How Human Connections Fuel Sales Success

Credit: Bill Gillespie

47+ years ago I made my first ski trip. After some fits and starts I learned how to board a chair lift. Then, I learned how to ski down and get back in line.

On my second or third trip down the hill an attractive young woman looked at me and inquired, "single?" I dropped my eyes, grinned appreciatively and said, "no, I'm married." She laughed out loud and cleared up my confusion. She said, "I was asking if you were by yourself in the lift line. I'm not looking for a date."

Boy did I feel stupid. We rode the lift together and she had a good laugh. I had never been asked that question and didn't understand it was lift protocol. I thought I was on the verge of getting lucky.

It was a small ski area so we saw each other frequently over the next few days. She would tease me and ask, "still married?" Eventually, she thanked me for being a good sport and for adding some laughter to her trip.

Now what does this have to do with selling printing? Almost nothing. If I'm honest, I just wanted to share that story. I'm still ski every year and I remembered that embarrassing moment.

But, being human does help with sales. Being humble makes you approachable...relatable. It makes prospects comfortable. And comfortable people are more likely to spend money.

I was on a conference sales call recently. There were four of us representing a commercial printer. There was just one contact from the prospect's office. As we like to say, there was plenty of sales talent at the table.

Everybody was talking at once. It was confusing and felt like pressure.

The sales gang was talking features and benefits. But, a guy from operations (from the commercial printer) was talking client lifestyle. His manner was calm, full of questions and reassurance. He was humble, human and comforting. He wasn't trying to sell. He was trying to learn. He did as much to move the opportunity forward as anyone.

It's a worn out sales cliché. "Customers don't care how much you know until they know how much you care." It's true. Only your human side...your personality can show that part. So, unless you're a jerk, let your true self shine.

Well, gotta go. I'm packing up to leave Park City, Utah. If you happen to follow me on LinkedIn you know that I’m moving. I’ve rented a place from my daughter in Midway, Utah. I expect it to provide a great environment for next chapters. Stay tuned.