The best part of my job is I get to interact with lots of client teams and clients – and I am always impressed by the dedication of our people to serve our clients.
But a couple of weeks ago I was listening to a client team describe their account plan and I was struck by the way they used the words “Sales and Delivery”.
I am not quite sure why, but the words “Sales and Delivery” made me feel really uncomfortable and it continues to bother me…….. somehow it seems that those words are more appropriate for used cars or computers or furniture - not for professional services. We use the language of “client” instead of “customer” for a reason – we are a professional services firm, not a product company.
I would be very uncomfortable if my doctor was focused on sales and delivery…..he words “relationships and impact” seem much more appropriate for clients and professional services.
“Sales” does not seem to be compatible with the trusted advisor relationships we need and want to have with our clients. We need to make sure we have impact …………..not just deliver on time, on budget and be compliant to our contract.
So what is the difference?
When I think of “Sales”, I think of short-term transactions ….pushing, talking, telling, knowing, …. a focus on features and putting one’s own interests first.
When I think of “Relationship”, I think of long term connection…. listening, empathy, understanding, focus on benefits…… and putting our clients’ interests first.
So what do you think?
Would it matter if we shifted our language/thinking from “Sales and Delivery” to “Relationships and Impact”? Maybe I am just old-fashioned and this is not important…… but the language we use does seem to guide the way we think and act.
If you have interest in learning more you might consider reading the classic The Trusted Advisor that has just been updated with a 20th Anniversary edition. The newer book Never Say Sell also brings to life some of these ideas
Just a few thoughts……..
I may be a tad younger than you but have always been in client services. Delivery means providing the highest standard of care we can for the clients presenting & underlying problems.
Sales is an opportunity to solve that.
Impact, I like the idea of, because it focuses on client success, which is what we're in the business of / should be in the business of.
Relationships, don't seem to replace sales, they are underlying sales & delivery / impact. Changing sales to relationships reminders me of your write-up about friends vs buyers. We can have helpful relationships with all kinds of people but that doesn't mean they want to pay us to deliver something or provide an impact.
I'm also curious if you've read The Challenger Sale and what your thoughts are on that book.
Cheers!
Hi Walt. Great article!
The book SPIN Selling by The Huthwaite Corporation is a must read for anyone in professional services who is, or will be, “developing new business” with existing clients or prospective new clients. It is quantitative and qualitative based on over a 10 year timeframe and over $1 Million dollars tracking the highest performers on a global basis to root out the key behaviors of the highest performing sales professionals. Many sales systems out there have copied their system with minor changes to avoid copyright and trademark infringement. But SPIN Selling is The Holy Grail.