We know from our sales leadership simulation assessment data that the best salespeople consistently strike the right balance with their ideal target clients. While some sales experts tout that you should push a customer in sales by debating and challenging, our data paints a different picture.
Very few sales people aggressively push a customer in sales and build long-term and profitable customer relationships. We know from solution selling training data that top sales reps strike the right balance between challenging a customer’s thinking and meeting customers where they are.
This nuanced approach to complex selling all comes down to deeply understanding your customers and putting them, and their needs first and foremost – before you, your ego, and your sales targets. This is critical to sustainable sales success because buyers want to buy trust and value; they do not want to be coerced into a sale.
Striking the Right Balance: Pull vs. Push a Customer in Sales
The art of striking the right balance between assertiveness and customer-centricity and customer respect boils down to a few key elements.
- The Sales Basics are a Ticket to Play the Game
All sales reps need to be willing to do what it takes to help their customers, show caring, solve problems, build strong relationships, communicate clearly, listen actively, do what they say they will do, follow the current sales process, and know their stuff. (e.g., products, solutions, pricing, industry, etc.)
These solution selling attributes do not create high performance; they are required for average sales performance. If your sales reps struggle in these areas it is time to assess their sales skills and close the gaps with fundamental business sales training.
Has your sales team mastered the consultative selling basics? - It All Starts with Customer Centricity
High performing solution sellers view customers not as mere transactions but as unique individuals with unique needs, preferences, and challenges. This human- and customer-centric approach involves active listening and genuine curiosity about the personal and professional success of the customer and their business. That means investing in the business acumen and sales skills required to uncover a customer’s value drivers and priorities at the individual, team, and organizational levels.
Only then can you articulate meaningful and impactful options to truly help your customer to succeed.
Can you sales team uncover the spoken and unspoken customer pain points in a way that leads to a mutually beneficial solution? - Guide and Pull, Don’t Push
Buyers are unreceptive to undue pressure. Sales reps who forcefully push a product are relegated to transaction conversations and transactional results because of the distrust and discomfort they create. To rise above the noise, sales professionals should thoughtfully guide customers through a collaborative exploration of options and solutions – even if this leads customers to competitors. This involves asking probing questions to uncover the customer’s key challenges and jointly identifying the best-fit solutions.
Buyers appreciate being guided by trusted advisors who understand their unique challenges.
Can your sales team ask effective questions in a way that pulls a customer into a conversation where their needs take center stage?
The Bottom Line
Striking the right balance in pushing customers during sales requires finesse and a customer-centric mindset. Marked by a deep understanding of customer needs, a focus on building trust, and a commitment to adding value, sellers can create lasting partnerships that go beyond transactions.
To learn more about how much should you push a customer in sales, download Are Your Sales Reps Leaving Money on the Table?