I’ve been in sales quite a while. And when I started in sales, the rule I was taught was that “People buy from people they like; get to know about their kids and their hobbies, and you will be able to sell to them.” Well, that’s changed. Younger buyers – Milllennials and Gen-Zers – are moving into positions of buying authority, and their yardstick for a successful seller isn’t about finding common personal interests, but rather about solving business problems. We’re in the midst of a seismic shift in how relationships are built in the sales world, and if you’re not adapting, you’re falling behind.
For decades, the mantra in sales has been “build personal relationships first.” We’ve all been there – talking about golf, kids, or the latest binge-worthy TV show before even mentioning our product or service. Or, worse, the old “fish on the wall” sales tactic (barf). And for a long time, this worked, especially with Boomer and older Gen X buyers. But times are changing, and so are buyer preferences. Nobody is going to give you 30 minutes to talk about football before you start addressing their work issues.
Enter the era of business-based relationship building. Younger buyers – late Gen X, Millennials, and Gen Z – are flipping the script. They want you to prove your worth by addressing their business needs first. Only then will they consider developing a personal relationship with you. In my opinion, that’s because younger buyers are more focused on work/life balance. And to have better balance, you have to get more done during the working hours. Hence, the old “fish on the wall” salesperson just is perceived as a time-waster.
This shift is leaving many seasoned salespeople scratching their heads. It’s a complete reversal of everything they’ve been taught. I’ve written before about how the “Good Time Charlie” salespeople are obsolete – but obsolescence is a choice. It just requires a change in approach and mindset. And that change is to move toward business-based relationship building.
So, what exactly is business-based relationship building? At its core, it’s about leading with value. It’s showing potential clients that you understand their business challenges and have the expertise to solve them. Only after you’ve demonstrated your worth do you earn the right to form a more personal connection.
Here are some key strategies to help you make this crucial shift:
- Do Your Homework: Before any interaction, research your prospect’s company thoroughly. Understand their industry, challenges, and opportunities. This knowledge will allow you to speak their language from the get-go.
- Ask GREAT business-based questions. Forget questions about what sports their kids play, where they like to fish, or how many hot rods they have (OK, I guess I get asked that one more than the average buyer. The number is six. Don’t judge.) If you want to build rapport, use what I call the “personal professional” questions. For instance, one of my favorites is, “How did you come to be in this position?” It allows the buyer to tell his or her story, without being personally intrusive.
- Lead with Insights: Instead of small talk, open your presentation with insights about their business or industry, and how they (and you) fit into it. Show that you’ve done your research and have something meaningful to contribute.
- Focus on Problem-Solving: Frame your product or service in terms of how it solves specific business problems. Be prepared to demonstrate ROI and tangible benefits. This is where mental agility becomes paramount.
- Be a Resource: Share relevant articles, whitepapers, or case studies that address their business needs. Position yourself as a valuable source of information, not just a salesperson. It’s even better if those resources are generated by you or your company’s staff.
- Respect Their Time: Younger buyers often prefer efficient, to-the-point interactions. Be prepared to get down to business quickly and respect their busy schedules. Think “value per minute” of customer face-time. I get it. It’s a mind-shift from past techniques, but it works.
- Use Technology Wisely: Leverage digital tools for initial outreach and follow-ups. Many younger buyers prefer email or LinkedIn messages to phone calls for initial contact. If your buyer only wants to text, get good at texting! Learn how to write a persuasive message in 240 characters or less.
- Build Trust Through Expertise: Demonstrate your industry knowledge and thought leadership. Blog posts, speaking engagements, or active participation in industry forums can help establish your credibility. Even a well thought out LinkedIn post that shares a best practice you’ve seen can be helpful.
- Be Authentic: While the focus is on business, don’t completely abandon your personality. Authenticity comes through in everything you do. For instance, don’t just follow a list of questions that someone else wrote – take the time to create your own questions and put them in your words. This is how I train salespeople, and in my opinion, it’s the best way for salespeople to be authentically themselves.
- Adapt Your Communication Style: Be prepared to switch between formal and informal communication styles based on the buyer’s preference. Pay attention to their cues.
Remember, this shift doesn’t mean personal relationships are dead in sales. Far from it. It simply means that with younger buyers, you need to earn the right to that personal relationship by proving your business value first. Full disclosure – I’ve always been this way, both as a seller and as a buyer.
Sales is changing. We have to change too. By embracing business-based relationship building, you’re not just keeping up with the times – you’re positioning yourself as a valuable partner in your clients’ success. And in the end, isn’t that what great salesmanship is all about?
So, are you ready to flip the script and lead with business value? Your next generation of clients is waiting.
