In a recent episode hosted by John Golden engages in a compelling conversation with Jacob Hicks, a seasoned mentor and sales coach based in Des Moines, Iowa. The episode delves into the concept of “sales identity,” which Jacob defines as understanding one’s core motivations or “why” in the sales process. This understanding is crucial for navigating the ups and downs of a sales career, especially for entrepreneurs who may not initially see themselves as salespeople.
Understanding Sales Identity
The Foundation of Sales Success
Jacob emphasizes that establishing a sales identity is foundational for success in sales. He explains that sales can often feel like a roller coaster, with its inherent challenges and fluctuations. By understanding their “why,” sales professionals can maintain focus and motivation, particularly during tough times. For many entrepreneurs, the realization that they must engage in sales—even if it’s not their favorite aspect of business—is vital. Jacob advises that setting up a business to facilitate selling while still providing value to potential customers is essential.
Embracing Discomfort for Growth
Jacob begins by addressing a common misconception among individuals who may identify as introverts or those who are uncomfortable in social situations. He emphasizes that one does not need to undergo a drastic personality transformation to succeed in sales. Instead, he advocates for the idea of “getting comfortable with being uncomfortable.” This approach encourages individuals to stretch their comfort zones gradually.
Actionable Tip:
- Set Manageable Goals: If you typically avoid networking events, set a goal to attend one event per month. Focus on establishing one meaningful connection at each event rather than overwhelming yourself with numerous interactions.
Embracing the Sales Role
Overcoming the Fear of Sales
John and Jacob discuss how many entrepreneurs view sales as a necessary evil rather than an integral part of their business. Jacob points out that many people feel uncomfortable with sales, often fearing they are bothering potential customers. He reassures listeners that this is a common misconception; people are often busy and may not respond immediately, but that doesn’t mean they aren’t interested. The key is to approach sales from a place of value, offering insights and solutions rather than simply pushing for a sale.
Actionable Tip:
- Value-Driven Approach: Focus on how your product or service can solve a problem or add value to the customer’s life. This mindset shift can make sales feel less intrusive and more helpful.
The Importance of Active Listening
The Power of Silence
A significant part of effective selling is active listening. Jacob highlights the importance of allowing space for potential customers to think and respond. Many salespeople struggle with silence, feeling the need to fill every gap in conversation. However, Jacob argues that pauses can be powerful, allowing customers to reflect and engage more deeply with the conversation. This skill is particularly important when asking challenging questions, as it encourages thoughtful responses.
Actionable Tip:
- Practice Active Listening: During sales conversations, consciously allow pauses after asking questions. Resist the urge to fill the silence and give the customer time to think and respond.
Tailoring Your Approach
Understanding and Adapting to Personalities
Jacob also discusses the importance of understanding one’s own sales style and adapting to the personalities of others. He mentions the concept of “mirror and match,” where salespeople adjust their communication style to align with that of their customers. This adaptability can significantly enhance engagement and rapport. Jacob stresses that knowing oneself—understanding personal defaults and sales styles—is just as important as understanding the customer’s preferences.
Actionable Tip:
- Mirror and Match: Observe your customer’s communication style and adjust your approach to match their pace, tone, and body language. This can help build rapport and make the customer feel more comfortable.
The Power of Follow-Up
Consistent Engagement
Another critical point in the conversation is the significance of follow-up in sales. Jacob notes that many sales are made after multiple interactions, often between the 10th and 15th follow-up. He encourages sales professionals to view follow-up as an opportunity to provide ongoing value rather than a chore. Consistent engagement keeps salespeople top-of-mind for potential customers, increasing the likelihood of closing deals when the timing is right.
Actionable Tip:
- Structured Follow-Up Plan: Develop a follow-up schedule that includes multiple touchpoints over time. Use each interaction to provide additional value, such as sharing relevant articles, case studies, or insights.
The Role of AI in Sales
Balancing Automation with Personalization
As the conversation progresses, John and Jacob delve into the impact of artificial intelligence (AI) on the sales landscape. Jacob expresses enthusiasm for AI, particularly in writing and automation. He believes that while AI can assist with routine tasks, the human element of relationship-building in sales will always be essential. Jacob warns against relying solely on AI for communication, as personalized interactions are crucial for building trust and rapport.
Actionable Tip:
- Leverage AI Wisely: Use AI tools to automate routine tasks and gather insights, but ensure that your customer interactions remain personalized and genuine.
Embracing Change and Experimentation
Adapting to the Evolving Sales Landscape
Looking ahead to 2025, Jacob advises sales professionals and entrepreneurs to become comfortable with discomfort and change. He emphasizes the importance of experimentation and being open to new ideas and technologies. By embracing change, salespeople can enhance their skills and adapt to the evolving landscape of sales.
Actionable Tip:
- Continuous Learning: Stay updated with the latest trends and technologies in sales. Experiment with new tools and techniques to find what works best for you and your customers.
Conclusion
In summary, this episode of SalesPOP! provides valuable insights into establishing a strong sales identity. Jacob Hicks shares practical advice on understanding one’s motivations, the importance of active listening, adapting to customer personalities, the power of follow-up, and the role of AI in sales. As the sales landscape continues to evolve, embracing change and focusing on building genuine relationships will be key to success.
Key Takeaways:
- Understand your “why” in sales to maintain motivation.
- Embrace discomfort and gradually expand your comfort zone.
- Approach sales from a place of value, not just pushing for a sale.
- Practice active listening and allow pauses in conversations.
- Adapt your communication style to match your customer’s personality.
- Develop a structured follow-up plan to stay top-of-mind.
- Use AI tools wisely, balancing automation with personalization.
- Stay open to change and continuously experiment with new ideas.
By following these actionable tips and insights, sales professionals and entrepreneurs can enhance their sales effectiveness and achieve long-term success. For further guidance on your sales journey, consider connecting with Jacob Hicks for personalized coaching and mentorship.
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.
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