You Know Your Stuff, but You Don’t Know People

The following excerpt is from Sales Psych – 45 sales motivation tips for tough times:

Harry Beckwith (What Clients Love) says to “Hire for relationships, train for skill.” He said there are two reasons for this. First, people constantly grow at their tasks but few improve at relating. Second, people forgive the mistakes of others who seem to care for them.

Selling is a relationship business. That’s why accountants, attorneys, and engineers have a difficult time when starting their own business. They know their business, they know their numbers, but they don’t know their clients. Or at least how to relate to them. How many times have you heard friends say, “He’s a great doctor, but he has no bedside manners.”

Sales managers know it’s easier to hire a nice person and teach him how to sell, than it is to hire an experienced nasty salesperson and train him to be pleasant. Relationships have made more sales than knowledge ever has.

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