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At a time where technology evolves daily, the challenge isn’t just keeping up; it’s mastering the tools that will define our future. In this future the emphasis often falls on efficiency, automation, and scalability.
While these elements are crucial for growth and competitiveness, they can sometimes overshadow a fundamental aspect of business: the human connection. This piece explores the importance of being human in B2B sales and how genuine, empathetic interactions can significantly drive revenue growth.
The Scenario
The story begins with my recent follow-up call to a C-Level prospect. After an initial conversation where the prospect seemed overwhelmed and unfocused, I made a point to reach out again at a later, more opportune time. This simple act of remembering and acknowledging the prospect’s previous state lays the foundation for a more meaningful interaction.
Initial Contact: Empathy and Understanding
During the initial contact, the prospect was clearly not in the right frame of mind to engage in a business conversation. Recognizing this, I decided to reschedule the conversation for a few months later, respecting the prospect’s situation and avoiding unnecessary pressure. This initial display of empathy and understanding is crucial for building trust and establishing a rapport.
Follow-Up: Not Just a Task
When the follow-up call is made, the prospect is in a much better state. My first remark is not about the product or the sale, but about how much better the prospect sounds. This personal acknowledgment does more than just break the ice; it shows the prospect that they are more than just a potential sale—they are seen as an individual. This kind of personal touch can significantly enhance the prospect’s perception of myself, in this case as well as the company I am representing.
Navigating the Conversation: Human Over Robot
As the conversation progresses, it becomes clear that the prospect’s company does not need our offered services. However, instead of abruptly ending the call, I listened and engaged in a genuine conversation. This approach leads to the prospect suggesting that the information might be useful for another team within her company.
Here, the salesperson does something critical: they confirm the prospect’s intention to forward the email with a tie-down. This step ensures that the follow-up action is meaningful and that the prospect is committed to passing on the information.
It’s a strategic yet respectful way of ensuring that the effort put into the conversation will not be wasted. I first learned about Tie-downs from Jeb Blount over 7 years ago and have used them sparingly throughout my career. They’re a secret weapon that ensures that someone will execute the action that they’ve said they would or show up for the meeting as agreed.
The Importance of the Human Touch
This entire interaction highlights the power of the human touch in B2B sales. While automation and AI can help streamline processes and improve efficiency, they cannot replace the empathy, understanding, and genuine connection that a human salesperson can provide.
Here are some key reasons why being human in B2B sales is essential for driving revenue growth:
- Building Trust and Rapport
Trust is a cornerstone of any business relationship. Prospects are more likely to do business with companies and people they trust. When salespeople take the time to understand their prospects’ needs and situations, they build trust. - Differentiation in a Crowded Market
In a market saturated with automated emails and scripted calls, a genuine human interaction stands out. Prospects are more likely to remember and respond positively to salespeople who treat them as individuals rather than just another number. - Enhanced Customer Experience
A positive customer experience can lead to repeat business and referrals. By being empathetic and attentive, salespeople can create a memorable experience that prospects are likely to share with others. - Increased Conversion Rates
Personalized interactions can lead to higher conversion rates. As described by Bain & Co, when prospects feel understood and valued, they are more likely to engage with the salesperson and consider their offerings. - Long-Term Relationships
Building strong, long-term relationships is crucial for sustained revenue growth. Human connections foster loyalty and encourage repeat business, which is more valuable than one-time sales. It’s likely that your new client will change jobs and go to another firm that will also need your offerings.
Practical Tips for Humanizing B2B Sales
To effectively humanize B2B sales interactions, salespeople can adopt the following practices:
- Listen Actively
Pay attention to what prospects are saying. This means, do not be thinking about what to say next while the prospect is speaking. Instead you can show genuine interest in their needs and challenges, and tailor your responses accordingly. - Show Empathy
Acknowledge prospects’ feelings and situations. If they are busy or stressed, offer to follow up at a better time. Small acts of empathy can build significant goodwill (like in the above example). - Personalize Communications
Customize your messages and conversations based on the prospect’s unique circumstances. Avoid generic scripts and show that you have done your homework. - Follow Through with Integrity
If you promise to follow up, do so. Keep your commitments and be transparent in your communications. Reliability builds trust. - Be Patient and Persistent
Understand that building relationships takes time. Be patient and persistent without being pushy. Respect the prospect’s timeline and decision-making process . Remember, people buy for their own reasons, not for yours. - Celebrate Small Wins
Recognize and celebrate small milestones in the sales process. Whether it’s a positive response to an email or a successful meeting, acknowledge and appreciate the progress. - Use Technology Wisely
While automation can help streamline certain tasks, use it wisely. Ensure that automated messages still have a personal touch and do not replace genuine human interactions.
Conclusion
In conclusion, the story of the follow-up call demonstrates the profound impact of humanizing B2B sales. By prioritizing empathy, understanding, and genuine connections, salespeople can build trust, differentiate themselves in a crowded market, and ultimately drive revenue growth. In a world where technology often dominates, the human touch remains a powerful and irreplaceable element of successful sales interactions.
Being human in B2B sales is not just about making a sale; it’s about building relationships, creating positive experiences, and fostering long-term loyalty. By embracing these principles, salespeople can not only achieve their sales targets but also contribute to the overall success and reputation of their organizations. So, go ahead, make your calls, be curious, ask questions, and most importantly, be human. Good things happen when you do.