations. 

Competence: Demonstrating you can work in your customer’s business with the same care and results that they do. 

Commonality: Sharing ideals, hopes, goals, or history with your customer or prospect. 

Intent: Stating that you are there for a win-win relationship. 

Each of these things should be defined by the customer’s perspective, not ours. The reason for that is simple; at this stage of the game, we haven’t earned the right to make it about us. Showing up to a sales call and immediately launching into who we are, what our company does, and the details of our offer will damage our credibility in the eyes of the person we’re speaking to. Best case, it will make them a little annoyed or uncomfortable. Worst case, they won’t trust you. In either case, it is unlikely they will buy from you. 

Once we begin to realize that at the initial stages of a selling relationship it isn’t about us, it begins to change how we think about call preparation, how we engage, and what we say or do when we arrive. Taking a step back and ensuring that propriety, competence, commonality, and intent are all viewed from the customer’s perspective will ultimately make our prospects more comfortable. It will go a long way in building trust and will increase the odds of making a sale. 

All of the sales training WinSource provides takes a customer-first approach. Doing so leads to more closes, satisfied customers, and longer lasting relationships. If we can help you or your teams with the transformation to a customer-centric sales approach, feel free to reach out to us. 

Stay tuned for the other 5 sales imperatives. 

If you’d like to see the rest of the series or read more blog posts from The WinSource, you can find them here.

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Ideas, comments, and questions are always welcomed! Happy Selling!

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