I met with a master of the relationship pitch recently. He is an artist. I’ll hit some highlights of what he did:
- Researched me and everyone on my team in advance of the meeting
- Dug deep on our website and the internet regarding our company
- Followed up his initial phone call with a detailed and specific email summarizing the phone call and the agenda for the next steps
When we met, he was friendly, charming, confident and engaging. This should have worked. We should have connected, built trust and we should have bought from him. In fact, he made friends, we did connect and all of us trust him- we just did not buy. Why? He was not relevant to our business, only to us as people.
This sales person came from the perspective that trust is the highest importance in building a sales relationship and being liked is a part of that. The current world wants those things along with relevance and value. That’s where he missed.
Here’s what he should have done in addition to connecting to the people:
- Determine what the problem is that we need to have solved. He did not know and he never asked.
- Research the competitors to our business and the threats that we face so as to position his offering in alignment with what we are trying to overcome.
- Offer us a clear picture of why his offering would fix our unique problem.
It is going to be hard to tell this sales person no, he is a real charmer and I like him. I just wish that he was relevant and valuable too.