The One Key to Successful Sales — and Life, by Robert Hruzek
Note to Reader - My friend Robert Hruzek is kicking off a few days of guest posts with this fabulous (and ambitiously titled) entry. I’m so grateful to Robert and other writers who are giving me some much-need free time. Enjoy!
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Many thanks to Brad for daring (brave soul that he is) to allow me to guest here at Word Sell. I mean, it’s really a stretch for someone like me to be here. Why, you ask? Well, I suppose I’d better start with a confession: The fact is, the idea of going out and selling something – anything – pretty much causes me to run screaming into the night (sound of terrified screaming as I run into the night).
Now, I know what you’re probably thinking. In truth, we’re all in sales to one degree or another. I mean, every time we present our own ideas in order to, for instance, persuade somebody we’re right, convince them to do things our way, or that they need to hire us, follow us, or marry us – well, that’s a sales job if there ever was one, right? I’ll give you that one.
But what I’m talking about is when the sale of your product or service is the outright purpose of your being, if you get my drift. Your task is to convince another (presumably) rational human being of four things: 1) That they have an indisputable need for what you have, 2) it meets their need(s), 3) yours has the best value/price/features or whatever the differentiating factor is, and 4) they simply can’t live without it.
Now c’mon, admit it. In most cases, the sad truth is what you have to offer probably isn’t actually needed by everybody, right? So what do you do? You find and target the market – the segment of the population that can use it. Unfortunately, most products aren’t universal in scope and thus aren’t needed by everyone. (Thus marketing was born.)
But what if you did have a truly universal product? (Or at least one that’s virtually universal; there’s always going to be holdouts. Even if your product was, say, air, there’d probably be some yokel who thinks he can “hold off”. But I digress.) You’d think in that case the sales job would be easy, right?
Well… allow me tell you a story.
A Sad, Sad History
In addition to my usual full-time job, like many folks I’ve had my share of jobs on the side. I mean c’mon; whose bank account can’t use a little extra moolah every now and then, you know? Unfortunately, they’ve almost always involved sales, and thus most (well, let’s be honest and say, “all”) have been rather, um, less than successful.
Now I’ll be right up front and tell you the main reason is – well, as I said before, I’m no salesman. I mean, when I have to actually, you know, go out and find customers… well, it’s just not something I’ve ever been comfortable with. The idea of trying to convince people they needed what I had to sell has never been easy for me.
The usual litany of mental objections rises to a chorus of Olympian proportions: What if they said no? What if they didn’t agree they needed it, even when they clearly did? What if they don’t see the obvious and incontrovertible value? What if they got mad at me for asking? What if they no longer respected me in the morning? And most importantly, what about Mary Lou?
OK, forget Mary Lou. No, going through all that just wasn’t my cup of tea. Alas, those misgivings usually showed up in my attitude, my face, and my words, too. Thus, my success as a salesman has been rather limited.
The Perfect Business
(Disclaimer - In order to avoid turning this post into a commercial, I’m going to be a little vague here, so please bear with me. Feel free to fill in the blanks if you like. Also, please note it’s not my intention to disparage Sales as a career. I’m just sharing my own point of view in order to make a point or two.)
Recently, though, and despite my ingrained feelings about sales, I started another business, once again in sales. This one, though, is really different from other, similar businesses I’ve been involved in. In fact, to my knowledge it’s just about unique.
But what really attracted me to it, and was the deciding factor, was the fact that it’s about the most universal (as close as you can get, at least) thing I’ve ever seen. No, really. It’s no exaggeration to say that in the civilized world, literally everyone I know already uses it. I’d even venture to say nearly everyone I don’t know uses it too.
What’s more; our prices are almost always better (although due to market instability, for short periods this sometimes isn’t the case). Everyone (yes, even you) automatically include this in household budgets, even while griping about the cost.
And when times get tight, no matter how short they are of funds, this is the very last thing folks will stop paying for – and even then it’s rare. To save money, folks may stop eating out, skip buying that extra pair of shoes, or settle for regular TV instead of HBO, but they’ll always, always keep this one going. In other words, it’s virtually recession-proof.
It’s built on a simple business plan (note I did NOT say easy – like many businesses, sometimes it is, sometimes it ain’t), has built a track record of remarkable successes, and most amazing of all, the parent company is actually about to surpass Google as the fastest growing company in the world. (Seriously; you’ll read about it in WSJ this year.)
Sounds like the perfect business, right? I mean, here I am with something pretty much everyone needs, with a market segment that includes virtually everyone! Wow, how can you go wrong?
So what’s the problem, you ask? Why aren’t I on my way to ranking right up there with the likes of Bill Gates, Richard Branson, or Scrooge McDuck? Well, friends, that’s the question, isn’t it? Even with everything going for me, how come I still have trouble making the sale?
The Key to Success
Oh, I know there are all sorts of techniques, skills and tricks of the trade that can help anyone be great in sales. Certainly, there’s no shortage of knowledge or experience available along those lines. And to be honest, there are plenty of things I could be doing that would help. I know that.
But when you get right down to it, the most successful sales folks I’ve ever known all have one single common denominator, and ironically enough, that’s the thing I’m still working to learn. So here’s what I think is the one thing, the ultimate key to being a truly great in the sales game (and remember what I said: we’re all in sales.)
Relationships.
Yup; it’s just one word – but I’m tellin’ ya; it’s filled with literally volumes of meaning. When you get right down to it, as a sales professional the one thing that has the most bearing on any sale has got to be this one, don’t you think?
See, what ultimately makes folks buy your product, or utilize your service, is the fact that they like the relationship they have with you. I mean, think about it (sound of millions of grinding gears). Whenever you buy anything at all, whether it’s a life insurance policy or a pair of shoes, it’s because you’re comfortable with the relationship you have with the provider.
Oh, you may not think of it in those terms, but it’s true just the same. You take your car to a repair place you trust, right? And if you didn’t know ‘em, you most likely asked your friends for recommendations. That’s the relationship kicking in.
You generally buy your dog food or clothes or groceries at the same stores because you’re happy with the value, or price, or the way they treat you – and it’s all about the relationship you have with that store.
Recognize the Power of Relationship
So there’s the key to success in sales. In fact, come to think of it, it’s pretty much the key to success in anything, really. Life, after all, is all about relationships.
So next time you’re about to embark on a shopping trip, enter into a business agreement, go to the movies, or dial up a friend – think about the relationship, implicit or implied, between yourself and them. How does it affect your attitude or your thoughts about them? How does it affect your own life?
So, what do you think? Have I blathered on about something I know nothing about? Do you agree or disagree? Am I on the right track, or should I go back to my regular job as a crash-test dummy? Let me know in the comment box. Hey, I’ll leave the light on.
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Robert Hruzek is an ordinary fellow with an extraordinary sense of the absurd. Apparently, back when talent was allocated, he missed his helping of propriety and ended up with a double dose of a sense of the ridiculous. Fortunately (and before his head exploded) he found relief from the dreaded SHINE (Seeing Humor In Nearly Everything) Syndrome through his writings at Middle Zone Musings. But don’t worry ‘bout a thing, folks; he’s feeling much better now.
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Photo credits
Rusty Old Key, by Steffe on Flickr
BMW Guy, by bonkedproducer on Flickr
Maybe you and I can introduce UK slang to Chicago. Brad...
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Robert, for someone who claims to be unfamiliar with sales, you are pretty darned perceptive. Most people prefer the combination of an acceptable product and a first class relationship to the reverse, a first class product and an acceptable relationship. We buy with our hearts, not our heads. And I think that applies even if you’re shopping for a heart or head surgeon. Recently, TV ads for medical services and hospitals have begun to push the relationship side of things - have you noticed?
Robert, I agree with Brad you have truly uncovered the core ingredient to being successful in sales and life. I would take it a step further and say that those who understand it’s about relationship will take care to preserve that relationship by acting with integrity and in the best interest of their customers after the deal closes. Companies or individuals that stray from that and use relationship as a gimmick to close a sale may struggle with longevity.
Yes I have; in fact, you can see a LOT of marketing campaigns aiming for the relationship angle. I have an in-law that goes miles out of her way for a purchase, just because she “likes” the people.
Deep down, we ALL want to have a good relationship with everyone we deal with. It’s human nature to be liked.
Thanks for the encouragement, Brad, and the opportunity to opine!
@Karen - You’re right of course. And we’ll carry it yet another step: Those that don’t do what it takes to KEEP the relationship (like for instance, abandoning customers after the sale) will find it difficult to survive over the long haul. Word of mouth travels far faster than most marketing campaigns.
Hey, Robert, I knew the answer before I got to the end of your piece. I’ve never been a saleswoman, but I do know what influences me to buy. Maybe I’ve actually learned something in life?
Great article!
Good for you, Jean; somehow I felt if anybody would it’d be you! Apparently you are a step above - you have officially Learned Something. Congratulations! (sound of crowd cheering)
I was chatting about this very issue this morning with a friend who is in Banking. Now there’s a sector where you need every friend you’ve got right now. Anyway, she invited me and a number of ladies to a golf event a few weeks back and wondered how she should follow it up commenting that we ladies like to build (business) relationships in different ways from men. Just thought I would lob that one in there. Please note 2 things about that statement.
# 1Different does not mean better
# 2This is of course a sweeping generalisation !
But I wonder about the relationship thing in buying patterns between what men and women want. Simply put - if I feel loved ( really loved - not cynically loved ) by a company I am more likely to buy from them.
I’m shocked, simply shocked that you could imply that men and women see things differently, Jackie! :-0
No, you’re absolutely right, and in fact I remember reading a list of “do’s” and “don’t’s” a car dealer once printed for their salesmen (this was some years ago)… Yes, we men view things WAY differently. (And I agree; different doesn’t mean “better”. Usually. Sometimes.)
For instance, as you say, women are more likely to respond to a genuinely friendly outreach. Men, on the other hand, will buy anything if it’s got cheese on it. Or is being offered by hot, bikini-clad women with guns.
But the bottom line is, do you trust them (the one making the sales offer)? When they accomplish that feat (by whatever means), then a relationship exists upon which to build. Trust is what gives you that warm, fuzzy feeling when you buy your favorite brand of lipstick, nacho cheese, or even when you turn to your favorite TV newscaster. It’s all built on the same principle.
If y’all are interested in a fabulous book about marketing to women (and men), Marketing to Women by Barletta is fascinating on every level. http://tinyurl.com/62s3v8 It really explains how women and men think about their purchasing decisions.
Hi Robert, it’s good to see you over here! I suppose I’m wondering - can you apply this principle about relationships to stellar success in selling your product - or is there something else you need or that’s holding you back?
Joanna
Well, I can answer that in two ways.
A) Yes I can. As a matter of fact, this particular business model (network marketing) is actually built upon the principle of relationships. Unfortunately, because of considerable bad press (and yes, some bad things), network marketing has a relatively poor reputation. You know what can overcome that, though? Relationships. If my friends trust me enough to listen to me, I am successful. If not, then forget it, Baby!
B) Alas, I’m still growing as a networker. The hard truth is, until relatively recently, I’ve had a problem reaching out to folks, tending instead to keep to myself. (Lucky for me, wandering into the Middle Zone has changed that considerably.) However, I simply don’t have that many relationships at the level of trust required. The company’s records prove it; the most successful at this business had lots of “trusted advisor” relationships to begin with. I’m working on it, but there it is.
Does that sound like an excuse? Well, I suppose it does. One solution is to build more relationships, of course; something I’m working on now. But like most good things worth waiting for, trusted relationships take time to build. Luckily, I’m a pretty patient fellow.
Doesn’t sound like an excuse at all - it sounds honest and realistic. It also sounds like a great environment to develop and build those relationships. As an introvert myself I prefer to build relationships with people who aren’t too full on. So I’d prefer introverted salespeople to extroverts any day!
Joanna
Hi Robert - It is great that you haven’t given up on sales yet. And you know - in most of the great sales books I’ve read, the salesmen started out really badly - they had no confidence and they were making no sales.
There isn’t such a thing as a natural born salesperson - it’s something you have to learn. And you’re right about relationships - that’s definitely where it starts. Before they’ll even take a look at your product, they need to trust and believe in you.
So which company are you doing network marketing for then?
Robert,
My husband always says, “I do busines with people, not companies.” I also a big advocate of network marketing—in fact, I wrote a book on the subject—because it is built on relationships.
@Joanna - You’re such a kind person! Thanks for that encouragement, Joanna; I appreciate it. Yep; that’s me - quite the introvert. But still, it’s sorta fun (not to mention a bit scary) to try to do something outside the ol’ comfort zone, ya know?
And I’m with you on the introverted vs. extroverted sales people, too.
@Cath - I never knew most good salesmen started out badly; if that’s the case, I must be headed for “best salesman ever” award! Well, at least I have something to shoot for.
I hope you won’t mind that I not say what the business is in this forum, since I had no intention of turning this conversation into a sales presentation. But if you would still like to know, I’ll be happy to tell ya all about it - just drop me an email at rhruzek[at]sbcglobal[dot]net. (I must admit, though; the sales guy inside me is screaming, “Do it! Do it!”)
@Lillie - Hey, you guys understand! You know; when you get right down to it, I think it’s safe to say relationships govern everything, wouldn’t you agree? Especially in network marketing.
We’re in good company, too; both Robert Kiyosaki (Rich Dad, Poor Dad) and none other than Warren Buffet call network marketing “the perfect business”. Who could argue with them?
Wow! What a wonderful post, Robert!
Relationship is definitely what it’s all about in sales (or anything else). No matter how much we may know about our product’s features and benefits or our prospect’s need for it, our sales pitch simply isn’t going to go over without that almost-magical relational connection.
Jeanne
Thanks, Jeanne! Ah, the magic of connections! That’s what signifies the best salespeople I’ve ever known - their ability to build those connections. I know it takes practice, and nobody’s perfect, but sometimes it DOES seem like magic to the rest of us. :-\
By the way, for those of you following this conversation, there’s another part of it going on at my “pointer” post over at the Middle Zone. You’re welcome to check it out and contribute there as well. Here’s the link: Guest Post Today at Brad Shorr’s Word Sell
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