Contrary to popular belief, the job of a sales professional isn’t to persuade someone to buy a product or service. Instead, it’s to make people feel connected, interested, understood, and valued. In other words, we need to learn what’s most important to the buyer and help them obtain or achieve that. In this way, we’re influencing, rather than persuading.
It’s not about getting what we want. It’s about helping people get what’s important to them.
Selling is helping.
Today’s guest is Andy Paul. Andy is a three-time author, most recently of the forthcoming Sell Without Selling Out (to be released 02/22/2022). Today, he walks us through each of the four pillars of human-centered selling (connection, curiosity, understanding, and generosity) to explain how to achieve sales success by understanding what matters most to the buyer.
In addition to being an author, Andy is the host of The Sales Enablement Podcast and a speaker on the human-centered sales process at AndyPaul.com. He’s also the founder of The Sales House and has held sales leadership roles like VP of Business Development for Avaak (acquired by NetGear) and VP of Sales at Viasat Inc.
Andy himself underwent a paradigm shift early in his career. Today, he shares a story in which he was sitting across the desk of his ideal buyer but felt completely tongue-tied when asked the question, “Why should I do business with you?” What the buyer really wanted to know was how Andy was going to help them. But Andy didn’t have what he felt was the best answer.
At this moment, Andy realized selling wasn’t about just selling your product to anyone. People aren’t numbers, targets, or quotas. And for Andy, this became the cornerstone of human-centered selling. Today, he shares the importance of asking yourself: Why should people do business with you? What return on their time and investment are you providing? How can you help buyers achieve what’s important to them?
Join us as Andy and I also discuss:
• How buyers experience their interactions with sellers
• What the differences are between sales bosses and sales leaders
• Why you should develop your own individual selling process
• How to promote human centricity in our sales approaches
• What the four pillars of human-centered selling are
The 4 Pillars of Selling Without Selling Out
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Video Highlights: The 4 Pillars of Selling Without Selling Out
Check out the top five video highlights from the discussion with Andy Paul…
1. Customer Experience is What’s Important to The Buyer
2. Why Sellers Sell Out
3. Return on Time and Attention
4. Four Pillars for Better Sales and a Better Life
5. Humans, Bots, and Managing Risk
Links Related to This Conversation:
Other Episodes You’ll Enjoy:
- Episode 16 with Charlie Green, “Better Ways to Build Trust with Your Customers“
- Episode 47 with Brian Robinson, “Asking Better Sales Questions for Greater Sales Success“
- Episode 177 with Howard Brown, “Empathy, Listening, and Human Centricity“
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