This article originally appeared in the March 2022 issue of Security Business magazine. When sharing, don’t forget to mention Security Business magazine on LinkedIn and @SecBusinessMag on Twitter.
My journey in the security industry began in the days of tube cameras, when there were very few women in the market. When I first started, females especially had to know their stuff, and the questions that were asked of the few females were not typically asked of our male counterparts.
We were tested to see if we could stand up against the men. I am not looking for pity, but instead, to share how I got my start selling in security, how it has shaped the successes I have enjoyed along the way, and how I sell today.
Traditional vs. Relationship Selling
I have watched as sales has changed and grown over the years, and I have seen what it takes to build a successful selling career as the underdog. I have learned that there are two different kinds of selling: traditional selling and relationship selling. I believe that relationship selling results in longer term, meaningful business relationships.
Early on I saw the benefits of selling through relationships. I looked at each customer or prospect as someone I wanted to get to know better and possibly become friends with and began to build trust. I was once told that people love to talk about themselves. You can get them talking by asking questions. They will tell you things you never thought possible. If they trust you, they may become a customer for life no matter what you are selling or who you are selling for.
The traditional selling concept aims at selling a product once to a customer by uncovering or building a few needs and then turning those needs into sales. This process does not start with the goal of building a long-term relationship.
The relationship selling model is the concept of building a long-term customer relationship. Not only do you become a trusted advisor or supplier to your customer, you also enhance the brand and image of your company.
The focus on relationship selling is advising the customer about their problems relating to the product; while the focus of traditional selling is to sell goods and services and move on. Relationship selling takes a little more planning than traditional selling. In the beginning of my career, that meant answering questions and being a knowledgeable source for security information in the industry. Today, it means knowing your customers’ hot buttons and uncovering their needs to solve their problems.
You do not need to know all the answers, but you do need to know where to go to get answers to their questions. Do not just guess at the answer. By doing this you will build the relationship and increase their confidence in you and your products or company.
First Impressions are Important
The first impression that you make with someone can impact the relationship for years to come. Today, a lot of first impressions are made on camera via Zoom or Teams calls. It makes first impressions that much more critical. Turn on your camera, make sure your mic is on and the lighting is good, and the background is something clean and professional.
We have all become more relaxed with not turning on our cameras over the last few months hoping that this way of communicating is going away. I personally do not think video calls are going away any time soon; in fact, I think even after this pandemic video calls will continue to be a viable way to have meetings.
When you can use your camera do it – and do not feel bad about asking your customers to turn theirs on as well. Again, it is about making lasting impressions that build relationships, and it is easier to build a relationship when you can see the people on the other side of the camera. Strong customer relationships drive sales, sustainability and growth.
Diana Hanna is National Director of Sales for PSA Security Network. To request more information about PSA, visit www.securityinfowatch.com/10214742.
