Even if you had Nothing to Sell
I received a LinkedIn personal message from a former Advantexe Strategic Business Selling™ 
participant last week. We have remained in touch since the live training a few years ago and as part of my contract with her organization I personally provided her with coaching and Account Planning advice.
The reason for her note was to let me know that, after a long tenure with her company, she had decided it was time to move on. She wanted to gain some new skills and experience and that her company merged with a much larger organization made the timing optimal.
At first, I thought she was reaching out to see if I could help her identify a new job and to network (which I am always happy to do) but she wasn’t. She was simply reaching out with an update simply because that’s what she and other great sales people do.
I replied that we should set up some time to talk. She suggested some dates at the end of August. I was surprised and curious as to why so far away figuring (wrongly again) she was going on a long vacation, checking out for a while, or otherwise doing something fun that a person who just recently left a long-term job might enjoy. Her response? “Sorry I am booked solid in meetings with my customers” she shared, “August is the earliest I can do. I’m not even taking a vacation this summer.”
Wait a minute. Customer meetings? I’m confused. I thought she said she had left the positon?
And that’s when she said one of the most interesting things I’ve ever heard in this business: “Oh, I’m not starting my new position until September, but my customers still want to see me.”
I asked her to explain and she said “My customers feel I add value even when I’m not selling them something so they still want me to come see them.” How interesting and profound.
It got me thinking about the selling process and how many sales training programs focus on building questioning skills instead of the deeper insights and value a sales professional needs to provide. What selling skills do such professionals possess to make customers want to meet with them even if they have nothing to sell? To answer the question, I surveyed ten sales leaders and sales professionals to compile practical list of characteristics. Indeed these describe my participant perfectly – it’s pretty clear why her customers love her.
- Ability to listen and offer unique perspectives
When I think about my former participant, I recall her as a fantastic listener. When she shares her ideas, it is always something well thought out that has a unique, important, and valuable perspective. Equally significant, world-class strategic sales professionals are not afraid to say, “I don’t know. Let me get back to you” and they don’t waste the customer’s time with anything less than genuine, tailored value.
- Deeply empathetic
There is absolutely nothing worse in the business world than an insincere, inauthentic sales person who will pretend to care in order to win some business. Real and sincere empathy for customers as both professionals and as people is critical and one of the reasons successful sales people add tremendous value.
- Intense and voracious curiosity
This one surprised me a little at first, but it makes perfect sense. Strategic sales professionals who develop deep, meaningful relationships with customers never stop learning, exploring, and applying their knowledge to their customers’ needs. It makes perfect sense that customers want to meet with such a knowledgeable sales professional even if she had nothing to sell.
- Is incredibly responsible
This one also took a little time to appreciate simply because it seems so fundamental. What does a responsible sales professional do? Show up on time, deliver on commitments, and takes self-accountability. But world-class sales professionals are responsible with customers’ budgets, time, and reputations. This improves trust and enhances value to customers even if there is nothing to sell.
- Outstanding communication skills
The fifth and final behavior revealed from my survey was outstanding communication skills. The successful sales professional must be able to write, listen, and convey deep expertise clearly. But she also translates this skill into superb customer service not only for the direct client but across the entire enterprise.
