Connection is a superpower

The first part of any business interaction is something we do every day: connecting with people. Some people are naturally gifted at connecting, while others need to work at it, but everyone can connect. Understanding how to relate to and connect with customers is the first step in a successful career. Some people feel that you need to be a loud-talking shyster to be good at sales; in fact, many people define selling as manipulating people, but this just isn’t true. Selling should aim to make people better off every time they interact with the seller and connect them to opportunities!

No one connects with people better than Bob Hurley, it’s like he has a superpower. Bob is a leader in the action sports industry, and he’s been a successful shaper, licensee, and founder of some of the industry’s top brands. Bob’s humble demeanor and sincere respect for everyone he meets have undoubtedly contributed to his incredible success. Bob can connect with an eight-year-old surfer and have a deep conversation about local surf spots, then contribute to meaningful boardroom conversations a couple of hours later. When you ask people about Bob, almost everyone will mention his emotional intelligence: he can manage any situation with grace and remember names, physical details, and stories about people he may have met only once. Those retailers, athletes, and artists are blown away with him and walk away saying, "Wow, Bob cares about me." One of the best examples of Bob's power to connect is the story of his meeting with Phil Knight, former Nike CEO, and chairman. Nike was interested in partnering with Bob's company, and they invited him to make a presentation.

When Bob arrived at the Beaverton campus, the corporate office asked if he would require any specific setup for his presentation, to which Bob responded no, he would be fine. That's because when Bob flew to Nike, it wasn't to show a fancy sales deck—no spreadsheets, no photos, not even a printout. Instead, Bob showcased his brand the same way he presented himself: by demonstrating his value by confidently articulating his mission to serve his consumers authentically and inclusively. Turns out Bob had been building his presentation for years by listening to the industry he loved from all angles: and it was impressive.

Bob shines with the understanding that a team of people is more powerful than anyone alone. He believes that change is good, and to progress, you need to learn and adapt constantly. Thousands of know-it-all brands had undoubtedly pitched Nike with fancy decks. Bob's presentation was different, you see, Bob's ability to connect with people from all walks of life gave him leverage; the more he connected, the more people he had on his side. Bob’s formula for success occurs naturally blending Connection + Relevance to the market = Leverage that gives you the power to make a change.

The turning point in many businesses’ development comes when they stop thinking of sales as a transactional event. Ironically, sales go up when you stop trying to land the deal and focus on what’s best for your new business: new business is whatever your client’s need is. Unfortunately, the world is full of people who work in sales but never actually become salespeople; they spend their days doing administrative tasks and fulfilling demand but never genuinely connecting people to rich opportunities.

The first step to success in sales should be to discover the opportunity by listening. It's a natural skill of extraordinary professionals, but it works best when you’re driven by your social skills to meet and help new people. You learn something every time you interact with another person, and great salespeople and entrepreneurs are lifelong learners: they can find new opportunities from what seems like the most ordinary conversations. They understand that every word a customer speaks is a potential path to connection, and every connection is a path to opportunity: some now, some later; some huge, and most small.

How you connect is up to you and should be true to your personality; you don't need to be a sell-anything shyster. Some professional salespeople have successfully blended their personal and business lives with a Friendship style, in which private life and business become closely intertwined. A second approach is strictly business and sticking to the facts with an Analytical approach; here, stats like "We’re number 1 in the market and sell 10,000 units a week!" are highly valued. Others take on the role of Problem-solver—"Tell me your issue, and I'll solve it"—and then there are professionals who connect by taking the role of a consultant.

The consultative approach to business combines market information and personal experience to provide the ultimate connection with your audience; over 40% of high-income sales professionals fall into this category. The consultative relationship starts with listening and gaining a deep understanding of the customer. Listening allows salespeople to blend all four selling styles for a 360º approach to helping people. People who listen have a deep understanding of the market. They generate new and exciting ideas because they constantly take in further information. In business, one size never fits all; curating your message is vital. The consultant gains respect by respecting everyone they meet, from an eight-year-old surfer to a corporate billionaire. In this approach, you don't need to be aggressive because your confidence will be infectious, and when required, you can press on your topic with a suggestion.

I hope you’ve enjoyed this volume of StorySelling; practice being an active listener and consultant because you are awesome and have much wisdom to share.