If you’re in sales or looking for advice on how to sell, you’ve likely heard the phrase “People do business with people.” It’s not just a catchy saying—it’s the core principle of successful selling. In today’s world, where automation and AI are on the rise, the human element in sales has never been more critical. Let’s break down why this matters, how you can use it to make money, and the practical steps you can take to master the art of relationship-driven sales. Remember: People do business with people. Prioritize the relationship, and the sales will follow.
Why “People Do Business with People” Matters in Sales
At its core, sales is about trust and relationships. Customers don’t just buy products or services—they buy the confidence that you will solve their problems. A robotic pitch won’t build that trust, but genuine human interaction will.
When you take the time to understand a client’s needs and communicate authentically, you’re no longer just a salesperson—you become a trusted advisor. This shift makes all the difference between a one-time transaction and a long-term client relationship.
Key Statistics to Back This Up:
- 88% of consumers say trust is a deciding factor in their buying decisions.
- People are 4x more likely to buy when they feel heard and understood.
Building that trust starts with a simple truth: Customers do business with people they like.
How to Be Likeable and Build Trust
Here’s how to build rapport and trust with your prospects:
1. Understand Their Needs
Instead of focusing on your product or sales pitch, focus on listening.
- Ask open-ended questions:
- “What challenges are you facing right now?”
- “What goals are you hoping to achieve?”
- Show empathy by acknowledging their pain points.
2. Be Approachable and Friendly
Your demeanor matters as much as your words.
- Smile genuinely and maintain good eye contact.
- Use their name during the conversation—it makes interactions feel personal.
- Stay positive, even when addressing objections.
3. Focus on Providing Value
Shift your mindset from “selling a product” to “solving a problem.”
- Highlight how your solution benefits them specifically.
- Share testimonials or success stories from similar clients.
The ABC of Sales: Always Be Closing
The classic mantra Always Be Closing (ABC) has evolved. While closing the sale is still the end goal, modern sales professionals know it’s about creating a win-win scenario. Here’s how to incorporate the ABCs into your process:
A: Ask Questions
Great salespeople don’t talk—they listen.
- Use discovery questions to uncover the customer’s true needs.
- Clarify their answers to ensure you understand their priorities.
B: Build Rapport
People buy from those they trust. Take time to establish a connection.
- Find common ground: hobbies, mutual acquaintances, or shared values.
- Mirror their communication style—if they’re formal, match their tone; if casual, be conversational.
C: Communicate Value
Clearly outline how your product or service solves their problem.
- Use data, examples, and visual aids to strengthen your case.
- Focus on benefits over features. For example, instead of saying, “Our software automates accounting,” say, “Our software saves you 10 hours a week on accounting.”
Proven Ways to Close the Sale
Once you’ve built trust and demonstrated value, it’s time to close the sale. Here are some proven techniques:
1. The Assumptive Close
Act as though the customer has already decided.
- “Would you like the standard plan or the premium plan?”
2. The Urgency Close
Create a sense of urgency to motivate action.
- “This discount is only available until Friday.”
3. The Value Close
Reiterate the value they’re getting.
- “With this solution, you’ll save $5,000 annually and reduce stress.”
4. The Trial Close
Gauge their readiness to buy.
- “Does this solution feel like the right fit for you?”
5. The Direct Close
Be straightforward and confident.
- “Are you ready to move forward with this today?”
Tips for Long-Term Sales Success
Follow Up Religiously
Many sales are lost due to lack of follow-up. Stay in touch without being pushy.
Invest in Sales Training
Stay sharp by learning the latest techniques in sales training.
Leverage CRM Tools
Use tools like Salesforce or HubSpot to track interactions and personalize follow-ups.
Focus on Referrals
Satisfied customers are your best salespeople. Ask for referrals after closing a deal.
Build Relationships First, Sales Will Follow
In the world of sales, success isn’t just about pushing products—it’s about people. By taking the time to understand your prospects, being approachable and trustworthy, and mastering the art of closing, you’ll not only make money but also build lasting client relationships.
