Showing Up and Throwing Up
Ever hear of this one? Yeah, it’s when a salesperson rolls in, ready to tell you why their company’s the best thing since sliced bread. They come in hot, like some frat bro who had one too many, rambling on and on
while the conversation gets awkward. You can almost hear the eye-rolls. But hey, it’s business, so no one says anything. Especially in this post-COVID Zoom world, where you can just hit “camera off” and ride out the awkwardness.
Now, here’s the kicker: this happens *all the time* when you’re trying to build a strategic relationship! It’s like these vendors are saying, without saying, “Hey, I’m more important than you.” The audacity, right? Sure, we’re not bringing back the whole “sell me this pen” thing, but for crying out loud, where did plain ol’ curiosity go? Did Zoom kill our sales brain cells?
Here’s what I don’t get: we’re working with CEOs and CROs from mid-market companies to Fortune 500s. These are top dogs, and guess what? Being exceptional is as simple as being curious and actually *listening.* Yeah, like, paying attention—crazy concept. Listening to their voice, reading their body language, understanding the subtle things. That’s where the magic is.
Building partnerships, solving problems, making sales—it’s not about bulldozing with a pitch; it’s about building trust. Trust to share. Trust to buy. Trust to engage. Trust to refer. And trust is more valuable than any paycheck. Trust can make or break your company’s entire go-to-market strategy.
Now, those hard-charging sales folks? They got there because that old-school, “push the product” thing used to work. Sure, once upon a time, clients would listen to the pitch, feel their pain, and boom—sale closed. We
call that “client-led sales.” You know, expensive and 1/5 as effective as what we call “relationship-led sales,” where you actually earn the right to give your client the best advice.
Yeah, it takes more effort. But it creates *five times* more opportunities. It’s a long game—Seed, Sow, Grow. Build trust first, earn credibility, and eventually, you’re not just some salesperson—you’re their trusted advisor.
Get curious about the C-suite. Figure out their problems, who they serve, and how you can help them succeed. This is how you start seeding and sowing real relationships. Water that garden, let it grow, and you’ll earn the right to reap bigger rewards.
And guess what? It’s better for *both* sides. Everybody wins.