Human-Centric Selling: Redefining Success
By Helen Wada with Alex Smith
Selling by Being Human: A New Paradigm in The Commercial World
In the latest episode of Human Wise, I had the distinct pleasure of having a deep conversation with Alex Smith, a formidable force in the sales arena and the host of the acclaimed "Sell by Being Human" podcast. With his role as a senior account executive at Docebo, Alex champions a compassionate and people-centric approach to sales, proving that authenticity and empathy can drive commercial success.
In today's hustle-driven markets, the emphasis often skews towards figures and quotas. Yet, Alex is a tireless advocate for integrating genuine human connection within sales processes—a philosophy both he and I passionately share.
Helen: "It's about reframing sales to incorporate the human element. Both Alex and I believe it's possible to be authentic and commercially focused simultaneously, without compromising integrity".
The Human Element in Business
Our discussion delved deeply into the understanding that successful sales fundamentally involve recognising that both sides of a transaction are being forged between people who have needs and emotions. By understanding these intrinsic human elements, we can transcend mere transactions to forge lasting connections and address real client needs.
Alex: "Sales is all about change. It's solving problems collectively and connecting with the human behind the transaction. Selling by being human means fostering relationships where people are seen and heard".
By focusing on the human aspects, sales professionals can uncover rich narratives and insights that drive meaningful solutions tailored to client needs.
Building Relationships Over Closing Deals
Often, the commercial world portrays salespeople as mere deal closers whose primary objective is hitting targets. However, Alex challenges this stereotype by advocating for the essence of being a facilitator—a role that transcends traditional selling techniques and emphasises genuine relationships.
Helen: "The commercial world often focuses on closing deals, but those who succeed recognise the value in building deep connections and relationships. This shift in focus has profound implications for success, even in today's world where business is less sticky"
Alex: "Facilitators understand the dynamics in a decision-making process. We should aim to guide our clients, understanding their core needs through effective questioning and active listening".
A Personal Approach in Professional Spaces
The podcast episode delved into how personal stories and first impressions have the power to bridge gaps in professional settings. Sharing genuine stories, posing meaningful questions, and creating authentic connections can be transformative in building trust.
Helen: "It’s about finding common connections. 'Who do I want to BE today?' isn't just a question for personal growth, but for client interactions as well".
Alex emphasised the importance of these human interactions in transforming professional relationships into partnerships based on trust and mutual respect.
Aligning Commercial Goals with Human Skills
While facing commercial pressures in sales roles is inevitable, aligning these with human skills can lead to sustainable success. Alex underscores the significance of not tying self-worth to meeting sales targets, but focusing on the profound impact we can make.
Alex: "Your worth isn't defined by a quota but by the difference you make in people's lives. Focus on your contribution, and the rest will follow".
Helen: "By focusing on contributions over quotas, we sculpt experiences that resonate and last far beyond the initial sale".
This philosophy not only fosters better client relationships but enhances personal fulfillment and sustainability in careers.
Practical Steps Towards Human-Centered Sales
The episode concluded with reflections on strategies to adopt a more human-centric sales approach. Here are some key takeaways:
Curiosity and Empathy: Cultivate a genuine curiosity towards clients by immersing oneself in their world and practicing active empathy.
Relationship Building: Move beyond superficial interactions to form deep, meaningful professional relationships that can withstand the test of time.
Focus on Contribution: Shift your mindset from merely achieving numbers to understanding and enhancing what you can contribute to the client's business, fostering a long-term partnership instead of just a transaction.
Final Thoughts
Adopting a human-centered approach within sales isn't just beneficial—it's transformative. By emphasising connections, fostering genuine relationships, and acting with empathy and sincerity, we don’t just sell solutions; we create experiences that last.
To dive deeper into our conversation with Alex Smith, tune into the full podcast episode
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Connect with Alex on LinkedIn and explore the "Sell by Being Human" podcast for more insights into authentic sales experiences. Human Wise releases new episodes weekly and is available on all major podcast platforms.