How To Transform Your Sales Process By Selling From The Heart

No, it's not just a fluffy title; Selling from the Heart (2018) is a bestselling book (and podcast) by Larry Levine, and in the six years since its release has been instrumental in changing the sales world as we know it. The book explores outdated myths about sales and sales people, emphasizing the need for authentic relationships and transparent communication in a post trust world.

This isn't just a platitude, either; there are tangible benefits to selling from the heart, both for businesses and sales professionals. From forming a personal brand and building trust to retaining customers and driving more sales, selling from the heart is a profound journey toward attaining an unbeatable competitive edge.

We sat down with Jackie Joy, Selling from the Heart executive coach, to discuss some of the book's key aspects and learn how your sales reps can reshape their approach for more effective sales.

Key insights for sales professionals

While Selling from the Heart (as well as the Selling from the Heart podcast) is packed with valuable information for sales leaders, sales managers, and sales reps, we explored some of the book's most salient topics with Jackie.

By taking note of these expert tips, sales professionals at every level can up their sales game and advance their personal careers.
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1. Don't copy other sales reps

Anyone who's ever worked in sales will be familiar with the typical first day: you're shown to your desk, given a script, and told to do exactly what 'Johnny' (the company's top-performing sales rep) does. Sure, you might learn some basic sales skills, but you're unlikely to see great returns.

That's because you're immediately sacrificing your 'edge' - the thing which makes you you, and therefore more approachable to customers - on the alter of uniformity.

Plus, it completely neglects an emotional connection between sales reps and potential customers - after all, both are individuals, and exploiting individuality for fresh ideas and more trust can go a long way in sales.

2. Always follow up

Communicating with customers isn't just about making that initial cold call, or even about making further calls in order to clinch a sale. A true sales professional knows the value of following up.

And yes, that includes following up even when you didn't make a sale. Jackie told us that she used to ask all her customers for specific feedback on her sales process, even when they declined. That way, she was able to gather crucial data on the strengths and weaknesses in her selling process and approach buyers in the future with more skill.

Another key aspect of communication in the sales process with sales teams sometimes fail to realize is returning customer calls. Sure, it could be a complaint or a sales objection, but it could also be a referral request. Either way, sales professionals should always be willing to pick up the phone to their customers.

So following up isn't just about building relationships (although it's extremely important for that, too). It's also about honing your craft as a sales professional and recognizing that active self-analysis is a great way to drive success in the future.

3. Value customer relationships

Jackie recently asked one of her clients: 'what made you go with me in the beginning and what made you stay with me?' The client said that it was the product which first made her sign up, but it was Jackie's treatment of her that made her stay.

The first answer demonstrate the value of a great, personalized pitch, but the second shows us how sales professionals taking the time to establish genuine connections is one of the fundamental sales skills for long-term success. Not only will her customer return to her again and again, but she'll be more likely to refer Jackie, too.

49% of consumers say they made a purchase because they trusted the seller. But trust here isn't just about saying the right words, it's about following up and being able to demonstrate authenticity through consistent action.

4. Become a sales professional, not a sales rep

'What's the difference?' we hear you ask. Well, it all comes down to your sales practices and how you view your sales career.

Be honest here: is your only goal to get your commission? Don't be shy about saying 'yes' - most sales reps would. And that's because that's how most company's train their sales reps. If you do this, this, and this, you'll get your money.

Remember, though, that income is the outcome, not what your mission should be. And despite how that may sound, that doesn't mean sacrificing income. It means, simply, that everything takes care of itself when you do things the right way.

By implementing clear and empathetic sales practices, building trust with your customers, and consistently following up, you're actually investing in more deals and building your reputation as a sales professional.

Jackie has some harsh (but true) words on this: if your sales pipeline is empty and your sales funnel isn't working, you don't need to look any further than the mirror.

It's easy to blame everything from your sales manager to your less-than-perfect office technology, but when push comes to shove, you, as the sales representative, are the only one who can make a difference. Sales professionals know this.

5. Know why you're selling

One of the best ways to meet sales goals and stand out in the most competitive markets is to reassess why you're selling. Again, for sales professionals, it's not just about their commission or achieving more sales. Selling from the heart means truly understanding what value you're bringing your customers.

Before initiating a sales process, always ask yourself what your customer needs, how your solutions can help them, and why they should choose you. It's not about convincing a customer that you're the best person to buy from, but about being the best person to buy from. And in a sales world filled with commission-focused sales leaders and sales teams, setting yourself apart from modern myths and empty suits translates to loyal customers and more effective sales.

It's also crucial to understand exactly what you're selling. Generic sales pitches just don't cut it anymore. You need to know your product or service like the back of your hand, so when customers are dealing with information overload, you can help them make an informed decision. Trust us, they'll appreciate it.

Make the sales world better by selling from the heart

Let's face it, the sales profession and 'trust' don't exactly go hand-in-hand for most people. The sales world has traditionally suffered from a poor image and 'Wolf of Wall Street'-style bad reputation. But a book seeking to change selling methods and transform the public perception of sales professionals is changing that; Selling from the Heart is just such a book.

Larry Levine's selling strategies present actionable ideas that all sales people can use (whether they're working an outbound sales conference or following a copier sales process) to grow sales while revitalizing their reputations. And with customers more wary than ever of giving away their emails and connecting with reps, it's never been more important to foster trust and explore fresh ideas.

You can order Selling from the Heart for free online today. Levine and his team also offer inspiring Selling from the Heart masterclasses, which coach you through the principles step-by-step.

If you'd like to connect with Jackie, you can find her on LinkedIn. And don't forget that the Leadium blog is packed with expert advice and actionable insights on a range of B2B lead generation and sales development topics - so if you're looking to up your sales game and drive success, you're in the right place.