What Can Sellers Learn From Plumbers?

Sales metrics across the board are down year-on-year. While this may seem alarming and daunting, even fostering a sense of fear, it actually represents an opportunity.

There’s a common perception that this decline is purely down to the economy and inevitable budget cuts, but it might be a mix of issues – not just the economy. For some time now, most industry studies on the profession of sales are showing that customers are trying to buy in different ways, and therefore require a different experience from the seller.

We often overlook the importance of the experience we provide to our prospects during the buying process. I strongly believe this is the most significant differentiating factor. Most businesses generally understand what they are buying and can easily find exhaustive details about your product’s capabilities online. The real value lies in how we sell to them, not just in what we sell.

Businesses today face far different challenges when it comes to not only buying a solution but in many cases diagnosing their own problems and understanding the ensuing impact. These challenges include analysis paralysis, fear of failure, outcome uncertainty, internal silos, and other modern organisational intricacies.

However, many sellers are still trying to sell to buyers in the same old ways. It’s like trying to navigate a complex maze with an outdated map – sure, some paths might still be viable, but there are new twists and turns that need a fresh approach. The sellers who are showing remarkable achievements in these ‘tough’ times are the ones who understand this shift. They are doing a set of activities and demonstrating certain competencies that help buyers navigate these challenges long before they try to ‘sell’ something.

A useful way of look at is the modern seller acts as an external project manager for their buyers. Imagine tackling a major project without considering the latest tools, the unique demands of the task, or the modern challenges of coordination. It would be a disaster. Similarly, selling today requires an updated approach. Sellers need to empathise with the buyer’s situation, understand the complexity of their decision-making process, and offer guidance that goes beyond pitching a product.

The key lies in becoming a trusted advisor, not just a salesperson. The term “trusted advisor” has nearly lost its significance over the past few decades. However, when you break it down, it embodies the two things buyers deeply crave from sellers: genuine trust and practical advice. Just as a good project manager anticipates potential issues and smooths the way for the team, successful sellers are those who can foresee the buyer’s obstacles and help clear the path.

I like to share a story about experiencing this first-hand as a buyer. Surprisingly, it wasn’t technology I was purchasing, but tiles for my bathroom. It wasn’t a seller who alleviated my outcome uncertainty, analysis paralysis, and fear of failure; it was an expert plumber.

I had just had some tiles put in my bathroom, and I’m not ashamed to admit that my DIY knowledge could fit on the back of a stamp written in crayon.

After the work was completed by two highly skilled professionals, one of the tradesmen approached me with a look of concern. He informed me that he had discovered a leak in the immersion tank in my loft. He explained that if the leak persisted, it would seep behind the freshly tiled wall in my bathroom and cause serious damage to the plastering. This would mean removing the tiles, replastering, and then retiling the entire area again.

He then asked if I’d like him to jump up there and fix it. My immediate response was, “Absolutely.”

Only afterwards did I realise what he had done. First, he demonstrated information asymmetry – he simply knew far more than I did. He was an expert, and a damn good one too. He showed real empathy for the problem he solved and understood the long-term pain it could cause.

He explained the impact of the problem if left unresolved and how it could spiral into a much larger issue. Then, he made an expert recommendation and offered a solution that was irresistible.

He created an experience that left me confident I was making the right decision, and I knew I couldn’t have done it without him. I didn’t even ask how much it would cost.

The most compelling part of this story is that he wasn’t selling; he was simply being a trusted advisor. I’d even argue that he didn’t know he was doing it – it came naturally to him as an expert.

In essence, these sellers are transforming the buying experience. They are not just reacting to the changes in the market; they are proactively shaping the way buyers engage with them. And this is the opportunity hidden within those daunting sales metrics.

So, as you look at the numbers and feel that initial pang of fear, remember that it’s not just about the economy. It’s about evolving with your buyers, understanding their new challenges, and becoming the guide they need. Much like navigating a complex maze, the success lies in the details, the empathy, and the ability to adapt to new expectations. Here’s to navigating these challenging times with finesse, creativity, and a fresh perspective!