Three Things – 08/04/24

The Family Edition

Sales is in my blood. Growing up, Dad was always buying and selling stuff. By the age of 18, we’d lived in 17 different houses. I have vivid memories of sitting at the breakfast table discussing all manner of business before school.

During a family holiday last week in Kinsale, Ireland, I asked members of the family for their top sales and BD tips during their respective careers.

So, here it is. Three Things this week is sponsored by The Curtis family. Enjoy.

#1. Preparation is key

My brother in law is a massive banker. Yes, you read that right – he’s 6’4”. He works for a high street name in financial services and spends his days structuring multi-million pound transactions for customers who trust him with a lot of money.

His top tip is prepare, prepare, prepare. And then prepare some more. Doing the hard yards up front, by conducting thorough research on your target customers and the opportunity you are chasing, will put you in good shape for that initial meeting and ensure you leave a good impression. Walking through potential objections to your pitch and rehearsing answers can demonstrate to your targets that you not only understand your own offering but also how it applies to your target’s organisation.

#2. Personal Touch

My sister has been hugely successful in a completely different industry – food. She’s sold chocolate to corner shops and now runs a multi-million pound frozen vegetable business supplying major supermarkets across the UK & Ireland. Her top tip is simple – make it personal.

In her business, she faces a lot of competition. To differentiate herself, she makes an effort to get to know her key customers on a personal level. She remembers kids and spouse names, birthdays, where someone went on holiday, which football team they support etc. Building up this level of knowledge takes time and discipline but sprinkling this information throughout your sales conversations adds a layer of intimacy and personal interaction that will be remembered.

#3. Storytelling

My other half has worked at major events and conferences across Thailand, Hong Kong and London. A key part of her role involves securing sponsors and so she’s adept at getting people to part with their money!

Her top tip is also one of my favourites – sell through storytelling. Since time began, people have used stories to captivate audiences and help people to remember crucial information. Nursery rhymes and fairytales are prime examples of stories that help people to remember key facts.

In a sales context, stories can bring facts, figures and features to life and can help people to visualise what an end solution might look and feel like. They also take a conversation from transactional to emotional – moving the buying decision to include more human factors including trust, empathy and loyalty.

Like stories, case studies can prove very powerful in demonstrating how, in practical terms, a product or service operates in real life.