In a recent episode of the expert insight interview, John Golden with Dr. Ken Keis, a globally recognized behavioral assessment strategy authority and the CEO of Consulting Research Group International. The discussion centered around a critical issue in the sales industry: the disconnect between how salespeople sell and how buyers prefer to buy. Dr. Keis shared valuable insights into the evolving landscape of buyer behavior and provided actionable advice for sales professionals looking to adapt and thrive.
The Changing Landscape of Buyer Behavior
Understanding the Disconnect
Dr. Keis began by highlighting the significant shifts in buyer behavior over the years. He noted that while buyers have evolved, sales practices have been slow to adapt. This lag creates a gap where sales strategies do not align with the expectations and preferences of modern buyers.
Key Takeaway: Sales professionals must recognize that traditional sales methods may no longer be effective. Adapting to the changing preferences of buyers is crucial for success.
Personal Anecdote: The $75,000 Truck
Dr. Keis shared a personal anecdote about a friend who recently purchased a $75,000 truck in cash but faced numerous hurdles during the buying process. This experience illustrates the frustration buyers often encounter when sales processes do not accommodate their needs.
Actionable Advice: Salespeople should streamline their processes to make buying as easy and frictionless as possible. Understanding and addressing the pain points in the buyer’s journey can lead to a more satisfying experience for the customer.
The Need for Authenticity and Transparency
Authentic Engagement
A key theme in the conversation was the importance of authenticity and transparency in sales. Dr. Keis argued that buyers today are savvy and can easily see through manipulative sales tactics. He recalled a time when he was involved in a sales training program for a Fortune 100 automotive retailer. During the training, a sales representative admitted to having learned how to “fake authenticity.” This admission underscores the need for genuine engagement rather than superficial interactions.
Key Takeaway: Authenticity builds trust. Sales professionals should focus on genuine interactions rather than trying to manipulate the buyer.
Building Trust
Dr. Keis emphasized that building trust with buyers requires understanding their needs and preferences. He advocated for a sales approach that prioritizes the buyer’s perspective, encouraging salespeople to engage in meaningful conversations rather than relying on outdated closing techniques.
Actionable Advice:
- Listen Actively: Pay attention to what the buyer is saying and respond thoughtfully.
- Be Transparent: Share information openly and honestly.
- Show Empathy: Understand and acknowledge the buyer’s concerns and needs.
The Role of Emotional Intelligence
Importance of EQ in Sales
The discussion also touched on the significance of emotional intelligence (EQ) in sales. Dr. Keis pointed out that many sales representatives lack the necessary EQ skills to connect with their customers effectively. He stressed the importance of self-awareness in understanding one’s own selling style and how it impacts interactions with buyers.
Key Takeaway: Emotional intelligence is crucial for building strong relationships with buyers. Sales professionals should work on developing their EQ skills.
Self-Awareness
Dr. Keis introduced the concept of self-awareness as a foundational element in effective sales. He explained that self-awareness leads to self-management, which ultimately fosters self-mastery.
Actionable Advice:
- Self-Assessment: Regularly evaluate your strengths and weaknesses.
- Seek Feedback: Ask for feedback from colleagues and clients to better understand how you are perceived.
- Continuous Improvement: Work on areas that need development and strive for self-mastery.
Understanding Buying Styles
Recognizing Different Buying Styles
Dr. Keis introduced the concept of “buying styles,” which refers to how individuals prefer to make purchasing decisions. He explained that some buyers may require detailed information and time to deliberate, while others may prefer a quick decision-making process.
Key Takeaway: Recognizing and adapting to different buying styles is crucial for sales success.
Tailoring Your Approach
Dr. Keis encouraged salespeople to pay attention to buyers’ cues, such as their body language and the materials they bring to meetings, and tailor their approach accordingly.
Actionable Advice:
- Observe and Adapt: Pay attention to the buyer’s behavior and adjust your approach to match their style.
- Ask Questions: Engage the buyer in conversation to understand their preferences and needs.
- Be Flexible: Be prepared to change your strategy based on the buyer’s responses.
The Importance of Curiosity
Genuine Curiosity
Another vital aspect of successful selling discussed in the episode was the need for insatiable curiosity. Dr. Keis argued that genuine curiosity about a buyer’s business, challenges, and industry can set successful salespeople apart from their less effective counterparts.
Key Takeaway: Curiosity leads to deeper insights and stronger relationships with clients.
Asking Thoughtful Questions
Dr. Keis emphasized that asking thoughtful questions and actively listening to the answers can lead to deeper insights and stronger relationships with clients.
Actionable Advice:
- Research: Learn about the buyer’s industry and business before the meeting.
- Ask Open-Ended Questions: Encourage the buyer to share more about their needs and challenges.
- Listen Actively: Pay attention to the buyer’s responses and ask follow-up questions to gain a deeper understanding.
The Impact of Leadership on Sales Culture
Role of Leadership
The conversation also delved into the role of leadership in shaping sales culture. Dr. Keis noted that toxic sales leadership can create a fear culture, ultimately hindering sales performance.
Key Takeaway: Effective leadership is crucial for creating a positive sales culture.
Transforming Sales Culture
Dr. Keis shared a recent experience with a new coaching client, a sales manager who transformed her team’s culture by shifting from a manipulative approach to one that nurtures and supports sales representatives. This change improved team morale and led to better sales outcomes.
Actionable Advice:
- Lead by Example: Demonstrate the behaviors and attitudes you want to see in your team.
- Support Your Team: Provide your sales representatives the necessary resources and support to succeed.
- Foster a Positive Culture: Encourage collaboration, transparency, and continuous improvement.
Self-Awareness as a Key to Success
The Critical Role of Self-Awareness
A recurring theme in the episode was the critical role of self-awareness in achieving success, both in sales and in life. Dr. Keis referenced a study revealing a significant disconnect between how individuals perceive themselves and others.
Key Takeaway: Self-awareness is essential for personal and professional growth.
Investing in Personal Development
Dr. Keis encouraged listeners to invest in their personal development, just as they would maintain their homes. He believes that self-reflection and a commitment to continuous improvement are essential for anyone looking to excel in their career.
Actionable Advice:
- Reflect Regularly: Take time to reflect on your actions and behaviors.
- Set Goals: Identify areas for improvement and set specific, measurable goals.
- Seek Learning Opportunities: Continuously seek opportunities for learning and development.
Conclusion: Bridging the Gap Between Selling and Buying
In conclusion, this episode provides valuable insights into the evolving landscape of sales and the importance of aligning sales practices with buyer preferences. Dr. Ken Keis emphasizes the need for authenticity, emotional intelligence, curiosity, and self-awareness in sales. By understanding the unique buying styles of customers and adapting their approach accordingly, salespeople can build trust and foster meaningful relationships.
The conversation serves as a reminder that successful selling is not about manipulation or pressure tactics but about genuinely serving the needs of the buyer. As the sales landscape continues to change, those who embrace these principles will be better equipped to thrive in a competitive market.
Final Thoughts:
- Embrace Authenticity: Be genuine in your interactions with buyers.
- Develop Emotional Intelligence: Work on your self-awareness and self-management skills.
- Stay Curious: Continuously seek to understand your buyers’ needs and challenges.
- Invest in Personal Development: Commit to continuous improvement and self-mastery.
By following these principles, sales professionals can bridge the gap between selling and buying, creating a more effective and satisfying experience for both themselves and their clients.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
Comments