Today, I’m sharing a true story, an experience I had in the metalworking sector, which highlights the importance of listening in the sales process.
The company (my client), for which Flavio was responsible for research and development, had a major opportunity: their client, Carl Zeiss in Germany, had requested a quote for the creation of an ophthalmic surgery instrument. This project involved both the development of software (the core business of Flavio’s company) and the main structure of the instrument, which included two aluminum components (uprights) with a very particular design.
Engineer Flavio needed to find suppliers capable of producing these aluminum parts to complete the offer and avoid losing the entire contract.
The problem for Engineer Flavio?
The potential suppliers identified by Flavio did not have the appropriate technology to produce the aluminum uprights in line with the aesthetic design required by Carl Zeiss. Failing to meet this requirement would jeopardize the awarding of the order to Flavio’s company.
Understanding Flavio’s needs
Flavio and I had met through projects involving plastic products, and, feeling uncertain from the feedback he was getting in his supplier search, he reached out to me. I engaged in active listening with the goal of understanding the context.
I asked open and targeted questions, encouraging dialogue to gather valuable insights. Flavio and I understood each other: we were on the same wavelength.
Wrong perceptions and opportunities
The proposals from other suppliers were influenced by unspoken assumptions from the client, such as the need to keep costs down, even though budget was never actually an issue. Our offer, on the other hand, was never discussed in terms of price, revealing the client’s openness to alternative solutions.
Building trusting relationships
Trust as a fundamental
From that day on, Flavio chose me as his sparring partner, becoming a loyal client. Carl Zeiss launched the product on schedule and praised Flavio and his team, confirming their satisfaction by purchasing thousands of high-value surgical instruments. Although the aluminum supports represented a minimal cost compared to the overall price of the instrument, the entire supply chain benefited significantly from the success of the sales.
Lesson learned
- Selling is much more than offering a product or service. It’s a process that requires empathy, attention, and genuine interest in the client’s needs.
- It is essential to maintain a realistic approach so that ideas can translate into effective actions, especially in today’s VUCA environment (Volatile, Uncertain, Complex, and Ambiguous).
- Listening is the first step in building relationships of trust and success in the business world.
- Let’s never forget that, ultimately, the best way to sell is simply… to listen!
How can I help you?
Do you want to export your product abroad but lack a clear understanding of who your counterpart will be on the other side?
Do you need a sparring partner who can play the critical role of the ‘in-house client’ to deconstruct and rebuild your offer, assessing critical points before the client discovers them?
Do you want to avoid cultural misunderstandings that could jeopardize your business success?
Call me for an introductory appointment, tell me about the opportunity, and let’s develop a strategic plan together to enable you to move forward.
