I have often wondered what makes some salespeople excel while others struggle. Is the ability to sell an innate talent, or can anyone learn it? Interestingly, the most talkative people often perform poorly in sales, while those who listen more and talk less tend to achieve better results.
Research shows that salespeople who actively listen to their clients close 55% more deals than those who don’t. Listening helps build trust and understand clients’ needs, leading to more successful sales outcomes. This week’s discussion centres on the importance of listening in sales and how it can transform your career and boost business performance.
In this week’s XSpace, our topic was “The Art of Selling.” We invited esteemed panelists to delve into this subject and share their insights:
Arthie Moore:
As a professional speaker, strategist, leadership coach for executives, diversity and inclusion specialist, author, and facilitator, Arthie believes that continuous growth, upliftment, challenging mindsets, and innovative thinking will help companies achieve the results they desire.
Siyabonga Mthembu:
An entrepreneur, author, sales coach, vision board facilitator, and speaker. Siyabonga brings a wealth of knowledge in personal development and business growth strategies.
Thando Vimba:
Co-founder and Chairperson of Tech Innovators Hub, offering a variety of services for SMEs based in Mthatha.
Jan Robberts:
Jan works with leaders to discover and solve their challenges so they can lead more effectively with less stress. He is a professional speaker and leadership consultant.
Host: Dr. Arthie, welcome back to our XSpace. Can you please share your insights about sales? What comes to mind when you think about sales?
Dr. Arthie: Sales is a very scary topic for a lot of people. Because for some, it feels confrontational and there’s a lot of fear surrounding it. Personally, I find sales something exciting to embrace. For me, the key aspect is putting people first. The thing that stood out for me was energy first, especially when it came to people. It’s about the energy you create around a conversation to build a beautiful relationship with the person first, getting to know who they are and where they come from.
Creating that foundation of trust and engaging with them is crucial before asking for anything. In my journey with sales, starting from when I was very young, I observed what people did that either pushed someone away or made them uncomfortable. I realized it was more about an energy thing—whether people wanted to be in your space or presence, or whether you created an environment where someone felt safe to express their problems or challenges. Only then could we offer a solution.
Host: I’m glad you mentioned this because, back in the day, I had the opportunity to work in a sales environment. One of the things heavily emphasised was the importance of pushing numbers. You had to speak to as many people as possible in the shortest possible time. It was more about the person selling than the person being sold to.
Dr. Arthie: Don’t you find that this approach leads to more immediate sales? You might close the deal now, but the problem is that the customer doesn’t want you back. Maybe what you sold them wasn’t what they needed, and you missed the chance to build a long-term relationship.
Nurturing that relationship becomes financially viable in the long run. It’s about selling solutions within a relationship, not just products. When both parties have a vested interest in helping each other succeed, the exchange becomes fairer and more sustainable. The fair exchange here is remuneration, but it’s built on mutual success and trust.
Host: Dr. Arthie, in terms of your basic understanding of sales, lead searching, finding clients, and making calls, how do you tap into new opportunities?
Dr. Arthie: One of the best ways I have found is through referrals—word of mouth. John Maxwell mentions in one of his talks that when you’re interacting with people, even at networking events, you should ask, “Who do you know that I need to know?” and then, “Would it be possible to introduce me to them?” You can explain where you’re coming from, the value you’d like to add, your vision, and your purpose, and express your interest in collaborating on that level.
When you look at people, it’s not about whether they are in your industry or not, but rather about who they know that you might need to know. Asking if they would feel comfortable making an introduction can be incredibly powerful. The referral side is massive for tapping into new opportunities.
Host: Let’s move over to you, Thando. Welcome back. What comes to mind when you think about sales and selling?
Thando: For me, sales have always been a critical skill. After graduating, I started my business by going straight to the streets to sell a product. I was cleaning sneakers, and my company was called Mr. Sponge. I had this foam spray that I rebranded and began selling to people. As an entrepreneur, you must be able to sell a service or product.
I like what Dr. Arthie mentioned earlier about understanding your customer rather than just trying to make a sale. I learned how to sell to people on the street by engaging them about my product. The most important lesson I learned in sales is the power of storytelling. Instead of just selling a product, you’re sharing a story.
Rather than saying, “Here is the product; it’s R50,” you’re offering a narrative. People don’t just buy products; they buy you and your story first. They like you and the solution you’re offering to their problem. If your product addresses their pain points, whether it’s an app, a physical product, or a service, you can sell it more effectively because you’re not just looking at it from one perspective.
These were key lessons I learned while building my business. Now that I’m in the tech space, it’s even more intricate and crucial to understand your demographics and customers thoroughly—from their spending habits to how they think.
Host: Jan, I heard that you are joining us from Scotland. What can you share with us about the art of selling?
Jan: Yes, I’m in Scotland, in the northern part, and it’s such an absolute pleasure to be on this programme. I was listening to it last week while on a train to London. As Dr. Arthie mentioned earlier, selling is indeed a very scary subject for many people, including myself.
Most of us aren’t prepared for it. When you work for an employer and receive a regular paycheck, you have a certain level of comfort. But when you decide to take the entrepreneurial route to gain more control over your life, you wake up one morning and realise you are it—you are responsible for everything.
We’ve heard so many negative stories about salespeople, such as the pushy second-hand car salesman or the relentless telemarketer, which only adds to the fear surrounding sales. There are plenty of hard skills we need to master, like financial management, planning, and goal setting. But, as Dr. Arthie and Thando have emphasised, connecting with people is crucial.
I’m passionate about heart-centred sales and even have a heart-centred sales course. When people say they can’t sell, I often ask, “Are you married?” If they say yes, I tell them they have already sold themselves successfully.
We have a fear of rejection and worry that people won’t like us. My friend and personal mentor, Les Brown, who is the number one speaker in the world, has a wonderful story. When he was younger, he needed to make a living and was selling televisions, which weren’t selling at the time. His friends had given up and gone home, but he said he couldn’t go home without at least one sale. By 9:00 at night, he had made a sale. This story illustrates the determination and perseverance required in sales.
Host:Siyabonga, you are a sales coach and a familiar face here at TransformSA. In your point of view, what is sales and what is it not?
Siyabonga: In my experience, sales is something we all do as humans. Just being here today, you had to sell the idea that participating in this session would be beneficial for learning and networking. Even as a parent telling your child what to do, you are selling your idea of how things should be done.
A lot of people think sales is solely about exchanging a product for money. However, sales is about taking your idea and presenting it to others. By ‘idea’, I mean whatever you believe in and stand for—something you share with others. When they accept your idea, a sale has been made.
Many people confuse sales with merely pushing numbers. When Dr Arthie mentioned the importance of connecting with people, I thought that summed it up perfectly. Sales is all about connection. You need to connect with people to understand their pain points, so you can offer your product or service as a solution to their challenges.
You can’t truly understand people without connecting with them first. This is a critical aspect that many fail to grasp. Building connections with people increases your chances of closing a sale. When you establish a genuine connection, you pave the way for a more successful sales relationship.
Host:
It seems all the panelists agree about the importance of building a connection. What I would like to know is how do you build a connection?
Siyabonga: One thing I’ve discovered lately is that there isn’t a one-size-fits-all blueprint or system you can give someone and guarantee they will make a sale by following it step-by-step. That’s only half the truth. The first thing to understand is that every sale is different, and how people react to you will determine how you interact with them.
You could close two sales one after the other with completely different pitches, depending on how the potential client received you. While we can use a template as a guideline, it’s crucial to understand the problem you’re solving for your target market.
To be in a position to close a sale, you need to understand the problem you’re addressing. This principle applies broadly to entrepreneurship, but it’s especially relevant to sales. Knowing the problem your potential clients are facing allows you to communicate your solution effectively.
The best tool for salespeople is listening. You must listen to what people are saying to understand their needs and challenges. This listening allows you to tailor your approach and offer a solution that genuinely addresses their problem, thereby building a strong connection.
Final Thoughts
Throughout our discussion, our esteemed panellists emphasised the importance of building genuine connections in sales. Dr Arthie highlighted the necessity of creating a trust-based environment and focusing on energy and relationships rather than just transactions. Thando shared his journey from selling on the streets to understanding the deeper aspects of customer engagement, emphasising storytelling and addressing pain points. Jan brought in the concept of heart-centred sales, stressing the importance of authentic connections and overcoming the fear associated with selling. Siyabonga reinforced the idea that sales are about understanding and addressing client needs through active listening and personalised solutions.
Five Tips for Selling:
- Focus on Building Relationships: Prioritise creating trust and understanding with your clients before trying to make a sale. This foundation can lead to long-term business relationships and repeat customers.
- Understand Your Customer’s Needs: Invest time in learning about your customer’s pain points and challenges. Tailor your pitch to offer solutions that directly address these issues.
- Use Storytelling: People connect with stories more than they do with products. Share your journey, your vision, and how your product or service can make a difference in their lives.
- Ask for Referrals: Leverage your network by asking satisfied customers to refer you to others. A personal recommendation can be a powerful tool in gaining new clients.
- Listen Actively: Pay attention to what your potential clients are saying. This will help you understand their needs better and allow you to offer solutions that are truly relevant to them.