The Rainmaker: Lead Your Clients To ‘A-Ha’ And Away From ‘Uh-Huh’
Cook
Recently, I listened to an interview with a gentleman who has 20-plus years of sales experience, trains salespeople, and has a track record of success. It was a good interview and he was on point with many of his comments regarding sales today. Then, he began couching a lot of his concepts under the objective of “persuading” someone; whether it's to get more time on their calendar, get them to hear what you have to say, or for them to listen to your insights regarding trends.
The use of that one word — persuade — caused me to reframe the interview. Using that word gave me tremendous insight into the perspective he brought to the sales situation. It contrasted very clearly for me the difference between good salespeople and good rainmakers.
Good salespeople work to bring prospects to the point of decision, persuading them that their product, service, or solution is the right one for them. Rainmakers, on the other hand, are not persuaders; they are collaborators.
Rainmakers try to communicate through the “door of discovery” in their relationships. A rainmaker is always thinking from the client's point of view. So, the role of a rainmaker is to collaborate, solve problems and coach the client.
Good salespeople are always selling, but rainmakers don't have to sell. Rainmakers focus on relationships, first and foremost.
Building trust and strength in a relationship enables a climate of comfortable interaction in which the client discovers a solution that's best for them. The client makes the discovery; the rainmaker does not sell the discovery. The client buys the solution; the rainmaker does not sell the solution.
Put in simple terms, this is the difference between “A-ha” and “Uh-Huh.”
• A-Ha: The client discovers and owns the solution.
• Uh-Huh: The client concedes to someone else's position.
The diagram above illustrates the spectrum of interactions that can take place between A-Ha and Uh-Huh. You can see how Uh-Huh and selling align, while a collaborative relationship aligns with A-Ha.
Mini-Portrait Of A Rainmaker
Nancy is one of the strongest rainmakers I know. She strives to learn about the person; she's genuinely interested in the individual and explores who he or she is. She creates an environment in which individuals can feel free to talk about themselves. She elicits stories about their lives. For example, she may ask a client: “What would you do if you were not a _____?”
What Nancy does is create a climate in which the client naturally and comfortably interacts. The client gladly explores their challenges, hoping Nancy can help with a solution. And almost every time, Nancy can help. Why? Because she doesn't limit her generosity to just the products and services she offers.
Nancy knows many people and can connect solutions to problems, even if the solutions don't provide her direct monetary benefit. Her relationships are very strong and her clients are very loyal.
One other thing you should know: Nancy's close rate is very high. She builds strong relationships with high-probability clients. She and the client collaborate, opening the door of discovery to solutions for many of the clients' problems and challenges, including Nancy's products and services.
Business is crowded with good, persuasive salespeople. But instead of competing with them, separate yourself and operate like a rainmaker. Help your clients discover their “A-Ha” moments.
Ken Cook is an author, as well as founder and managing director of Peer to Peer Advisors, which helps business leaders of small and mid-sized companies. His column, The Rainmaker, will appear in every other print edition of the Worcester Business Journal. Cook is a resident of Wales. You can reach him at kcook@peertopeeradvisors.com.
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