My grandfather lived an amazing life. He made many of his own life choices and the others were made for him by circumstance. He was a war vet (submarine duty in World War II and Korea), business owner multiple times, multiple marriages, long-distance trucker (before they had heat in cab of the truck) & he was a pilot. His took chances. He had successes. He had failures. Joe was a people guy. He had the gift of genuine concern and likability.
During his later years, I had the pleasure of working with him. Together we made sales calls for the family business. What we sold together is inconsequential. If you threw a rock, you could hit 3 places that sell what we sell. Still, he got it done.
- We all want to feel important. (Don't just call me when you need something.)
- We want success & happiness in our own lives. (Can you help me with that?)
- We want you to listen. (I need to know that you understand what I am trying to accomplish here.)
- We want to build a natural rapport with people who have shared interests. (If it feels forced I smell a salesman.)
- We buy emotionally & defend logically. (If your product/service does nothing better, I'll buy the cheaper one.)
- We will pay a premium when it makes me feel special. (How else do luxury hotels stay in business?)
Antagonists may argue that relationship based selling has had its day. That "Facetime" has replaced face-to-face time. I believe that "personalization" will never pass and that a genuine hand shake is still very, very powerful.