What’s the first step of every baking recipe? Preheat the oven. The same is true in selling.Begin by warming up the relationship. That means having the right mindset and being genuinely interested in the other person. People buy from people they know, like, and trust, so approach them with a warm smile, a disarming demeanor, and a sincere desire to serve them.
Research shows that two of the best ways to connect with people are finding something in common and offering something of value. In your initial conversation, look for commonalities. Do you live in the same town?Work out at the same gym? Have kids in the same school? Humans naturally gravitate toward those who share similarities, so discovering common ground strengthens our connections.
What can you offer of value? A free consultation?Booklet?Branded gift? Humans are hardwired to return favors. By doing something kind for them, you’re more likely to get a positive response to your proposal.
Many people think the key to selling is learning how to talk better. The opposite is true. The key to selling is learning how to listen better. Aristotle, the father of influence said,“Nothing is more affirming to the human spirit than being understood. Understanding is the key to influence.”Your goal with every conversation should be to let the person know you understand them. And that starts by asking good questions.
There are two types of questions—tactical and strategic. Tactical questions are narrow and focused, such as “What size? What brand? What’s your budget?” There is a time and a place for tactical questions, but you’ll be more successful if you begin by asking strategic questions. These question stap into a person’s emotional drivers, which is where true motivation lies. Ask questions such as, “If you could wave the magic wand and have the perfect vacation, what would it look like? What do you want to remember most?What are the things you’d like to avoid?”
The single biggest mistake salespeople make is skipping the first two steps—Connect and Understand.Instead, they dive straight into pitching. Pitch. Pitch. Pitch. This approach is a major turnoff and contributes to the negative reputation many salespeople have. When you invest time in the first two steps, however, your prospective customer will see you as a trusted advisor, not just someone pushing a product for a quick sale.
To ensure success, summarize the key points they shared and tailor your product offering accordingly.Most importantly, avoid using the same description each time.Instead, customize your description to align with the insights you gathered in theUnderstand phase.
So, if you want to have your cake and eat it too, follow the lead of the professionals—practice your craft. Hone, refine, and improve your skills.And remember, if you want to boost your sales, use this easy-to-remember recipe: Connect. Understand. Present. Master these steps, and selling will be a piece of cake.
Launching a new product takes a lot of energy—market analysis, product development, gaining approvals, and crafting the marketing plan. So, it’s no surprise that sales training, the final step, often gets overlooked or rushed.
Even if you know the content inside and out, an old PowerPoint likely isn’t tailored for a sales audience. Salespeople need training that speaks to their needs, challenges, and goals—not just a repurposed presentation for a non-sales crowd.
You’ve spent months—perhaps even years—developing the new product, and you’re eager to share it. But don’t assume the sales team feels the same way. For many, this may be their first exposure to the product, and it could disrupt their established way of selling. They may even resent the time spent in training if it feels like more of a chore than a benefit.
Product leaders often get excited about their new offering and want to share every detail with the sales team. But too much information can lead to overwhelm, confusion, and ultimately lost sales.
Telling isn’t training. Salespeople are results-driven and focused on high-impact activities, so their attention can quickly fade during training that doesn’t directly tie to their goals. Simply delivering information won’t build the skills or confidence needed to find prospects and close deals. Sales professionals thrive in training that’s practical, interactive, and grounded in real-world application.
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