In this episode, we talk with Graham Elliott from Graham Elliott Coaching & Training about one of the most critical skills for any business person, sales. We talk about:

the importance of the servant mindset

the power of asking questions AND listening to the answers

how using a model like D.I.S.C can help you identify your client’s energy level

how to adapt your approach so it is easier for people to like and trust you

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I’ve been looking at what the major problems facing sales managers and professionals are. These are four of the most common:

1. Lack of response from prospects: 

Often the biggest problem is that we are not addressing the client’s ‘why’. We make it about us, not them; how we solve a problem is about us, what we’ve solving is about them.

Focus on the problem you’re solving, not how you solve it.

2. Difficulty closing sales:

There are many reasons for this; a common cause is that the sales person has missed or ignored the emotional drivers behind a client’s buying decision. For example, they may want to feel safe with you.

What is the emotional need your client is trying to meet?

3. Not engaging with decision makers:

It’s normal for the first contact with a client’s organization to be through an influencer or other staff member. To move any deal forward, we need to engage with the decision maker at some point. Typically their needs will not be the same as the influencer. Understanding the difference is key to moving sales forward.

Do you know what the decision maker wants you to deliver for them?

4. Avoiding discounting:

This is a big one where a product has not been sold properly. The first point is simply not to do it. The second is that, if you understand your clients’ ‘why’ and the problem you are solving for them, price will not be a key factor.

The value of your proposal is in the solution you offer, not the product or service

Once you look at sales from the perspective of meeting the client’s emotional needs, as well as the issue they present, you’ll increase both the frequency and consistency of your sales. It’s tempting to remove the emotional aspect of decision making from the sale process. This is why so many people struggle. The focus must always be on the client’s ‘why’, not on our how. If you’re focussing on facts and figures you’re likely to be talking about yourself. If you’re discussing what your solution will give the client, you’re focussed on them.

To quote Ben Feldman: “Don’t sell life insurance, sell what life insurance can do.”

There are some great models around to make this process practical and straightforward. Many sales people (and ‘sales’ itself) get a bad rap because they do not know how to apply these simple models to what they’re doing.

If you would like to learn more about these models, contact me directly, or register for my one-day workshop on the 25th August:


Want to hear more about how Graham Elliott Coaching and Training and other members of The Consultants’ Community can help your business? Contact us today to set up a meeting.