Are You Selling to Vulcans?

Nowhere am I so desperately needed as among a shipload of illogical humans.

Mr. Spock in ‘I, Mudd’

The iconic Mr. Spock from Star Trek was half-Vulcan, half-human. It’s the former we first notice in Spock – Vulcans are governed entirely by logic and rationality, unencumbered by emotions.

But it’s his human heritage that takes Spock from caricature to character. Spock mirrors our own schizophrenic, rational / emotional natures. He is the sock puppet for humanity, allowing us to look at ourselves afresh.

That much is evident to the casual sci-fi viewer, or any fan of The Big Bang Theory. But you wouldn’t know that from looking at economists, strategy consultants – or much of the B2B sales literature. They suggest that people – particularly smart business people – are mostly rational decision makers, persuaded by well-established rules of scientific evidence, logic, and the inexorable rules of mathematics.

In other words – they treat buyers like Vulcans. Only trouble is, at most, they’re like Spock – half-human. And truth be told, most B2B buyers are even less Vulcan and more human than Spock.

My Brain’s Bigger than Yours

I’ve now spent four decades working with B2B sales organizations.  Lately, I’m reminded even more of how much businesspeople have bought – hook, line and sinker – the idea that customers buy through rational decision-making. The economists’ models are live and well in sales training programs.

Feeding the ratiocinating Vulcan side of buyers is necessary. But it is almost never sufficient. The true role of the intellect in B2B buying is as follows: Buyers scan options rationally, but they make their final selection with their emotions – then rationalize that decision with their brains. In other words, buying is a sandwich – rationality is the bread, but the meaty filling is a rich, emotive set of feelings, finely honed over eons of civilization.

The cognitive role in buying is vastly over-stated. Brains don’t rule. Spock is not 100% Vulcan. Neither is your customer. Not even by half.

Your Customer is Not a Vulcan

Question: What do the following things have in common? Value propositions; challenger selling; strategic fit; problem definition; pricing; negotiation; objection-handling.

Answer: In B2B sales, they usually center around analytical economic value, assuming that the rational resolution of each issue is the key to helping a buyer achieve a decision. Look for these buzz-phrases; clients buy results, show the bottom line, demonstrate value, value proposition, business case, and so forth.

Nothing wrong with that list – it’s all necessary. But it’s not sufficient. What’s missing are the things that actually trigger a buyer’s decision – not just justify it. Those include, for starters:

  • confidence that the seller can deliver what (s)he promises, and
  • the resulting ability to sleep through the night
  • integrity
  • belief that the seller will adjust their commitment to accommodate changing circumstances
  • character
  • commitment to principle
  • a long-term relationship focus
  • a sense that the seller has the buyer’s interest at heart
  • the seller’s ability and willingness to defer gratification
  • vulnerability of the seller
  • a set of values beyond the purely economic
  • a sense that the seller is a safe haven for conversation.

In short – trust in the seller.

Your customer is not a Vulcan. Your customer is barely even Spock.

The Cognitive/Emotive Disconnect

I spend my time with smart, complex-business, B2B professionals. Every single one of them will acknowledge the importance of the above list. Yet every one of them lives in an organization where 90% of attention is focused on the buyer’s Vulcan side, doing slide decks, spreadsheets, valuations and scenario0

Buyers often (rationally) screen sellers. But they quickly form favorites, unconsciously, and usually before the sellers have even had a chance to address the issue. All the Vulcan-targeted approaches are aimed either at forming a buyer’s opinion (too late, already done), or changing a buyer’s preformed opinion (already set in concrete).  It rarely works.

Proof? Ask yourself how many times your customers failed to see the brilliant case you had made, because they were somehow biased against you. You tried to sell to the Vulcan in your Spock-customer; but that human side kept rearing its ugly head.

How Complex B2B Buying Really Works

Very few buyers will tell their boss, “Gee, I guess I bought from those guys because, you know, I really trust them.” That’s career suicide. Buyers need the air-cover (and, to be fair, the reality check) of a rationality-based argument. It’s our job as sellers to deliver that rationale to them, bullet-proof and logic-tight as it can be.

Because in business, we all need to pretend we’re Vulcans.

But deep down, we all know what’s really going on. People buy with the heart, and rationalize with the mind. Brains are a necessary but not a sufficient condition. Being right, by itself, is a vastly over-rated proposition. Being right too soon just pisses people off. All else equal, a trust-based sell will always beat a rationality-based sell.

The truth is, our emotional instincts are extremely powerful (not to mention frequently accurate). We make our decisions first based on those emotions, and then struggle to justify them according to the rules of the game.  Unlike Spock, we lead with the human, and bring in our Vulcan sides as a check.

Many, many of my clients say: “That may be true for lots of people, but not for my [boss] [client] [customer]. They’re completely Vulcan, data-based, just-give-me-the-facts people. You’ve got to treat them like Vulcans, because they demand it.”  But the fact that they demand to be treated like Vulcans is 95% about ego – and that’s their human side.

Ironically, all this is especially true for those who believe the world works on brains. They are prone to buy even more emotionally, because their self-worth is tied up in thinking that emotions don’t matter – which renders them oblivious to their own human decision-making process.

Even if your customer thinks they’re a Vulcan – treat them at least like Spock. Address the human side – then give them Vulcan-food to justify their feelings.

It is curious how often you humans manage to obtain that which you do not want.

– Mr. Spock in ‘Errand of Mercy’

When the Client Demands Price Cuts

We’ve all been faced with that dreaded moment when a potential client – or even an existing one – demands a price cut. While some basics about price cutting are the same, there are unique versions of this problem facing those of us in advisory, services businesses.

Does this one sound familiar to you?

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“A long-standing client came to us and said our price was too high for a job we quoted. They said one competitor was priced 20% below us, and another 30% below. We’re seeing this a lot; word is we’re the high-priced firm in this market, and we’ve lost a few big jobs. It seems to be pretty much a question of price. This business is getting commoditized. Particularly in this economy, we need to seriously consider cutting prices. But our margins are already low.”

Have you heard those words lately? Perhaps spoken them? Before you act, make sure you investigate the situation. This article gives you a structured approach to doing so—looking at causes, solutions, and handling discussions.

CAUSES: WHAT DRIVES CLIENT DEMANDS

Before you respond to demands for price, it is useful to understand what lies below such demands. Three things drive the vast majority of client demands:

  • Fear—the simple fear of being taken advantageof. If clients perceive that someone else is getting a better “deal,” they can quickly feel abused, and may react very negatively. Clients who feel abused become very creative about attributing causes—your rates, your profits, your margins, and so forth.
  • Miscommunication—usually around scope and design issues. The “apples and oranges” problem can arise from many project design issues, including the scope of issues addressed, the leverage of your team, the depth to which issues are explored, timing, and choices about staffing. If the client orders an apple and you price out an apple pie, the client may think you are charging absurd margins on fruit.
  • Quality—misaligned assumptions about quality required. Many service providers make an implicit assumption about the quality required for a certain kind of work. Often the client doesn’t perceive the need for the Cadillac/Mercedes solution—they think a Chevrolet/Volkswagen will do just fine. And often, it will.

Clients demanding price concessions don’t present the issue in these neat terms. They simply say, “your price is too high, and you need to cut it.” Listen carefully – this does not mean that your price is too high. Nor does it mean you need to take drastic action. But you’d better investigate what’s going on.

SOLUTIONS: FIX THE RIGHT PROBLEM

When your client demands a price concession, she usually assumes that rates, costs and profit margins are the problem. Few clients (or providers) challenge this assumption. The client thinks she is being taken advantage of by a voracious provider. The provider feels pressured by a callous client playing him off against others. Both then cast the issue in terms of greed and motives, and dig in for tough price negotiations.

But rates and margins are almost never the real problem. The real problems lie in design issues and in misunderstandings. The worst thing to do is negotiate on a total price alone – it makes the client think you’ve been hiding something, and wonder if he should ask for even more. Too often both parties try to negotiate price—when they should be discussing design. To see why rates are not the issue, consider your economic model. The building blocks of a project bid boil down to:

  • The firm’s costs—i.e. compensation levels
  • Rates—a function of cost, utilization and margins
  • Project design scope
  • Project design leverage
  • Project design quality

Now ask yourself—how does my competitor’s model differ from mine, and what is he cutting to get his prices 30% below mine?

Compensation costs vary hardly at all. The salary market is extremely competitive. Nor do firms vary much on billing rates, utilization and models. None of it is enough to explain a competitor’s 30% discount. That leaves two explanations: either the projects being discussed are just not comparable – or your competitor will lose money on this bid. The discussion you need to have with your client explores both options – in that order.

HANDLING THE PRICING DISCUSSION

Above all, clients want to know they are being treated fairly. Doing so starts with a fair price for work done, and the willingness to be open about how you arrive at that price. Very few clients actually want to pay an unfair price to a provider who has dealt fairly with them. Here’s how to have that discussion. 1. Commit to resolution. Make sure you spend enough time understanding and empathizing with the client’s concerns. Say you’re committed to finding a mutually acceptable resolution—and mean it. 2. Suggest a series of price drivers—from scope and quality concerns to economic drivers—and commit to exploring each in turn.

  • Start with scope and design issues. Ask the client to compare in detail your project design with the competitor’s. That means nailing down modules, scope of research, staffing levels—everything that might be different. Then compare. More than half the time, discussion will stop right here. Most fears are simply misunderstandings of design.
  • Move on to quality issues. Determine whether quality in your proposal is higher than that proposed by a competitor. If so, then ask whether the client is willing to pay for extra quality—or not. If the answer is “not,” be ready to scale back or walk. Your “standards” may be costing you business.
  • If the issue is not yet settled, then put your structural economic cards on the table. Tell the client your billing rate structure, base compensation structure, leverage model and utilization rates. Explain why these numbers add up to a fair profit model for you, and why they probably don’t vary much by competitor—certainly not 30%.

Now you can face the competitor 30% discount head on. Confirm the project design is comparable. Say to the client, “I believe their economic model is similar to ours – and we could not sustain a 30% discount. How long do you believe you will continue to get that discount? And are you willing to switch again if and when they move to sustainable prices?”

If the client would be willing to switch yet again to find yet another discounter, then you should probably walk away and find a relationship buyer. If so, walk away smiling – your competitor just lost money, and you didn’t. Price negotiations don’t have to be about power and control; trust and openness go a very long way. Most clients are happy to pay a fair price to a provider they trust. Just give them the information with which to trust you.

Should you ever cut price? Yes, in two cases. The first is for a volume discount, including existing-client discounts. In these situations, your cost of sales is genuinely reduced; that’s real money, and can be shared. The second reason is to buy your way into a new business or client. Don’t do it lightly. Eventually you will have to raise rates to sustainable levels; and a client who switched to you on price is prone to switch again.

If Selling Is Too Hard, You’re Doing It Wrong

Many fine sales authors will tell you that an essential ingredient in selling—perhaps the essential ingredient—is effort. Gumption, grit, hustle, sweat—whatever the word, the image it conveys is that success in selling is tough. No pain, no gain.

Selling is a lot like football, this view says: the team that exerts the most effort is the team that wins. And there is a lot of truth in that viewpoint.

But consider another truth. Think about hitting a golf ball. As anyone who’s tried doing that can attest, the quality of your golf shot is in inverse proportion to your effort. That pleasing “thwock” of a well-struck iron almost never comes from trying hard.

Instead, the “trick” in golf is not how hard you swing—it’s how smooth, relaxed, and “at ease” your swing is. If you’re swinging too hard, you’re almost certainly doing it wrong. And there’s a lot of truth in that viewpoint as well.

I’ve learned that most dichotomies like this are false. Selling isn’t only like football or like golf. It’s both, in different aspects. But that’s a different article. This article is about just one side—the golf side, if you will, where if you’re working too hard at selling, you’re doing it wrong.

Adam Smith, Competition, and Selling

Blame it on Adam Smith’s The Wealth of Nations, if you will. The Scottish moral philosopher and economist famously claimed that by the self-oriented struggling of the butcher and the baker, the “invisible hand” of the market makes itself known by balancing out all for the greater good. Out of individual selfishness grows the maximum collective good.

While Smith has been unfairly characterized as arguing against regulation and in favor of unfettered free markets, there’s no question that his powerful formulation rhymes with competition—individuals seeking their own betterment. Perhaps ever since, business has been full of metaphors from war and sports. And nowhere are those metaphors more prevalent than in sales.

Here’s a partial list for just one sport alone: pitch, curve ball, hitting cleanup, bottom of the ninth, pinch hit, get our signals lined up, strike out, bases loaded, don’t swing at the first pitch, home field advantage, double play, we’re on the scoreboard, leaving men on base, pop-up, foul ball, home run hitter, shut-out, and so on.

Here’s the thing about sports metaphors: they’re all about competition. Real Madrid vs. Barca. Yankees vs. Red Sox. All Blacks vs. Wallabies. Seller vs. competitor.

And—most of all—seller vs. buyer.

Selling without Competition

It’s hard for most people to even conceive of selling without that competitive aspect between buyer and seller. Isn’t the point to get the sale? Isn’t closing the end of the sales process? If a competitor got the job, wouldn’t that be a loss? And why would you spend time on a “prospect” if the odds looked too low for a sale?

When we think this way, we spend an awful lot of energy. It’s hard work—particularly because much of it is spent trying to persuade customers to do what we (sellers) want them to do. And getting other people to do what we want them to do is never easy (if you have a teenager and/or a spouse, you know this well).

There is another way. It consists in simply and basically changing the entire approach to selling.

The first approach is the traditional, competitive, zero-sum-thinking, buyer vs. seller—the age-old dance that to this day gives selling a faint (or not-so-faint) bad name. It is one-sided, seller-driven, and greedy.

The new social media capabilities have not made this approach to selling go away—they have empowered it. Just look at your inbox, spam filters, LinkedIn requests, Twitter hustles, and pop-up ads on the Internet.

And boy do you have to work hard to sell that way.

The second approach is different. The fundamental distinction is that you’re working with the buyer, not against the buyer. Your interests are 100% aligned, not 63%. If you do business by relentlessly helping your customers do what’s right for them, selling gets remarkably easier.

You don’t have to think about what to share and what not to. You don’t have to control others. You don’t have to white-knuckle meetings and phone calls because there are no bad outcomes.

Selling this way works very well for one fundamental reason: all people (including buyers) want to deal with sellers they can trust—sellers who are honest, forthright, long-term driven, and customer-focused. All people (including buyers) prefer not to deal with sellers who are in it for themselves, and constantly in denial about it.

This is the golf part of selling: the part where if you lighten up, relax the muscles, let it flow, you end up with superior results. And there’s a whole lot of truth to that view. If you’re working too hard, you’re not getting the sale.

 

 

Bleeding Trust from Every Sales Interaction

Last week saw an impressive uptick in conversations about trust in companies. While United may be the strongest case for bleeding trust today, it’s not limited to them. It’s the massive PR mishaps that grab our attention – but that’s misleading. Trust can affect every business – including yours.

It’s not just about the big, egregious faux pas that loses our customers’ trust in an instant. It’s much more about the myriad little, every-day, seemingly trivial ways that add up – ending in a virtual hemorrhage of trust. In no particular order, let me identify a few.

Customer Tales of Woe

In Goodbye Avis, Hello Uber, danah boyd chronicled death by a thousand cuts at the hand of Avis Car Rental. Her rental car got a flat tire at 10 p.m. in Los Angeles, just seven miles from Los Angeles International Airport (LAX). A customer service phone rep said he didn’t know how long it would take to get an exchange. He said he’d text her. An hour later, she had not received a text, so she called again. They said it would take four hours. Outraged, she pushed back. OK, they said, 90 minutes.

They then suggested she leave the car with the keys in it and get a taxi. She left the car but got a ride from friends to her destination. Avis texted that they’d arrive at 4 a.m. They didn’t. She called again, and Avis blamed the towing company. They said it would take 30 minutes. Ninety minutes later a tow truck arrived.

At 4 p.m. the following day she called to make sure Avis had gotten the car. Nope. They said she was still liable. Roadside assistance told her to call customer service, who said to call the LAX counter directly, who passed her call on to the manager, whose call went to voice mail. He didn’t return the call. And, it went on.

The Avis tale may sound exceptional. But I bet you have your own horror stories to relate that are just as bad. And you probably reacted the same way danah did – by changing suppliers, even though she’d been a loyal customer for years.

One Cut at a Time

Not all customer horror stories have 15 fails in a row in a 24-hour period. But it doesn’t matter. Like little cuts, they can add up, and each one adds its own traumatic toll.

  • I went to trade in a car. We had a deal until the salesman noted a discrepancy on the CarFax report. I said I’d fix it. It took six weeks to fix, but I did get it fixed. However, the salesman never called to ask how things were coming along. Result: I bought my new car elsewhere.
  • A friend went to a store at 5:55 p.m. The manager was inside, locking up for the evening. When my friend pointed to the “Hours: 8AM – 6PM” stenciled on the door and pointed to her watch, the manager shrugged his shoulders and turned away.
  • At my daughter’s wedding, I asked if we could borrow a golf cart for 20 minutes to ferry the bride and groom across the wet lawn for photos so as not to get her wedding dress wet. “Sorry, we can’t afford the liability,” was the answer we received.
  • A friend who does small group communication training sessions is routinely asked by large companies to purchase liability insurance to indemnify MegaCo Inc. against any possible harm or claim of harm from anyone for any reason arising out of his delivering a half-day communication training session. (Many of you face the same exact extortionate policy of your customers offloading “risk” to you and having you pay for the privilege.)
  • Some years ago I had a great first sales discussion with a client about doing training to increase trust in their sales process. At the end of the call, he said, “This is great, we have a deal. Now, I presume you’ll grant us our customary 15% discount?” This after having discussed how to help his salespeople to stop cutting prices.
  • I’ll never forget the brokerage office head who, on hearing about my upcoming talk on being a trusted advisor, said, “Hey, anything that’ll increase my share of wallet, I’m all for it!”
  • I constantly receive offers to write articles for my blog in return for links. Ninety-nine percent of the time, they show no awareness of the subject matter of my blog, much less a sense for what quality levels of content might be expected.
  • Customer service scripts are increasingly being loaded with fake empathy and inappropriate apologies: “Oh, I know you feel,” “Oh, I do apologize for the power outage you experienced. …” No. Don’t pretend-feel. An acknowledgement is critical, but apologizing for things you didn’t do is phony.
  • A corporate online feedback site was generating error messages, sending me “not-deliverable” emails. Acting the good business citizen, I called the corporate 800 customer service number to tell them. The customer service rep told me, “The feedback page is not our department.” When at my suggestion she connected me to that department, they insisted on giving me an incident number so I could track my concern going forward. Wait – my concern?
  • On a United Airlines flight from Chicago to Charlotte, North Carolina, two aircraft were taken off the gate due to equipment problems. The third aircraft finally left three hours late. I emailed the airline. I got back a generic apology and a voucher redeemable against future miles—no acknowledgement of the particular issue, much less suggestions about dealing with it. (That reminds me of my cable company: after showing up three hours late, they’re trained to quickly offer you a $20 rebate – a fair deal only if your time is worth less than $7 per hour).

I could go on and on. And so could you. The cut-cut, drip-drip of such low-level, tedious violations of basic customer relationships adds up. It results in listless relationships at best and cynicism, surliness, and passive-aggressive hostility at worst. Finally, we customers jump ship when the opportunity presents itself.

This isn’t “just” about customer service. There is a steel cable linking all customer experiences – sales, service, whatever – with future sales. How everyone treats customers in all ways at all times is a big driver of trust and thus of revenue.

But you already get that point. The more urgent point is this: how can you be sure you’re not imposing such semi-conscious bloodletting on your customers? Here are two ideas.

1. Follow the 10% rule. At every customer interaction point, take 10% more time to close out the interaction in a trust-creating way.

  • If you couldn’t help someone after a five-minute call, then take 30 seconds to suggest an alternate vendor.
  • If you’re going to spend 15 minutes writing an exploratory letter, then spend another two minutes to find some value-add to include in it.
  • If a potential customer walks out the door after an inconclusive interaction, take a note about a content-specific way to follow up in two weeks with an email or phone call.

You think you don’t have 10% more time? Please. Consider how much you put at risk the other 90% of time you did spend by failing to leave a trust-based impression.

2. Personalize responses in some way. Buying is emotionally triggered, and that’s as true for B2B sales as it is for B2C. Don’t let your last impression be the customer seeing dollar signs in your eyeballs.

  • Responding immediately, or in some hugely fast way, is a powerful tool for showing you’re paying attention when someone reaches out to you. Just don’t automate the response. Fast and customized is a powerful combination.
  • If you are responding to an error, don’t minimize it – but also don’t over-accept responsibility for things beyond your control. Acknowledge, explain what must have happened, and – most important – say what you are going to do on your own to ensure it doesn’t happen again.

Sales don’t just happen during selling. They’re a predictable result of your entire mode of relationship with your customers at all times.

In Complex Sales, Time Is on Your Side

What’s the relationship of time to sales?

Should we worry that “time’s a wasting?” Or pay more heed to “all good things in due time?”  It sounds like a trivial question, but it’s got some far-reaching implications.


In late 1964, an English group calling themselves The Rolling Stones got their first U.S. Top 10 record with a song called “Time Is On My Side.” It was a cover version of a song previously recorded by Irma Thomas, among others. The lyrics loosely proclaimed that “you’ll come running back” because “I’ll always be around,” and therefore “time is on my side.”

The Stones, it turns out, were talking about selling professional services – and more broadly, about consultative selling in general.

If you’re relatively new to business development (the preferred euphemism in services for selling), you’ve probably read several books or articles, seeking wisdom on how to better sell. And if you’re an old hand at selling (and have no time for euphemisms), you’ve probably read even more of the same.

Nearly all of those books and articles make one key assumption. It is an assumption so basic, so simple, that we don’t even notice it. It is baked into the studies, the definitions, and the very language we use to describe selling. And yet that one assumption is so profound that it affects nearly every aspect of how we approach selling.

It is the assumption that a sale is a transaction. It is a discrete event. It happens (or in any case is closed) at a point in time. It is singular. The plural of “sale” is a series of “sales,” where the whole is equal to the sum of the parts. Sales happen one at a time. And time, generally, is not on your side.

Sales as Events

Consider the implications of that viewpoint. It suggests that a sale is an event with a beginning and an end. It suggests that we can understand sales patterns by averaging the sales events. It suggests that someone who is good at selling is good at making transactions happen. And it suggests that processes for managing sales will track these events through a sales process, attaching probabilities and sizes to each sale as the leads pass through the process.

That’s pretty much every modern-day CRM program, most sales metrics and sales management processes. The defining characteristic of those systems is that they’re built around discrete, separate events. In fact, we’ve talked ourselves into a mode of thinking such that we can’t conceive of managing sales without conjuring up behavioral, trackable events. If you can’t list an action and put a date on it – it doesn’t exist.

The sale event begins with a lead event, an initial contact. It proceeds through various exchanges of questions and answers. At some point there is a more or less formal proposal made by the seller. The end of the event comes when the proposal is either accepted, rejected, or ignored. At that point, the event is considered “closed.” The buying company, unit, or person may show up again, and they may go on a contact list. But when they show up again as a buyer, the seller will consider it a separate event.

When we think of sales as events, time is generally not on your side. Time is money. Time is the denominator in measures of efficiency. Time is what’s a-wasting when you’re spending your time unproductively, i.e. not selling. Time is the unit that determines your bonus, and it is what your manager is talking about when he says, “What have you done for me lately?”

Viewed that way, the world of sales is a series of discrete events. To borrow a metaphor from subatomic physics, the modern view of sales sees sales particles, not waves.

And yet—as in physics—we don’t have a complete understanding of things unless we view things from the “wave” perspective, as well as the particle perspective.

Sales as Patterns

Sales as events may sound blindingly obvious, but consider an alternative. What if a sale didn’t describe a discrete event, but a pattern of events, or a state of relationship, or a condition? What if a sale happened over time, with no particular event being more significant than others? What if a sale were about a relationship, not a transaction? What if it were an adjective, not just a noun or a verb?

We would view selling not as about executing isolated, separate transactions, but as relationships.

We would talk mainly about the quality of the relationship with a customer. Individual sales transactions would be seen as indicators of relationship success, not as the sole driving purpose.
Relationships and transactions would trade places as ends and means. CRM systems would actually measure relationships, not just transactions, thus finally living up to their name. Sales managers would coach people on furthering customer relationships, not on check-boxing behavioral events and driving transactions through the customer organization.

Is Time On Your Side?

A critical difference between the transactional and the relationship view of sales is the role of time. Transactions happen at points in time; relationships wax and wane over time. How you spend your time varies:

  • If you view sales as transactional, then you’ll want to maximize transactions over time and view relationships as a means to that end.
  • If you view sales as relational, then you’ll want to maximize relationships over time and trust that transactions will come about as a byproduct.

Note: in the long run, the metrics converge. The longer the timeframe, the more relevant is aggregate dollar sales. The critical question is this: do you maximize long-term sales by focusing on short-term transactions, or by focusing on long-term relationships?

For some businesses, long-term revenue pretty much equals the sum of the short-term results. Possible examples are convenience stores, Wall Street trading businesses, and online ad revenue. Here the transactional view of sales works just fine.

But for many other businesses – especially professional and intangible services, and complex and high-ticket B2B sales – the reverse is true. You don’t succeed by micro-focusing on transactions, by relentlessly improving efficiency, or by scrimping on time.

Instead, you succeed by focusing on the qualitative – by improving relationships, by nurturing the conditions that lead to repeat business, loyalty, deep customer knowledge and intimacy. In the not-very-long run, that focus actually produces better results than focusing on the transactional.

The Stones were right: time is (largely) on your side. If you are prepared to be consistent, trustworthy, focused on the greater good of your client, and not blinded by the shiny object of the Next Transaction, time becomes your friend. Your customers will indeed come running back—at least as many and as often to make it a superior sales strategy.

Are You Worthy of Your Client’s Trust?

Have you ever stopped and asked yourself if you’re worthy of your client’s trust? It’s a big question, but one with an interesting twist.

It seems that trust, especially a client’s trust in us, is something that we too often take for granted. Just because a client signs on board with us – shouldn’t mark the end of building upon a trusted relationship. In fact, it should be just the beginning. Let’s dig in a bit further.

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Most salespeople will agree – there is no stronger sales driver than a client’s trust in the salesperson. Further, the most successful route to being trusted is to be trustworthy – worthy of trust. Faking trust is not easy – and the consequences of failing at it are large.

But is it possible to know if your client does trust you? Is there one predictor of client trust? Is there a single factor that amounts to an acid test of trust in selling?

I think there is. It’s contained in one single question. A “yes” answer will strongly suggest your clients trust you. A “no” answer will virtually guarantee they don’t.

The Acid Test Of Trust In Selling

The question to you is this:

Have you ever recommended a competitor to one of your better clients?

If the answer is “yes” – subject to the caveats below – then you have demonstrably put your client’s short-term interests ahead of your own. Assuming you sincerely did so, this indicates low self-orientation and a long-term perspective on your part, and is a good indicator of trustworthiness.

If you have never, ever, recommended a competitor to a good client, then either your service is always better than the competition for every client in every situation (puh-leeze), or, far more likely, you always shade your answers to suit your own advantage; which says you always put your interests ahead of your clients’; which says, frankly, you can’t be trusted.

Here are the caveats. Don’t count “yes” answers if:

  1. The client was trivially important to you;
  2. You were going to lose the client anyway;
  3. You don’t have a viable service offering in the category;
  4. You figured the competitor’s offering was terrible and you’d deep-six them by recommending them.

The only fair “yes” answer is one in which you honestly felt that an important client would be better served in an important case by going with a competitor’s offering.

If that describes what you did, and it is a fair reflection of how you think about client relationships in general, then I suspect your clients trust you.

This is the “acid test” of trust in selling. To understand why it’s so powerful, let’s consider the factors of trust.

Why This Is The Acid Test

My co-authors and I suggested in The Trusted Advisor that trust has four components, and we arrayed them in the “trust equation.” More precisely, it is an equation for trustworthiness, and it is written:

T = (C + R + I) / S
T = trustworthiness of the seller (as perceived by the buyer)
C = credibility
R = reliability
I = intimacy
S = self-orientation

Credibility is probably the most commonly thought-of trust component, but it is only one. Think of credibility and reliability as being the “rational” parts of trust. Believable, credentialed, dependable, having a track record – these are the traits we most consciously look for when screening vendors, doctors, and websites.

The third factor in the numerator – intimacy – is more emotional. It has to do with the sense of security we get in sharing information with someone. We say we “trust” someone when we open up to them, share parts of ourselves with them. We trust those to whom we entrust our secrets.

But all pale beside the power of the single factor in the denominator – self-orientation. If the seller – the one who would be trusted, who strives to be perceived as trustworthy – is perceived as being self-oriented, then we see him as someone who is in it for himself. And that’s the kiss of death for trust.

At its simplest, high self-orientation is selfishness; at its most complex, self-absorption. Neither gives the buyer a sense that the seller cares about any interests but his own.

Self-orientation speaks to motives. If one’s motives are suspect, then everything else is cast in a different light. What looked like credible credentials may be a forged resume and false testimonials. What looked like a reliable track record may be an assemblage of falsehoods. What looked like safe intimacy may be the tactics of a con man. Bad motives taint every other aspect of trust.

The acid test aims squarely at this issue of orientation. Whom are you serving? If the answer is, the client, then all is well. No client expects a professional to go out of business serving them — the need to make a good profit is easily accepted.

It’s when the need to run a profitable business is given primacy in every transaction, every quarter, and every sale, that clients call your motives into question. How can they trust someone who’s never willing to invest in the longer term, never willing to compromise, never willing to gracefully defer in the face of what is best for the client? They cannot, of course.

Passing the acid test suggests you know how to focus on relationships, not transactions; medium and long-term timeframes, not just short-term; and collaborative, not competitive, work patterns.

Flunking the acid test means clients doubt your motives. Whether you are selfish or self-obsessed makes little difference to them – the results are self-aggrandizing, not client-helpful.

The paradox is: in the long-run, self-focused behavior is less successful than is client-helpful behavior. Collaboration beats competition. Trust beats suspicion. Profits flow most not to those who crave them, but to those who accept them gracefully as an outcome of client service.

Don’t Be a Social Selling Lemming

I first wrote the below a few years ago – and it’s interesting how well the content, not to mention the message, still rings true today. While social media is probably the fastest evolving marketing and sales tool available, it’s interesting how much of it just hasn’t changed at all. Most of that is the root of it. The point behind it – which is to connect, engage with customers, consumers, fans – and build trust in an online world.

——-

You probably have a social media presence. You might even call it a social media strategy. But is it really strategic? Or is it just a lemming strategy—making you look like a thousand other firms rushing headlong together toward a cliff? There’s a chance your social selling strategy may not be very strategic at all.

Let’s review a few basics about strategy, then come back to the question.

Competitive Strategy Must Differentiate You

First, a strategy that doesn’t distinguish you from competitors’ strategies is not a strategy at all. The whole point of a competitive strategy is to point out why you, in some important way, are different from your competitors.

This is why the pursuit of “best practices” is not only un-strategic, but it’s anti-strategic. The more you adopt everyone else’s best practices, the more you look like everyone else. A “me-too” strategy isn’t a strategy at all.

Economist Mike Porter suggested years ago there are only two kinds of strategies: being a low-cost producer or being a differentiated producer. Differentiation, in turn, can be along product or industry lines. That makes for three distinctive, differentiable strategies. If you are not following one of the three, then you are in danger of being un-strategic.

What does it mean to be un-strategic? It means you present no compelling reason for anyone to hire you—unless you’re willing to cut your price (an act that often lowers your perceived quality anyway).

The Social Media Lemming Strategy

As the popular myth has it, lemmings throw themselves en masse into the waters in a collective undifferentiated rush toward oblivion. Clearly that’s not a metaphor you want your social media strategy associated with.

But there are two huge forces that drive us all in that direction. One is the zero-marginal cost of volume on the Internet. The other is an obsession with metrics in social media.

Zero-marginal cost: As direct marketers found out to their glee when they discovered Internet marketing, the marginal cost of adding another name to your email list is infinitesimal. The result: spam.

The zero-marginal cost feature has likewise encouraged people to build massive databases, expanded Twitter lists, turned “friend” into a verb, and so on. It all costs nothing. If X is good, then X + whatever must be even better, so why not go for it?

Obsession with metrics: The zero-marginal cost factor is a feature of Internet economics. By contrast, the obsession with metrics is a purely human creation. Encouraged by a tsunami of data supply and a desire to appear scientific on the part of dozens of management gurus, the field of business has been overwhelmed by a tendency to mistake a measurement for the thing that is being measured.

This mistake—basically confusing cause and effect—is evident in the ever-finer increments of activity to be found in CRM systems. It’s embedded in the formulaic insistence of learning and development managers that all training must be evidentially behavioral to be relevant. But nowhere has it become more endemic than in the field of social media.

Think Klout: a metric of metrics. Think Twitter: how many followers you have and how many people you follow. Think LinkedIn: how many “contacts” you have. Think about the incredibly complex mix of analytics put out by Google and a thousand website traffic consultants. All are aimed at improving your metrics. And what do they measure? Basically, more metrics. The ultimate substrate of reality (revenue, anyone?) is sorely missing.

Four Anti-Strategic Social Strategies

  1. Promoting the Same Content: Consider one social media “strategy,” exemplified by Triberr but also evident in LinkedIn groups. Join a group, and the agreement is “we’ll all promote each other,” thereby driving up everyone’s numbers. Does the metric work? Sure, it works to drive up metrics. The cost, however, is strategic.

If you and 25 others all agree to auto-tweet everyone else’s blog post, you then have 25 people all tweeting the same content. Their twitter behavior becomes asymptotically identical to each other. The result: mass un-differentiation.

  1. Pumping Up the Numbers: Another social media “strategy” is to simply increase your number of followers. The direct approach is to announce to the world that “I follow.” Thus, any lemming-like-minded twitterer who follows you can automatically expect you to return “the favor,” thereby increasing each of your numbers.

Do the numbers work? Sure. They work to increase your numbers. Eventually, high numbers will get you onto lists—lists like “Top 50 sales bloggers” or similar. Finally, at that point, differences become grossly evident. There really are some true sales experts. And, there are others who got there solely on social media grade inflation. The difference becomes stark. In the sunlight, quality is evident.

  1. No-Value Content: Another social media “strategy” is a perversion of “content marketing.” Originally (and still, for some people), this meant offering high-quality content in an accessible way to help potential customers develop their thinking. But it rapidly succumbed to the “obsession with metrics” rule.

Today, I get at least one invitation a day from fly-by-night auto-emailing outfits asking if they can write “content” for my site or to embed a link in a post I might make available to them. In any real sense of the word, there is no “content” there.

  1. The Aggregation Delusion: Mimicking news sites, this delusion consists of writing zero-insight-added blog posts that have titles that begin with “Top 12 reasons why…” They amount to little more than clickbait, since they consist of regurgitated, even directly plagiarized, content from elsewhere. The purpose is to drive clicks and traffic so that the blogger can show up on lists of clicks and traffic. Again, there comes a point in the actual buying process where buyers easily note the difference between vapor-ware and real content.

Don’t Be a Lemming

When you set out to compete on volume alone, you’re up against some seriously tough competition. There is room for only one low-cost producer in any market, and it’s traditionally the one with the highest volume. In an Internet world of zero-marginal cost and a lemming-like belief that more metrics are better, there is no shortage of people willing to bankrupt you by leading the way to bankruptcy. Don’t go there unless you have deeper pockets than anyone else.

Competing on differentiation is inherently more attractive. But a lemming strategy is equally seductive here: just because you can “move the needle” doesn’t mean the needle is connected to anything real. It’s easy to get lost in the supposedly quantitative world of social media metrics and forget that there’s not necessarily any “there” there.

Ask yourself the tough strategic question: Why, really, am I different? And the equally tough follow-up question: How would a customer be able to really notice and appreciate that difference?

If you’re not seriously asking yourself those questions, why should anyone believe your answers? They may click, but they won’t buy.

Selling from Inside Your Client’s Shoes: Part 2, Execution

I recently wrote about Selling from Inside Your Client’s Shoes

The gist of it was to drill-down into the interior dialogues that we all engage in at the outset of a sales  conversation. (The subject is related to what famed sociologist Erving Goffman explored in the 20th century – we are all actors on varying stages). 

I suggested that much trust creation in sales happens precisely in the opening, small-talk interactions – “small-talk” really isn’t small.  Done right, we can break through our parallel internal rituals and make a trust connection.  Trust in sales is as much about courage and intimacy as it is about preparation and credibility.

But How Do You Do It?

One reader (thanks Rich) said he totally bought the analysis, but took me to task for leaving out the good part – namely how you do this connection thing. How do you make small-talk Big, and truly connect to the feeling of being in the other’s shoes? 

Fair enough. Here we go.

The problem is that we (both our client and ourselves) are acting out pre-rehearsed, pre-scripted dialogues. There may be some room for improvisation, but not much. 

And when we all operate on auto-pilot, everyone’s interior dialogues continue as well, even taking on greater importance (“when’s he going to be done?” “huh just as I suspected,” “gotta pick up milk on the way home” ).

Why We Destroy Real-Talk

What causes this navel-gazing in place? Ironically, it’s a direct result of planning and rehearsing.  That sales program you’ve been taking?  The one that tells you how to set objectives for the meeting, how to articulate your value proposition, and how to handle objections?  That sales program is not the solution (in this instance), it is the problem! 

If all your interactions are “successfully” scripted in advance, do not pat yourself on the back for good planning.  Instead, kick yourself for having turned a potential human interaction into a bloodless, robotic performance.  

Think about it: If a successful sales call can be programmed in advance according to if-then clauses and do-loops, then why not just send in Robo-Seller? Better yet, email it.  

Borrowing from Pogo, we have met the enemy, and it is us. Sales planning and sales training all conspire to render us impersonal, unconnected, and unable to be effective at creating trust. 

The spell needs breaking. The inner dialogue, on each side of the table, has to be exploded and exposed to the bright light of connection. And it has to start with us, the seller. 

How to Break the Spell

The enemy is planning. The cure is spontaneity. You can’t be “real” if you’re not reacting in the moment. 

And the time to ‘get real’ is right at the outset. Make the small talk real. Let the client know that you are showing up in person, right from the outset, fully present and ready to interact. 

Meaning – improvise. React. Be in the moment. Comment, observe, be curious – about something that occurred to you no earlier than 60 seconds ago. 

Yes, I’m serious. Do not script your opening lines. In fact, don’t even think about them. 

I can hear you – “Whoah, that is risky!”

Yes, it is – and that’s the whole point. Think about the message that taking a risk sends. It says:

  • I’m confident in myself, enough to be at ease and relaxed
  • I’m aware of my surroundings
  • I’m paying attention to and focused on the person I’m talking to 
  • I came to bring value by interacting, not by playing a pre-recorded tape.

And if you make a “mistake?” First of all, making a mistake proves you took a risk, which is the whole point. Secondly, the frequency of making ‘mistakes’ is vastly overrated (really, how likely are you to say, “Who’s that ugly girl in the photo? Oops, that’s your daughter?”)

Prepping for Improv

There’s a reason improv comedians are being hired more and more by consultative organizations – what they teach is what we need in this situation. Here are a few tips.

  1. Don’t over-rehearse
  2. 10 minutes before the meeting, go clear your head. Take a walk; breathe deeply; meditate if you’re into it (count to a thousand if you’re not); notice what your senses are telling you (taste? smell? touch? sound? colors?)
  3. In the waiting room – notice stuff without judgment. What magazines are there? Is it cold? How old is this building? Chat up the receptionist about the weather, or how long they’ve been there with the organization.
  4. When you meet your prospect – focus on them. Pay attention to their voice, their pace, their emotional state. Make yourself wonder what’s going on with them?
  5. Say something. Better yet, ask something. Better still, make an observation and ask something.

At the risk of appearing to give instructions, here are some examples of what you might end up saying. These are only examples: you’re not allowed to use any of them :-).

  • Do you folks get fresh flowers in here every day?  Must be nice.
  • Driving in from the City, what a nice commute that must be every day – is that how you come in?
  • Your receptionist tells me you just moved in to this location last month – do you feel settled in yet? 
  • I’m picking up a sense here that you’re really busy today – anything special going on? Do we need to revisit our time contract?
  • Is that really a Rolls Royce I saw in the front parking lot? What’s the story behind that?
  • I confess, I thought the operation here would be somewhat smaller – then I walk in and I see you’ve got four whole floors here. 

The way you get inside your client’s shoes is to get out of your own. That in turn encourages the client to be present with you. When you do that, the ‘small talk’ actually becomes real. It becomes less a mechanical ‘business-only’ interaction, and a more personal one. 

After all – if you’re really interested in a potential relationship with someone, wouldn’t you want to be real with them from the start?

Credibility, Trust and Ignorance

Being right is vastly overrated.

Now, that doesn’t mean that lying is a good strategy. What it does mean is that in the business world, we all too easily conflate trust with credibility, and credibility with expertise.

You don’t have to look too far to find big-name sales trainers and gurus who insist that it is expertise and insights that drive sales success and trust.

I first heard this mantra back in the 70s (and if I were older, I’m sure I’d know of earlier instances).

Well, here’s some truth. People don’t trust you just because you’re smart. And they definitely don’t trust you because you’re a smart-aleck.

In fact, smart is not even a necessary condition for trust – much less a sufficient condition. Further, the role of expertise and insight doesn’t come temporally first in selling – it plays a role in marketing, and then later a role nearer the middle of the sales process.

Credibility, insight, expertise, smarts – all these things do have a role. It’s just not what you may think.

Let me explain a bit further…

——

I long ago attended a sales call with my boss. When asked by the client, “What experience do you have doing this [narrowly defined] kind of work?” he shocked me by saying, “None that I can think of; what else would be useful for us to talk about?”

How is it that we come to influence other people’s ideas? How do we more effectively get others to take our advice? How do we sell more successfully?

The overwhelming answer in the corporate world seems to be, “By getting people to see that we have the right insights and answers.” But that response is very often wrong.

“Being right” turns out to be vastly overrated. Sometimes, even an admission of ignorance is actually a better strategy.

Misconceptions About Trust – How to Gain Credibility

Most of us think something along these lines: “They’ll take my advice (or buy from me, or be persuaded by me) if they think I’m credible. They’ll think I’m credible if I look smart, have great ideas, and have experience. Therefore I’ll tell them about myself, my bright ideas, and my track record at being smart.”

Clients contribute to this subornation by asking us to talk about precisely that (not because they care about the answer, but because they just don’t know what else to ask and don’t want to take the risk of looking foolish themselves).

But credibility isn’t the only element driving trust. And experience and smarts aren’t the only ways to get credibility. Think of the arrogance implicit in saying “let me tell you why I’m the best” before the customer feels you even know their situation. (This is a description of 98 out of 100 cold call emails you get from email “marketers”).

For example, consider humility. Being willing to acknowledge obvious ignorance creates rather than destroys credibility.  The ability to say, as my boss did, “I don’t know,” is an astonishing comment. It communicates ignorance, yes – but it also communicates radical honesty (who is about to doubt an admission of ignorance!).

  • It communicates a sense of self-confidence (“I am secure enough in my worth and my value to admit exactly what I do and don’t know”).
  • It communicates a clear customer-focus – it says, “You asked a good question, and you deserve a straight, no-spin-control answer. Here it is.”
  • It communicates a focus on the long-term – it says, “If this particular piece of knowledge is key, then I may not win this job; but by being always transparent about what I do know, clients will always know they can trust what I say.”

By contrast, leading with smarts alone just says, “I am a database with a protein user interface.”

The Role of Truth

The point is not to adopt a profession of ignorance as a tactic. Nor is it to pursue ignorance as policy. It’s to tell the truth. Your credibility is not just a function of expertise: it’s a result of a complex set of calculations made by someone when they decide whether to believe and trust you when you say something.

Even if people believe you—credibility—that isn’t enough to get you trusted. They must also trust your motives, your understanding of their situation, and your ability to empathize—as they see it.

True credibility comes from letting people see you as you are—not as you would wish they would see you. Transparency trumps expertise. The more you insist on how much you know, the less we believe you: “the lady doth protest too much.” The more willing you are to honestly admit your limitations, the more we believe you. It’s a paradox thing.

No one expects an advisor or salesperson to be perfect—we just want to know where their biases or blind spots lie, whether they know their own biases – and whether they’re capable of admitting them.

That way we can make up our own minds about how much to trust them.

Letting our clients make that decision is, itself, a driver of trust.

Don’t Treat Clients Like Competitors! The Four Principles Of Trust-Based Selling

The words “trust” and “selling” are rarely mentioned in the same sentence, and some people feel that “trust-based selling” is an oxymoron. That says something about the relationships between sellers and their clients.

And it’s one reason that professional services firms don’t like the “S” word. We prefer euphemisms like “business development,” itself phrased in the passive voice as if to distance ourselves as far as possible from the crassness of commerce.

Trust-based Selling® is a principled way of approaching the commercial relationship between two parties. It is not a methodology, or a process model; it can coexist with existing methodologies or processes, as long as they are not manipulative or selfish.

People—including sophisticated clients—are overwhelmingly disposed to buy what they need to buy anyway from someone they trust. They trust people who are trustworthy— worthy of trust. Trustworthiness can be defined as behavior in accord with certain principles.

There are four such principles. Trust-based Selling means applying these principles across all stages of the sales process, all aspects of selling, and all characteristics of the client/professional relationship. Those principles are:

  1. Client focus for the sake of the client;
  2. Medium to long-term perspective;
  3. A habit of collaboration with the client; and
  4. Transparency in all things with the client.

In total, the principles of Trust-based Selling define an alternative to the heavily competition-based paradigm that defines most approaches to selling.

Let’s look first at each principle and its applications.

Client Focus For The Client’s Sake

A lot of what goes by the name “client focus” or “customer-centric” these days is a bit misleading. It is client-focused, all right—but in the same sense that a vulture is client-focused. The focus benefits the seller, not the buyer.

For example, loyalty programs are designed by paying very close attention to exactly what clients are looking for. CRM systems are designed (and sold) to allow very fine analyses of client behaviors and preferences. But in each case, their ultimate purpose is to enhance the bottom line of the seller – not the client.

The more refined and the more pervasive those measurements become, the more obvious it becomes to the client that “having his needs met” isn’t really about him at all. Instead, it’s about getting a greater share of his wallet. When we treat clients like we treat supply chains, they will feel like supply chains. They become means to the seller’s ends, rather than valued as ends in themselves.

Client vulture focus comes from the competitive paradigm: a semi-conscious belief that selling is a zero-sum game in which we compete with our clients.

In Trust-based Selling, client focus is practiced for the sake of the client. This doesn’t mean we are oblivious to the impact on us as sellers, but it does mean we approach clients in fundamentally different ways.

Medium to Long-Term Perspective

A lot of firms feel that their time perspective is reasonable—a bit short-term, perhaps, but not out of line. But look at behaviors.

Most approaches to professional selling are derived from industrial process models; they all have a few things in common. For one, they all have arrows, going from left to right. For another, the last step is almost always “closing,” followed by a feedback loop that says “go back to start and repeat.” That is a short-term model. It’s a transaction model whose end is closing. How much reward does your firm give to maintaining the relationship and how much to the sum of the year’s transactions?

Trust-based Selling focuses on the relationship, not the transaction. This longer-term focus takes care of much of the concern that some people have over the client focus principle. They need not worry that the client will take advantage of free services and bleed the provider dry.

In the long term, it is not just unfair but infeasible for the provider to lose money and the client to make money. In the long term, unequal relationships are simply unsustainable. The discipline of thinking long-term forces provider and client alike to think in terms of win-win or lose-lose, rather than the competitive paradigm of win-lose or lose-win.

A Habit of Collaboration

In most approaches to selling, the firm and client spend most of their time apart from each other. Firms spend the majority of their time imagining what the client might be thinking, how the client might react to our guess about what they might be thinking, and even more time developing elaborate “what-if” scenarios about how to respond to and control the client’s reactions to our guesses. What an elaborate substitute for simply asking clients what they think and talking about it!

Again, the paradigm underlying the usual belief is competition. We act like face time must be “managed,” as if client interactions are theatrical events which require staging and rehearsal.

Trust-based Selling demands collaboration. Significant selling acts are undertaken together. The next time you write a proposal, instead of doing it back at the office and emailing them files, what if you were to book the conference room or set up a videocon and actually write the proposal with the client – with each of you bringing to the process all the information needed to prepare the best proposal possible?

That is collaboration. It doesn’t guarantee you get the job. That’s not the point. The point is to help the client get the best possible proposal while you are secure in the belief that, if you behave consistently in a trustworthy manner, you will get more than your fair share of the business—in truth, much more.

Again, the resistance to collaboration comes from our internalized beliefs that somehow we are in competition with our clients.

Transparency in All Things

Being trustworthy means, above all else, having the client’s best interests at heart. One way to demonstrate this is to be open with them in all our affairs. Conversely, the biggest reason a client might suspect we don’t have their best interests at heart is a sense that we are hiding something. So – make sure your policies are right and then don’t hide anything.

In particular, be willing to discuss sensitive issues like pricing policies, reasons for discounts, leverage models, overhead models, staff assignment models, even billing rates. And be prepared to insist that if you share such information, the client will give you adequate time to do a good job of putting that information in its proper context.

Most firms find transparency the most radical principle of all: “There’s no way we’d tell them our billing rates. They’d freak out!” But they already know you have billing rates and make their own guesses without any context to understand them. Remember your feelings when you first heard your billing rate? Most likely initially you were overwhelmed with responsibility. Later, you started wondering where all that money went.

It’s the same with clients. The solution isn’t to keep secrets from them; it’s to explain reality to them. You gain three benefits by being transparent:

  1. You show you’ve got nothing to hide;
  2. You distinguish yourself by so doing;
  3. If your policies are weak, wrong or inconsistent, you’ll find out fast and have to fix them so they’re stronger—in which case, repeat the first two benefits.

Why do we resist transparency? Again, the culprit is the competitive mindset we bring to bear in selling. In this case, we’re afraid that if we share certain information, the “other party”—in this case, a potential client—will use that information against us, or we will lose advantage. That is the language of competition, not of trusted relationships.

We have to stop viewing our clients as our competitors. What we fear, we empower. If we treat our potential clients as competitors during the sales process, we will end up with competitors.

The cycle has to stop with us. We need to sell from principles of trust, rather than from principles that create more competitors in the very process of gaining clients. Trust begins in the sales process, if we have the courage to put it there.