“Your one job is to eliminate their fear and their fear is changed. So you have to make them feel safe. ” – Jason Cutter in today’s Tip 1127
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Scott Ingram: You’re listening to the Daily Sales Tips podcast and I’m your host, Scott Ingram. Today’s tip comes from Jason Cutter. Jason is an author, podcaster, and consultant who builds scalable sales operations and coaches individuals on how to close more deals. His first book – Selling With Authentic Persuasion: Transform from Order Taker to Quota Breaker – explains how a guy with a marine biology degree became an expert at selling. Here he is:
Jason Cutter: So I get this question a lot. What’s the difference between business to consumer, business to business? I see people who start in one industry and they’re thinking about moving to the other, and they don’t understand what the difference is and how that all works. Here is the fundamental thing. At the base level, at its core, at its foundation, at the fundamental level, it’s not B2C, it’s not B2B. It’s H2H. It’s human to human.
What you’re doing when you’re in a sales role and keep in mind, everything in life is sales. So it’s all about sales. It’s all about persuasion. It’s all about relationships. Right? Think of everything in your life. There’s some level of persuading and sales. And the reason why everything in life is sales and everything in life involves some persuasion and everything in life is about some level of relationship is because we’re all humans. And in the act of a relationship or a conversation, you’re dealing with another human.
Now, sales is seen as a little bit different, as a job because your goal is to help somebody buy something with some kind of incentive in mind for you, right? It might be a moral incentive. It might just be an ego or you fulfilling some kind of mission that you’re on, where you’re selling someone to be a part of your organization. Or if you’re in a sales role for a nonprofit, it’s a higher purpose. Maybe it’s that or maybe it’s a volunteer role that you have. Otherwise, it’s typically for money, it’s for compensation. There is some payment and reward.
And that’s where it starts to get messy because people confuse the fact that they think sales, B2C is going to be different strategy because I’m dealing with this person, they got to check with this other person. And Uncle Bob, who always knows everything about everything. And then B2B is different because that’s long sales cycle, I’m dealing with a company. I’m dealing with smarter people who will make smarter decisions because there’s a business on the line and none of that matters. Right? None of that is true at the deep level, because they’re all humans.
You’re dealing with a human. You’re dealing with a scared, confused, messy human. Who has goals, who has hopes, who has pain, who has issues, who has drama, who has a life, who has things that they hope that no one ever finds out about because it will make them look bad. And that’s true whether you’re trying to sell them insurance or you’re trying to sell their company a CRM platform. It doesn’t matter, you’re dealing with a human.
Now, there might be more people involved there might be a higher price if you’re selling B2B the difference is that person’s ego and their job might be at risk if they make a mistake. So it does get harder it is more difficult there might be more stakeholders. At the end of the day, it’s human to human. You have one job. Remember this, it is to understand that all of your non-customers have one fear in common. They are all afraid of change. It’s true. If they weren’t afraid of change, they would have already bought from you. It’s that simple. It’s literally that cut and drop.
Then based on that awareness, you have one job which is to make them feel safe. And safe for me is an acronym, successful at fear elimination. Your job, your one job is to eliminate their fear and their fear is changed. So you have to make them feel safe. Safe enough to move forward. And again, it doesn’t matter whether it’s B2B, B2C, short sale cycle, long sale cycle, a product, a service, an idea, a movement it doesn’t matter, that’s your job, human to human make them feel safe. Help them overcome their fear of change.
Scott Ingram: To connect with Jason and for a link to join his Authentic Persuasion Private Group Sales Coaching Program, just click over to DailySales.Tips/1127.
Once you’ve done that, be sure to come back tomorrow for another great sales tip. Thanks for listening!