On Your Heals or On Your Toes
I just love watching my 13-year old daughter play basketball. At this age, there’s a wide variety of skills that you see on the court but all the girls have really taken an interest in the game after playing for many years. It’s remarkable the skill gap between players - there’s a handful who stand out and have an unselfish (usually) way of controlling the court. They’re confident. They watch what’s happening and predict what’s going to happen next. They’re on their toes and they LEAD where the game is going. Then there’s others who are waiting for the ball to come to them, move around tentatively, and when they do get the ball either take a shot when they shouldn’t or nervously try to get rid of it so someone else can take control. They’re playing on their heels - physically, and mentally.
The same things happens in work environments - whether it’s in an internal planning meeting, in a group email exchange, or in a client meeting. There’s some who are ready to perform - but only when asked to. And there’s others who are willing to take control, who trust their instincts, believe they’re good at what they do, and will take the lead in the spirit of getting things done. They’re on their toes.
The Subservient Mindset
I regularly observe client meetings, where the lead salesperson operates with a posture of subservience to the customer. It’s clear they think of themselves as “less than” the client. They’re on their heels. This comes off in they way they talk, the way they carry themselves, the way they present, the way they ask questions, and the way a meeting awkwardly comes to an end. This is a limiting belief that far too many salespeople have, and it’s been around for a long time.
In an era where customers are taking more control of the buying process, this limiting belief is creating a real challenge for those in this frame of mind. A customer doesn’t want to work with someone who just says “yes” to all their questions. They don’t want someone who’s tentative, or seemingly more motivated to make a positive impression than to just help the client be successful. And they definitely don’t want someone who tries to persuade using FOMO (fear or missing out) or price discounts as the motivator when the client isn’t event ready to buy. It reeks of lacking empathy.
Operating as an Expert
Today’s educated buyer demands, and deserves, a true expert to help them make sound decisions. This means that we have a deep understanding of our products and solutions, and the stories of success that we have accomplished with other clients. Think about all the clients and prospects you talk to every day. Consider all the time you spend talking with others on your team about their client projects. Think about all the training you’ve gone through to understand your market and your companies solutions. Consider all the articles and blog posts you’ve read that are relevant to your industry.
Add all this up, and maybe you’re more of an expert than you give yourself credit for. Let say for example that your company sells a financial software solution. You spend a large chunk of your daily time thinking about, reading about, writing about, and talking about the world of financial software. You spend more of your time on the topic of financial software than your clients do. Now sure, maybe you could get better at understanding the inner working of your solution, or your clients business, or the basics of business finance. That will make you even more of an expert. But don’t underestimate where you already are.
What Being on Your Toes Feels Like
Once you TRULY believe that you add value to the client, and that you are an expert, then you can carry yourself with confidence. When you have that...
Your prospecting email will be easier to write - because you are so certain you can be helpful and that the client NEEDS you
You’ll spend less time on sales opportunities you’ll never win - because you’re willing to have a candid conversation with your client that what they need (or how they want to operate) doesn’t fit with your business
Your LinkedIn post will have an intelligent nugget or insight - because you have so many of them to share
You won't hesitate to suggest a new idea the client didn’t think about - even when it’s different than what they asked for
You'll be comfortable encouraging the customer to look at their problem in a different way - because you know it will help them, and they have blindspots
You'll feel comfortable staying pleasantly persistent - because you’re so certain that the client needs you and your gentle reminders are actually HELPING them stay on track
You'll be comfortable holding the line on your pricing - because you know your solution has value, and that just because someone asks for a discount it doesn’t mean you’ll lose the business over it
You won't be afraid to ask for the order - because you know that the sooner you get started, the sooner the client will see value and the less hectic the implementation process will be
So lean a bit more forward, and put your weight on your toes. You deserve to be there - you just need to decide that’s where you belong.