Sales: Playing The Long Game

Why would anyone write yet another article about sales? Isn’t sales already one of the most over discussed and overhyped topics known to mankind? If it isn’t, it certainly feels like the most exhausting one. Just a quick search on Amazon for books on selling brings up over 100,000 results. Can there really be that much left to say?

Given that, I’m sure what I’m about to tell you has been said over 100,000 times, in over 100,000 different ways. But with so much written about the game of sales, there’s just too much to cover in a short article. So, I wanted to share some thoughts on two concepts that have contributed to my success.

I’ve spent the last 30 years of my career as a 100% commission-based salesperson. If I didn’t sell, I didn’t eat, so finding the right formula became crucial. Despite that, I never voluntarily read any of these sales books or attended seminars. However, I was forced to and had been indoctrinated into almost every methodology except the one I concluded worked best for me. Most authors want to talk about “closing the deal,” “getting to yes,” “sales begins when the customer says no,” and so on and so forth.

From my perspective, the fundamental principle I learned early on in my career, long before I got into sales, was Just Do The Right Thing. But what does that mean? Does it mean doing what’s best for yourself, your family, or your company? Is there a simple answer, or does it change depending on the circumstances? I believe doing the right thing is quite simple. It’s not about oneself, nor is it about some greater objective. It’s about doing good and considering others. Somewhere along the way, I concluded that there’s a master balance sheet in life. Every action has a balancing counteraction. When you put out good, good comes back to you in some form, and vice versa. So, let me explain.

In sales, it’s best to be interested rather than interesting. To paraphrase Dale Carnegie, “Become genuinely interested in other people, show interest in them and engage in meaningful conversations to build rapport and understanding.” To do this, listen and hear what is on the mind of your prospect. What are they trying to accomplish, and how can you help them reach their objectives? Zig Zigler always said, “You can have everything in life you want if you just help other people get what they want.” I believe it’s true.

But I’m getting ahead of myself. First, you have to create an opportunity by getting in front of the prospect. This is the first touchpoint in the sales process. Without access, nothing happens. Of course, there’s always the direct approach—cold calling, knocking on doors, sending mailers, emails, etc. I’m not opposed to these methods; they have their place and time. However, for me, I relied on referrals and relationships. Therefore, I would spend time where my prospects spent time, and I don’t mean local taverns.

My clients were in the construction industry, so I got involved in construction trade organizations. I taught classes, held lunch and learn seminars, and even sat on committees and boards that allowed me to interact with my prospects. I created a tight-knit networking organization for professionals who provided services to contractors, such as lawyers, CPAs, bankers, etc. This organization consisted of a limited group of local professionals specializing in providing their services to contractors. The objective was to meet monthly, discuss the marketplace, who was building what, and who needed what. This organization became the best resource for networking within the construction industry.

Long before the term was coined, my objective was to become an influencer in my field among other professionals who interacted with my prospects and knew where to send them should they have needs or questions about the services I offered.

Through these associations, articles, speaking opportunities, etc., I was able to meet directly with my prospects without the primary purpose being the solicitation of my product. These interactions became non-threatening introductions that opened the door to future interactions. At the very least, my name and background became known, so when I contacted them at a later date, I was recognized and my call was likely answered.

The second key touchpoint in the sales process is to position yourself as the best source of the product you offer. This way, when a problem or situation arises that your product can solve, you’re the obvious choice.

Once in front of the prospect with an opportunity to provide my services, I focused on them, not myself, not my company, and not my product. What are they trying to accomplish? The natural instinct of humans is to avoid pain and seek pleasure—there is no other objective. Everything revolves around these two things. Of course, there are those who simply want to do good in the world, invent something, or solve big problems. However, behind all those things is a desire to eliminate pain or gain pleasure through their accomplishments.

Listen, inquire, and seek clarity about their desires, limitations, expectations, and perceived needs. Appeal to noble motives to persuade someone. Focus on the positives of your argument instead of using fear or intimidation. Here’s where Doing The Right Thing matters. If you don’t have a solution, let them know. Even better, if someone else, even your competitor, has a solution that will work, let them know. Offer to help find it or make the right introduction. Show them that you’re looking out for their best interests, not just your own. Metaphorically, you’re on their side of the table, ready to tackle the opponent (their need) together. It’s the long game, and you become teammates in the process.

When you do right by the prospect, the good ones, the ones you want as long-term customers, will remember. They will come back knowing that you’re non-threatening and will provide the best possible advice. Accomplishing this makes you a trusted advisor within their circle of influence, which is the ultimate objective. Through this, unexpected things can happen. On more than one occasion, a prospect doing business with a competitor would send referrals to me. Once, after three years of reviewing and consulting on my competitor’s services, a prospect asked me why they weren’t doing business with me. This led to an obvious solution.

I can’t emphasize this concept enough, and I’ll spare you the multitude of crazy off-the-chart examples that may have exposed my weaknesses or cost me immediate sales. But I can sleep at night knowing that I developed the most loyal and ethical portfolio of clients—clients I trusted and enjoyed doing business with. I also like to think that I gained a reputation for professionalism and expertise. Among seasoned professionals in my industry, I gained a reputation where it wasn’t worth the energy for them to solicit my clients. They knew my clients weren’t going anywhere. However, that doesn’t mean I took my clients for granted; I continued to always Do The Right Thing.

In the sales game, my overall objectives were to gain trust and create an image (and hopefully possess the skill) of expertise and integrity. I wanted to become their trusted advisor, where the actual delivery of my product was just a formality in our relationship. I wanted to be more than just the product I sold. Of course, I didn’t win over every customer, but I like to think I won and retained the best ones.

I intentionally didn’t mention what I sold because I believe these concepts apply not only to any line of sales but also in business, at home, and in every aspect of life. What I can tell you is that I sold a product that is one of the most disliked among consumers, and there are over 15,000 individuals selling the same product in my marketplace.

One last comment: we are all in the sales business. We may not be selling a specific product, but we are selling ourselves. The best way to sell ourselves is through actions of integrity. Trust that others will notice, because they will. Don’t you notice it in others?

Create high-quality points of contact and always do what is best for the customer, regardless of the outcome, and the right people will take notice and move in your direction.