A participant at a recent sales conference said to me, “I think we are making this sales thing way too complicated. If we practice the Golden Rule every day with every sale conversation, close ratios will increase.”
That person is correct. The Golden Rule has been touted in personal development and religions for years.
The Golden Rule says to treat others the way you’d want to be treated.
Yes, a powerful selling skill indeed. For example:
#1: Preparation -- Has a poorly prepared salesperson called on you? She didn’t take 15 minutes to look at your LinkedIn profile to see if there were common relationships or connections. No time was invested on the website reading blogs or recent awards, which are key ways to create commonality and likability.
Golden Rule salespeople apply their delayed-gratification skills and put in the work to run an effective meeting for both parties. They don’t to waste their time or the prospect’s time.
#2: Desperation-- There is nothing worse than running a sales meeting with salespeople that have desperation breath caused by empty sales pipelines. They force conversation, ask leading questions and use outdated closing techniques because they have an unmet quota hanging over their head.
The root cause for desperation breath is an empty sales pipeline.
Treat others the way you’d like to be treated. Your empty sales pipeline is not this prospect’s problem. Show up at every appointment as if you already have exceeded your quota. This mindset creates an environment for curiosity, patience and sincere desire to see if your product can provide value. If your product or service isn’t the right fit, be honest and direct your prospect to other resources.
#3: Gratitude. I am still amazed at how many salespeople will not take five minutes to write, not email, a thank-you note. Really? Come on; this prospect is giving you her business, and you can’t take the time to acknowledge how much you appreciate this new opportunity?
Golden Rule salespeople are self-aware and aware of others. And they know that a good old-fashioned thank-you note goes a long way in a world where the personal touch is disappearing.
Think about and practice the Golden Rule every day. It just might be the most important selling skill you master.