Seek First To Understand
Seek first to understand is a quote by Stephen Covey with the encouragement that this should be done before we seek to be understood. When we have a true sales mindset this should be a default position. Oftentimes we are the person in authority. We know more about our topic, our services and our products than our customer does. If we have done our job well they rely on us as a trusted advisor.
The position of trusted advisor comes with responsibility. Doing this role well requires getting to know the customer deeply. This means going further than just understanding their pain points, we need to understand, and buy into, their vision - where they are hoping to be in 3 to 5 years time. When we truly understand the strategic objectives and direction of a business, we can then add our expertise and experience in our particular field. Our customers rely on us to tell them what they need to hear, not necessarily what they want to hear. We are the specialists and should be in a position to share industry trends, insights into what others in the industry are doing, what businesses overseas are doing, innovations and industry R&D. This knowledge helps guide and direct our clients. We are their person and place of knowledge and authority.
This, of course, requires staying up to date yourself. What industry magazines do you subscribe to? Do you attend trade shows and online forums to find out what is new and exciting? Are you connected with industry leaders and futuristic thinkers who are prepared to look beyond the status quo and challenge industry norms? How much time do you spend investing in improving your own knowledge? As with any industry specialist we can only give as much as we have and it is for this reason that we need to be incredibly diligent in maintaining our own personal development.
With the rapid changes in areas of IT and public perception towards environmental, economic and social responsibilities, we have seen an exponential trend towards changes in some of the most historically stable industries around the world. Companies need sales reps who can partner with them to navigate these new landscapes. It is increasingly important for companies to create a culture internally that they want reflected in their external customer experience.
What culture have you created? Are you a trusted supplier in your industry? Do you have deep partnerships and strong relationships built on trust? As we navigate forward, these elements will be non negotiable and we need to be prepared.
Here’s to your success!
