Sales isn’t just about driving conversions. That seems counterintuitive, but experienced reps and sales managers know it’s true. The real power of sales lies in the relationship between service providers and clients. By building a bond of trust, you transform a single conversion into a thriving partnership. 

So how do you make it happen? To start, reps need to rethink the process to prioritize listening over speaking. 

Give Prospects What They Want

Potential customers want great products, outstanding service, and a competitive price. According to research from HubSpot, there’s something else they want even more: listening. When asked what made for a positive sales experience, survey respondents were looking for: 

• Someone to listen to their needs (69%)
• Relevant information (61%)

No matter how advanced your offerings are or how compelling your sales team can be, it won’t matter if clients don’t feel like they’re being heard. If your reps share the same generic materials at every presentation, there’s a good chance that listening isn’t happening. 

How to Show You Get It

This doesn’t mean your team has to be psychic. Instead, they need to do their homework and listen more than talk. When meeting with a new lead, reps should ask questions – lots of questions. Make sure to spread them out throughout the conversation so it doesn’t feel like an interrogation. But rather than launching into selling your products, sales should focus on understanding the client’s goals. Ask questions like:

• What are your highest priorities for the next 6 months?
• How has COVID-19 impacted your business?
• If you could solve one problem for your business, what would it be?

With this information, your team can tailor messaging exactly to the client’s needs. Instead of assuming the same marketing materials work for everyone, they’ll have a better understanding of which information will be most useful. Clients will appreciate the personalized approach, and you’ll see fewer delays, streamlining the process for all. 

Data-Backed Sales

With StorySlab, a done-for-you sales enablement app, it’s easy to curate materials and share them in a format that works across every device. Reps can personalize the materials further with client-specific notes that anticipate questions and concerns, giving the prospect confidence that you hear their needs loud and clear. 

You’ll also get a crystal-clear picture of how prospects use your content. By sending content via the app, you can track which items were engaged with and which failed to generate interest. That means the rep can reach out with additional information and be prepared for the next meeting with clear insights. The result? Customers feel heard and reps build productive relationships that serve both parties well into the future. 

Learn More about StorySlab

If your reps are guessing about what clients want, they may leave prospects feeling unheard. Help them forge the connections they need to sell more effectively with StorySlab. To get started, request a demo today or contact us for additional information.