21 Aug Is Being TOO Helpful, Hurtful?
When is help a hindrance? Is there a point at which being too helpful becomes a disadvantage rather than an asset? When does being a helpful marketer become hurtful, and when does being a sales-first marketer become a detriment? Can you be both helpful AND a salesperson in equal amounts, or does a person have to be predominantly one or the other?
Being helpful IS a good attribute to have, especially in sales. You won’t get far in our industry, much less in life, without lending a hand here and there. But when does help become too much help? Simple. When it doesn’t result in a sale. Too often salespeople who, in their earnest quest to nail a deal down, become TOO helpful and actually discourage the customer from signing the dotted line. How? By being a guidance counselor rather than a guiding salesperson. While it’s nice (and advisable) to make the customer feel they can turn to you for advice and assistance, keep the level of conversation at that. Guide them toward the SALE, not toward a path that leads to seeing their dreams fulfilled elsewhere.
The converse of this is the relentless salesperson, the individual who, like a shark sensing blood in the water, will pursue his meal to the last fish swimming. An aggressive sales approach IS good; too much aggression is a put-off to others. With too much emphasis on the persistent aspect of sales, you risk sending clients to shallower depths.
So how does one find the point of equilibrium, the yin and the yang confluence? The answer has as many possibilities as a soap opera has plotlines. You can have both, but it has to come from you. You can get a general sense from a textbook or a seminar but ultimately, you have to find your own balance of help versus let’s-get-this-deal-done.