When Business Meet the Flames: A Tale of a Skyscraper
A sales journey of crossing the chasm ignited by courage. And urgency.
— By Vladimir Super-BusinessDad —
Suddenly, you find yourself in a challenging and unforgiving world, where survival is paramount. It's not just about your personal well-being; you must also secure your family's prosperity. You're diligently working in a field you were educated for, and your professional expertise is unquestionable. However, it may seem like you're falling short of your desired goals. What can you do to bridge that gap?
TL;DR
Sales Transformation: The blog discusses a personal journey from a negative perception of sales to a realization that it can be about solving problems, not just making sales.
Burning Skyscraper Analogy: A powerful analogy involving a person standing on a plank between two skyscrapers, illustrating that urgency and motivation can lead people to take action.
Becoming a Successful Salesperson: To succeed in sales, you must adopt an advisor mindset, prioritize trust and competence, and genuinely care for your clients, aiming for long-term success rather than short-term gains.
The ugly duckling of sales
Throughout my life, I couldn't bear salespeople. My image of a salesperson was a pushy individual attempting to sell me an expensive vacuum cleaner I didn't need. It was always a notion at the back of my mind that selling equated to manipulation and even fraud. Carrying this perception of sales as a burden, I embarked on the initial stages of my career journey.
…or is it a swan?
As I walked through the corridors of the bank where I began my career, a man approached me. He moved with the kind of self-assuredness that made the entire building seem like his domain. His confidence was nothing short of astonishing. Why? What was the reasoning behind this?
This man was the head of the corporate division, responsible for allocating the bank's resources to large companies. He had control over hundreds of millions of dollars. His clients knew him, and he facilitated substantial loans for them. The bank, in turn, reaped considerable profits from the interest on these loans.
If "the man" were to depart from the bank, most of the clients (or partners) would likely follow him to another institution, fully aware that he would secure favorable deals for them. The CEO knew who brought in the money, as did the bank's owners. Consequently, "the man" was nurtured, cared for, and provided with the most generous financial package he could ever dream of.
There is undoubtedly something about sales that elevates people to cloud nine. I believed it was worth investigating this subject.
Story of a burning skyscraper
My company organized a four-day sales course, and I eagerly applied. On the first day, at the beginning of the first session, the lecturer asked each of us to provide our own definition of sales. The answers varied, yet they all made sense. "Exchanging resources of lower value for those of higher value," one person offered. Another said, "Persuading someone to part with their money in exchange for something." You get the idea. The lecturer turned the flip chart to a fresh, blank page and began to draw...
"This is a man standing on a wooden plank. The plank is 20 meters long and half a meter wide, resting on the floor. At one end of the plank, there is a bulk of $1,000. Will he cross to pick them up?"
"Of course," we all agreed.
"Of course. Now, I will elevate the plank and place chairs beneath it on both sides. Will he still cross to pick up the money?"
"Yes."
"Let's make it more interesting. I will place the same plank between two 100-meter-tall skyscrapers. Will our guy cross the 20-meter-long distance to pick up the $1,000 prize?"
We understood the challenge. Most of us wouldn't risk it. The fear of falling was too great.
"Yes, he probably won't cross. But what can we do to make him cross to the other side?" the teacher asked.
Most of us agreed that the prize needed to be increased. We wouldn't risk our lives for $1,000, but we thought we might find the courage for a million dollars.
And then the teacher said something I'll never forget:
"Will the person move forward if the skyscraper he's standing on starts to burn?"
The revelation was astounding. Absolutely, we would probably run to the other side, even if there was no prize there at all.
This profound discovery completely changed my perspective on sales as a skill. There is a much larger force that can motivate people to take action, make a purchase, or move forward, as long as we can vividly illustrate the urgency, the burning skyscraper they're standing on if they remain inert.
Modern salesman as a problem-solver
If we approach our role as salespeople with the mindset of taking people's money and providing nothing in return, we won't succeed in the long run. Deception may work temporarily with a few individuals, but it's not a sustainable strategy for building a successful and respected business. The only path to becoming well-compensated, esteemed, and flooded with sales leads is to act as an advisor. Your role is to guide and assist the buyer, addressing their problems and taking on the responsibility of:
Identifying their problem and making it your own
Finding a solution
Demonstrating your proficiency in solving it
Highlighting what sets you apart from the competition
This comprehensive approach establishes two essential prerequisites for closing a sale:
Building trust
Demonstrating competence
Your goal is not to become a short-lived sensation but to endure and expand your business. Treat your clients with fairness and provide an exceptional product or service, all while demonstrating genuine care. By adopting this approach, your existing clients will return, and positive word-of-mouth will bring in new ones.
Immediate Action: Three Key Steps to Implement Now
In our fast-paced world, pragmatism is essential. I'm here to provide you with three actionable steps you can take today to enhance your sales skills.
Visualize the Burning Skyscraper: Imagine the potential negative consequences your client might face if they remain inactive and don't make a purchase. Identify at least one significant concern that could motivate them.
Be an Advisor, Not a Faker: Put yourself in the client's shoes and be completely transparent. Address all the aspects you would expect as a client. Building trust is your primary goal.
Care for the Whole Package: Take responsibility for all aspects of the client's problem and actively seek solutions. Demonstrate your deep understanding of the problem and your competence in resolving it. This will highlight your expertise.