I was talking with a sales professional last year who works for a client of mine – a technology provider who sells through system integrators and managed service providers. Our project is to help them deliver unique tools to their channel partners to help deepen relationships with them. More than just “we’ve got the best stuff and you should feel lucky selling our stuff”. One of the areas we’re helping is to write and design case studies for them. Which led to my discussion with Frank, their Director of Sales…
Frank: “When I get hold of these customers, how do I sell them on the value of allowing us to do a case study? I was thinking about the angle of them getting some positive publicity from it, but I’m not sure. How should I sell them?”
Me: “Don’t sell them.”
As sales professionals, we’ve been conditioned to believe that every human interaction is a sales opportunity. No matter what our discourse, we feel like we have to spell out the benefits to our audience. It’s all about them, right? Heck, I’m guilty of it. My original proposal to my wife had an opening, three benefits to marrying Chris Peterson, and a closing. (For the record, I didn’t use that one.) So, what should Frank do?
Ask for a favor. It’s that simple. The most unreachable people will call you back within an hour if you leave a voicemail or text message stating: “I need a small favor.” No benefit to them. No ROI. No value. Just be yourself and ask for a favor. A few examples for some common favors we need as sales professionals:
“I have a favor to ask. I have a potential client that has a similar scenario to yours, and I think they’d benefit from talking with you about how we worked together. Can you talk with them and be a reference for us?”
“I’m in a little bind and hope you can help me. Can you release July’s order and take shipment next week? We’re a little short on our Q2 number and your order will help get us there. Of course, we can figure out how to make it easy for you - extended terms or whatever helps you.” (In this example, don’t lead with the offer or discount – they may not care about your offer and then you’re stuck.)
And of course, Frank’s favor:
“I need a small favor. We’re creating a few case studies of our most unique customers, and we’d like to highlight your company. Would that be ok?”
Don’t get caught up in selling all the time. Afterall, selling is simply a transfer of emotion, and if you can communicate a need in a vulnerable way, you’ll transfer most emotions to compassion and receive everything that you need.
