“Who they attractin’ with that line, “What’s your name what’s your sign?”
Soon as he buy that wine I just creep up from behind
And ask what your interests are, who you be with
Things to make you smile, what numbers to dial” – Notorious BIG
Looking at that quote and then re-reading it slower, it hit me like a truck that Biggie Smalls is a sales guy. I know it seems ridiculous, but he absolutely gets it.
Let’s break it down…
“Who they attractin’ with that line, “What’s your name what’s your sign?”
Right now, Biggie is scoping out his competition. He quickly notices using a pick-up line that goes nowhere. We have all been in a situation whether it be networking, at a trade show, or hearsay from a mole, we constantly hear stories of our competition using cheap lines and cheap tactics to gain advantage.
“Soon as he buy that wine I just creep up from behind”
At this point, “that sales guy” is trying to impress his prospective client with expensive cigar and scotch evenings, bagel drop offs for their staff, and other cheap tactics. Sales guys always thinks these things will sway customers to buy, when all the customer did was accept free gifts from their vendors.
This is where an actual sales guy steps in…
“And ask what your interests are, who you be with…”
You see, all businesses have goals, they have pressures, they have initiatives to get to said goals, and they have problems along the way. While sales guy #1 is simply trying to buy his/her way in, sales guy #2 is looking at the big picture.
He/she is pulling back the covers on the bigger picture at large. What are they are trying to accomplish and why? Is the product you are selling a commodity, or can you actually improve their process or save them budget?
This is where the secret sauce lies. Everyone is a “great sales guy”, everyone works for a “leading provider of…”, everyone takes you to lunch, everyone brings bagels. But not everyone can be business relevant. Not everyone can implement a solution that crosses off an initiative that solves a problem that alleviates a pressure that attains a goal.
“Things to make you smile, what numbers to dial”
See, those are things that make customers smile and will get them to continue to call you in the future. Now while Biggie had a different end game, he was still after the same thing we all are. Closing the deal.
Thanks for your time, now go read something else.