By: John Bourlet & Michael McClintock
When we think of “salespeople,” the image often conjured is the pushy, persistent salesperson whose success hinges on the number of units sold. This stereotype is epitomized by figures like the late Ron Popiel, who transformed high-pressure pitching along the Coney Island boardwalk into an infomercial empire with his famous Veg-O-Matic. The Veg-O-Matic was a compact, handheld kitchen appliance designed with a series of sharp blades that could slice and dice vegetables in one swift motion.
Unlike slicing by knife, the Veg-O-Matic could effortlessly slice an entire potato or multiple vegetables at once, making food preparation significantly faster and easier. Popiel quickly realized that his product’s very benefit—the ease of slicing vast amounts of vegetables—made it uneconomic to sell on the boardwalk because they went through too many vegetables during demonstrations. This insight led him to seek a larger audience capable of appreciating the value.
This story illustrates a key lesson: effective selling is not about smooth talking but understanding the audience and demonstrating how your solution can improve lives. At the McClintock Group, we believe strongly in the ethos of added value and staying creative, curious, and looking for genuine opportunities to solve other’s problems:
1) Transparency in Communication
Principle: Always maintain clear and honest communication with your stakeholders.
Approach: Transparency builds trust, the cornerstone of any successful sales relationship. Share relevant information openly, address concerns honestly, and never overpromise. Setting realistic expectations and delivering on them creates a foundation of trust that encourages long-term partnerships and repeat business.
Example: Instead of hiding potential drawbacks of a product, discuss them openly while highlighting the benefits. This open approach is crucial in setting expectations of transparency that will be critical to finding and developing lasting, mutually beneficial relationships that will last the test of time.
2) Curiosity-Driven Exploration
Principle: Cultivate a mindset of curiosity to learn and adapt continuously.
Approach: In sales, curiosity drives you to ask the right questions and deeply understand your stakeholders’ needs. It enables you to uncover hidden opportunities and tailor your solutions accordingly. Stay curious about industry trends, competitor strategies, and emerging technologies to keep your approach fresh and relevant.
Example: Regularly attend industry conferences, participate in webinars, and engage with thought leaders to stay informed and inspired. Use this knowledge to offer innovative solutions that address your stakeholders’ evolving challenges.
3) Teach Something New
Principle: Teach your stakeholders new approaches or methods to improve their work processes.
Approach: People only know what they know. They’ve likely done their work the same way for their careers because that’s how they started. Henry Ford said, “If I had asked people what they wanted, they would have said faster horses.” The same is true today with new technology like AI. If you can find a way to teach your stakeholders how to do something more efficiently, it will build trust and position you as a market leader.
Example: During a stakeholder meeting, introduce a new software tool that can automate a manual labor-intensive process they currently handle. Demonstrate its effectiveness and provide training resources to help them implement it. This approach shows your commitment to their success and establishes you as a valuable advisor.
4) Opportunity Identification
Principle: Proactively seek out and recognize new growth opportunities.
Approach: Successful sales professionals are always looking for potential opportunities, whether it’s a new market segment, an untapped client base, or a novel product application. Develop a keen eye for spotting trends and shifts that can be leveraged to your advantage.
Example: Monitor industry news and stakeholder feedback closely. If a stakeholder mentions a new challenge, think creatively about how your products or services could address it, even if it’s outside the usual scope.
5) Problem-Solving Orientation
Principle: Focus on solving stakeholders’ problems rather than just selling products.
Approach: Shift your mindset from selling to problem-solving. Understand that your primary goal is to help your stakeholders overcome their challenges. This approach positions you as a valuable partner and opens doors to future opportunities. It shows that you genuinely care about solving their problems, leading to happy stakeholders and potential referrals.
Example: Take the time to understand the issues your stakeholders face thoroughly. Ask probing questions to uncover their true needs and challenges. Then, work collaboratively to develop tailored solutions. Following up to ensure the solutions are effective and making necessary adjustments demonstrates a commitment to their success.
6) Building Lasting Relationships
Principle: Invest in building and nurturing long-term relationships.
Approach: Long-term relationships are more profitable and rewarding than one-off transactions. Take the time to get to know your stakeholders, understand their long-term goals, and support them in achieving them. Personalize your interactions and show genuine interest in their success.
Example: Maintain regular contact with your stakeholders, not just when you’re trying to make a sale. Celebrate their successes, offer support during challenges, and keep them informed about how your products and services can continue to add value over time. Host ongoing webinars where stakeholders can ask questions and share how they use your product. This benefits us by understanding the other’s needs and aspirations. It allows, through tactical empathy, what will and may fit.
Final Thoughts
By embracing transparency, nurturing curiosity, and seeking opportunities, we become better at finding and solving problems that meet our wheelhouse. We believe strongly in this ethos at the McClintock Group. These principles foster trust and loyalty and ultimately mean we are promoting actions and opportunities that will create lasting value. When we realize that sales are about connecting value opportunities and embracing them, we align our and everyone’s interests to the common good of creating more.