Help Me, Obi-Wan
Think back to the first Star Wars movie (or was it the fourth?). The main character is a young man whose world is falling apart. He's learning things that are challenging him to his core, there is chaos all around him, and he's tasked with doing something previously unimaginable. Still, there's something optimistic about him, and he's curious. He believes in himself despite his situation.
Does this sound like any of your customers?
Who does Luke encounter next, almost serendipitously? Ben Kenobi, someone he thought he'd heard of but was otherwise mysterious. Still, there's something about him that leads Luke to believe he'll be helpful. Ben proves himself to be valuable, and they set off on a journey together.
Does this sound like you?
Ben, later to be discovered as Obi-Wan, is exactly what Luke needs. Despite the seemingly perpetual storm around Luke (the new situations, the emotions, the temper tantrums), Obi-Wan is steady and as solid as a rock. He's the calm in that storm. His demeanor almost never changes. Aside from inflection (he's not a droid), his voice never changes tenor, and he never gets emotional. In fact, he's almost the complete opposite of Luke in that regard.
He never tries to do too much, never forces the issue, and is aware of what Luke needs to experience as he goes through his journey. He knows how to help Luke solve his own problems and achieve his ultimate outcomes, and he knows his role isn't to do it for him. He's the proverbial guide- the one we see in every epic tale ever told.
Does this still sound like you? No so much?
Are you aware of your customer's beliefs, insecurities, and difficulties? Do you know what they really need or are you constantly trying to throw some version of your solution in front of them? Are you letting your own emotions get in the way of your process as if your urgency will be reflected in theirs?
Selling can be an emotional process, and those emotions can cloud your judgement of what really needs to be done. The wisdom that we see in Obi-Wan Kenobi (and later in Luke as his Jedi training advances) is reflected in him focusing on what really matters (the next step in the process), and not getting caught up in the heat of the moment. He doesn't tell Luke what he should do, he reminds Luke of what he can do, and that he's right there alongside him to provide guidance along the way.
Think about where this approach is applicable to your current prospects and customers. How closely does your approach emulate these concepts? How much more often would it help you? This is the essence of consultative selling, and storybook archetypes are ingrained in all of us.
What do you think? Join the conversation in the Rethink The Way You Sell Community.
Jeff Bajorek
Real. Authentic. Experience.
There’s a big difference between knowing how to sell and being able to. Jeff Bajorek spent over a decade in the field as a top performer. He’s been in your shoes. He knows what it will take. He can help you succeed.
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