In the Hero Story of sales the customer should always be made the hero. There is no place in the story for two hero’s, the sales professional needs to identify the villain our hero is facing and take up the position of the trusted guide.
The one thing that so many sales professionals struggle with when we do coaching is the move from a hero mindset to a guide. Let me explain, in all good stories there is the hero that has a villain or a problem the hero needs to overcome. The hero then meets a guide who helps them or gives them the tools to defeat the villain. The guide is the one who identifies the plan which will help the hero defeat the villain and progress to a happy ending and helps him avoid a tragedy.
In our Professional Selling Course, we use a classic example of the movie Karate Kid. Daniel moves to a new town and starts at a new school. Daniel finds himself the target and gets beaten up by a group of bullies who are karate students at the Cobra Kai dojo. Daniel meets Mr Miyagi an unassuming repairman who just happens to be a martial arts master. Mr Miyagi becomes his guide the thing to note is that not once does Mr Miyagi tell Daniel what an amazing fighter he was or all his accomplishments he might of achieved. The plan he puts together to train Daniel seems a bit strange, until you see how it all comes together. We see the results in the epic fight at the end when through all the pain Daniel digs deep and finishes the fight with the amazing crane kick.
How do we know when a sales professional is being the hero? It’s when they make the whole conversation about them. What a good sales person they are, talk about the products they sell, all their accomplishments. I know this sounds harsh but your customer doesn’t actually care, they want to know how you can help them solve a problem or defeat a villain.
I listened to a resent podcast where Tim was interviewed by David Watts from Watts Involved, they discussed the changes in sales just in this year. The big move as Tim explained for the sales professional is moving towards empathy. This fits into the role of the guide, how can I help you?
In order to remain relevant in the market we need to make the whole conversation about our customer we will never be relevant if we remain the hero and everything is about us.
The focus of the guide:
1. Researching our customer making sure we understand their challenges going as far as understanding the industry they are in.
2. We only get into the world of our customer when we ask the right questions.
3. Assisting and offering help to gain trust and build relationship before selling.
4. We build the plan for our customer based on insight.
5. It’s all about helping our customers avoid a tragedy and achieving a happy ending.