The best piece of sales advice I've ever received

Too often we associate good salesmanship with having the “gift of the gab”. Like being a good salesman is about beating the customer into submission through charm and fancy words that bamboozle them into handing over their hard-earned cash.

I beg to differ.

My view is that sales is a trained skill. Through over 20 years of working in both sales and marketing, I’ve noticed the top performing sales people are often those that say the least. They listen. They find out the customers problem. And then they solve it.

So that leads me to the reason you’re probably reading this article. What is the best piece of advice I’ve ever received? Here tis…

“Customers will show you how they want to buy from you. You just need to let them.”

I’ll let that sit with you for a minute. Go on, read it again.

Now think about it. What is it actually telling you?

Firstly, it’s telling you to listen. Secondly it’s telling you to ask questions. Thirdly, it’s telling you to find out what the pain point is that led them to your door. And finally, for them to tell you how they would like you to fix the problem.



So when I heard this advice, you are probably wondering how did it change my own sales approach?

Well, I stopped pitching and started listening.

From that day, I implemented several changes to our sales process. These are:

1.     Never present an overview of MarketingHQ at an initial client interview, even if the client asks you to.

2.     Only present a proposal once you fully understand the clients pain points.

3.     Try and ask the question at a first meeting, “tell me why I’m here”

I have to say, being firm and committing to these new ‘sales philosophies’ was tough. My resolve was tested quite a few times. But I had immediate success bringing on two new clients in the first two meetings I had. That 100% conversion rate and I know I was up against some tough opposition – these new clients told me that upfront.

So how did these two interactions play out? 

My first attempt with an accounting services firm.

For the first opportunity, I was contacted by an accounting services firm who asked me to come in and pitch to them. Those were their exact words.

I was told I was one of three marketing firms they had researched and we made the short list.

Whilst being polite on the phone, I told the potential client I won’t be presenting a pitch document at our meeting. I got some push back as that is what they were expecting.

I pushed back again and said, how can I present anything when I know nothing about your business? They reluctantly agreed, we set a time and I went in without a proposal. Just me and a lot of questions.

During the meeting I was able to verbalise clearly how I could help fix their pain points. They wanted to re-brand, develop a clearer brand position in the market and wanted on-going marketing assistance. I was able to talk them through how we had helped other businesses in the same boat. What I didn’t do was speak about things that were not relevant to what they needed. I didn’t waste time talking about services they would never use. They told me how they wanted to buy, and I let them. And I won the business. This was four years ago and they are still a client to this day.

The large managed IT services firm

My second meeting was with an IT services firm. They’ve found us online and asked to meet at a coffee shop in the Sydney CBD. I thought I was meeting with one person, but in reality five business partners turned up. 

After some pleasantries they got down to business. And said the inevitable. “So, tell us about MarketingHQ”

My response was this. “I tell you what, you guys obviously got in touch with me as you are having some marketing challenges. I’d love you to tell me why I’m here”

Well the flood gates opened. Each and every one of the partners expressed their frustrations and what they felt they were missing in their marketing. They were a successful business and had around 40 or so staff.

But there marketing was letting them down. They had started another business that wasn’t performing as well as they had expected due to poor marketing.

Once again, this potential client told me what they needed. I told them verbally how we have helped others in the same boat. And I won the client. They have been a client for four years.

So you would have to say this change was a success.

This philosophy is now ingrained in our sales process and we are more successful because of it. Great advice indeed!

So what is the best piece of sales advice you have had. I’d love to hear it.