Commercially speaking, this is as crooked as a hoop. It implies that my personal preference is by definition the best choice for the other person. And we often see that happen in the market. Salespeople who try to push something with a strong product preference. Often thought of in terms of the product, their turnover or margin and associated incentives such as bonus or commission. Complexity of deviating from the standard, convenience or lack of skills are also common. The result of this method is that unnecessarily large discounts are given, unnecessarily many quotations are written and often no deal is concluded unnecessarily.

I sometimes compare this sales process to a restaurant visit. Sorry if that's sensitive to you at this time, but it makes it so much clearer. Suppose you work in a pizzeria. Customers come in, you guide them to what you think is a beautiful table and you talk endlessly about the wines that you have specially flown in from Puglia and without asking a question you open a bottle and fill the glasses. A little later you show them the menu and they immediately point out the antipasti bowl, the pizza diavolo (with extra spice) and the homemade tiramisu. You still say: “I always take this myself!” Then your customers walk away, refuse to pay for the wine and write a review stating that they never want to come to this restaurant again. You read this with surprise, your advice was good, wasn't it!? You always enjoy this three-course meal.

Absurd story? Certainly, and yet all too often daily practice. Because how often does a salesperson get beyond one closed question, an assumption and their own opinion? And then make an offer that is based on nothing. It is not surprising that many potential customers then drop out. They usually do this by raising all kinds of objections, rarely about the price. Or politely dismissing you, “Just put something on paper and I will get back to you.” Recognizable? Funnily enough, there are certainly customers who love it. And this method is maintained based on that incidental experience of success.

We also call this style hard selling, product sales based on USPs, the customer is not exactly central, often despite the best intentions. Many sellers come in with their 'menu' in hand, and then briefly promote the offer (the menu of the day). Gauging needs is often completely neglected ("What" do you want to drink?). Let alone that they have formed an idea of ​​the 'goal'. (“I'm hungry and I want to quickly eat a pizza” versus “I want to have a nice evening.”)

But how do you give every (pizzeria) customer the evening of their lives? In other words, how do you serve all your customers optimally and tailor-made? There are two sides to this:

1. The business side, what is your company's position in this? In other words, what is the mission, which vision do you have the relevant context for you and which one? strategy do you follow to achieve your goals? Are you going to get the highest possible bill or do you want to give someone an unforgettable evening? Or are other things needed at this time?
   In order for employees to excel, these matters must be clear.
2. The personal side starts with you
   Who are you as a person? Things like energy, service, enthusiasm, how positive you are, and so on. Business: how do you select employees? Then you come knowledge + skills offer.
   For someone in the pizzeria: knowledge of wines, foods and the right combinations. Being able to serve and clear away, having an overview, etc. Commercial: to what extent do you train employees on this?
   Fundamental attitude, knowledge and skills together lead to a certain fear behavior. Business-wise: how do you manage employee behavior based on point one?

The combination of mission, vision, strategy and the collective behavior of the people in the company together form the culture. That is why it does not work to change the behavior of your people solely on the basis of a new strategy.

Peter Drucker already said: “Culture eats strategy for breakfast”. Do you want to change a culture from hard selling in your company to more consultative selling? For example, because your margins are under pressure, do not train your salespeople to ask questions, that comes later.

First get started with your mission, vision and strategy. Include your employees in that process. Adjust your business operations accordingly. Give time to get used to it, make mistakes, experiment, ensure the experience of success and celebrate it exuberantly! Training your people is of course smart in that change process. Make sure you have an eye for everyone, and don't forget yourself. Because change is something you do together.

You also saw above that you always have a responsibility in terms of basic attitude, knowledge, skills and behavior. So it really starts with you! “An investment in knowledge/skills pays off with the highest interest” said Benjamin Franklin.

You may wonder what the benefits of such a change are. If you as an organization are able to connect to your customer's vision and goals, you can work together as partners on a transformational level. The transaction is then subordinate.

If I go to a restaurant and they are able to fulfill my goal in a positive way: for example a fantastic evening, then the price or that one glass that fell over no longer matters. They helped achieve my goal. And then I would like to come back next time. In fact, I'm going to recommend everyone around me to go to that restaurant too. This means you will earn back your investment twofold!

I started this blog with the golden rule of life and its commercial mismatch. I would like to conclude with a more appropriate line. George Bernard Shaw's 'Platinum Rule of Life'. He wrote: “Do not do for others what you would have them do for you. They might have different tastes.”

Want to know more about consultative selling and how you can achieve a better customer experience with it?

Let me know and I will be happy to invite you for a (virtual) cup of coffee.