Make Them The Hero!
Two weeks ago in the post about how consistency builds trust with the customers I referenced this week’s title. This is a crucial secret of all for becoming a successful sales professional. That is: Sales isn’t about you. It’s about the customer.
I know some of you did a “wait, what?”
That’s right making a sale is not about selling a product or service to a customer. It’s about helping them to be a hero of their story.
Why Customers Need to Be the Hero
Too many salespeople want to be the center of the story—the one with the slick pitch, the clever answers, the grand solution. But customers don’t buy to make us look good. They buy because it makes them look feel like they are winning in their story.
· 74% of buyers choose the sales rep who first adds value and insight to their journey (Demand Gen Report).
· Buyers who feel understood are 3x more likely to purchase (Forrester).
Customers want someone that will be in their corner to help them succeed in their endeavors, not to say, “Kevin was such a great sales professional, I just had to buy from him.” They are not looking for the best skilled sales professional to shine the spotlight on, they want to show the world how great of a deal maker they are, how awesome of a purchase they made, how they have just leveled up to take on the world.
How to Make Customers the Hero
1. Frame solutions around them – Instead of “Here’s what we do,” shift to “Here’s how this helps you reach your goals.” Focus on them in the language.
2. Connect them to resources – Sometimes value isn’t selling your product, it’s introducing them to someone who can solve another problem. I call this being the bridge and it has netted me future sales because the customer could not help but recommend me to friends and family.
3. Celebrate their wins – When they succeed, shine the spotlight on them, not yourself. Let them know they are valued and that you support them and are glad you could be a part of their journey.
Think of yourself as the guide in the customer’s story—like Mickey to Rocky Balboa You’re not the main character; you’re the one who equips the customer to win their fight, hopefully with a knock out in the first round!
We still need to focus on the process, but if we put the customer’s needs first we will be able to be a part of their success story and others will start coming to us for requests instead of us having to hunt for more business.
Have a great week!
Master the Art of Influence: Build Trust, Drive Sales, and Lead Effectively
Are you ready to become the magnetic force that attracts top performers and your best customers?
I’m Kevin Sidebottom—keynote speaker, sales trainer, and author—and I help organizations unlock the power of influence to achieve breakthrough results.
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✅ Motivate customers to stay loyal and buy again
✅ Build trust and engagement with your team
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With decades of experience studying why people buy and how leaders earn loyalty, I equip sales professionals and executives to deliver lasting value, strengthen customer relationships, and drive higher revenue.
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· Email: kevin@kevinsidebottom.com
· The Sales Process Uncovered Membership
· The Sales Process Uncovered (Book on Amazon)
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