Chapter 1: The Role of a Pathfinder in Sales

During my time in military service, I served as a Pathfinder. My primary responsibility was navigation, ensuring my battalion could successfully reach their objectives. My duties included:

• Transforming outdated maps into actionable routes.
• Guiding them to strategic attack points.
• Ensuring a safe retreat when necessary.

When I excelled, the team could concentrate on their mission rather than the challenges of the terrain. Conversely, poor navigation led to confusion and lost momentum.

This analogy applies equally to the sales world.

Do you have a "Pathfinder" in your business attire guiding your sales efforts?

My Mentors in Consulting Sales

In the realm of professional sales, my mentors were akin to snipers — precise and effective. They understood exactly what needed to be done. Just assign them sales targets and watch them work their magic.

These experts possess an uncanny ability to:

• Anticipate client needs without being prompted.
• Identify potential pitfalls in sales pitches before they occur.
• Close deals efficiently without excessive follow-ups.

While it may sound exaggerated, these are real individuals who have significantly influenced my sales approach. Their consistent success in surpassing sales targets has taught me invaluable lessons. Here are some essential sales skills I adopted from three exceptional mentors.

Speak Their Language

This may seem straightforward, yet mastering it is a complex challenge. Working in consulting sales, I frequently interact with clients from diverse industries, each with unique terminologies and priorities.

One of my mentors, KB, emphasized the importance of adapting our language:

"Speak in financial terms to the finance team, focus on metrics for marketing, and discuss timelines with operations."

Transitioning from a service-focused mindset to a results-oriented one takes time, but it's crucial, especially with a CFO in the room.

To achieve this, I:

• Rotate through various projects to gain maximum client exposure.
• Mimic the demeanor of different mentors when interacting with clients.
• Engage in casual conversations to better understand how clients express their needs, allowing me to respond in kind.

This approach is similar to immersing oneself in a new language while living in a foreign country.

Don't Just Follow-Up; Follow Through

One of the biggest frustrations for clients is having to interact with multiple contacts for various issues.

Consider how it feels when you're redirected from Kenneth for proposal updates to John for scheduling, only to escalate software concerns with Sarah. It’s exhausting.

In my experience, Joanne, my former Managing Director, vehemently opposed this practice of passing the buck. She expected us to maintain continuity with clients, guiding them through every stage, from lead to long-term partnership.

Joanne referred to this strategy as the "One-Face Client Policy," which led to remarkable client retention. She had clients who remained with her for over a decade, a testament to the effectiveness of personal branding.

Be Present

Being there for your clients is essential, but not in the way you might think. Genuine presence goes beyond virtual meetings; it provides critical insights into customer dynamics and competitive advantages.

Understanding how clients interact with their environment reveals much about their operations.

For instance, my colleague Johnson insisted on immersive experiences, such as:

• Bus trips to client sites.
• Visits to operational facilities.
• Observing interactions in their natural settings.

These experiences allowed us to stay informed and present tailored solutions during meetings.

When I pitched, I could confidently address their specific challenges, saying, "I'm suggesting this software solution because I know your team faces these issues."

Conclusion

Convincing clients to invest in your offerings can be one of the most challenging aspects of business. There's no simple formula for success in sales; it involves persistence, creativity, and learning from setbacks.

Navigating the complexities of sales without a mentor can be a daunting journey. Therefore, seek out experienced sales pathfinders, learn from their methods, and adapt them to fit your unique style.

This approach will not only accelerate your growth as a sales professional but also enhance your earning potential.

About the Author:

As a contributor, I share observations from my daily life and business experiences, which form the foundation of my unique insights. Connect with me on LinkedIn and Twitter!