As a rookie salesperson, I was under the impression that I had to convince my client that my products and services were the best.

Why? Because that’s what Digital Equipment Corporation taught me in nine months of sales training.

The goal was to differentiate ourselves from the competition and win the business. In my opinion we did have the best product and services. I often wondered that if that’s the case why should I have to convince my client we were the best.

In my new book, The Servant Seller, I address a key point that our responsibility as sales professionals is not to convince. It’s to understand.

If your approach is to dominate the discussion talking about your company’s products and services, you’re missing everything you need to know about the client.

What you need to do is shift your mindset from convincing to understanding.

The client most likely has done all the research they need to know about you and your company’s offerings. Also, your reputation in the market. Their mindset is to see if you are interested in finding out what’s most important to them and see if you can solve their challenges.

The client is more interested in seeing if your goal is to sell or to serve.

There is a big difference.

We’re often taught that the priority for selling is to win the business at any cost.

But, serving is learning if you are truly a fit for their goals and objectives.

The best salespeople will tell the client that their solution is not the right fit for them when that’s true. They will also recommend a company that is the right fit.

Have you ever done that?

Clients respect salespeople that are open and honest and put understanding the client’s situation above everything else. The servant seller mindset asks, “How does this client need me to communicate?”

The question I love to ask up front is “What is most important to you?” This will also reveal something about the client’s personality style which I address in my book, The Relationship Selling Secret. The answer to this question will reveal what the client values.

When you understand the client’s personality style, you stop trying to convince them and start helping them make a better decision.

It is critical to adjust your approach to their personality style. For example, Blues prioritize relationships and don’t like to be pressured. They like to start out with small talk, and you need to build trust.

The Gold style likes direct communication and values the financial aspects of your solution. What’s the return on investment? What is the reputation of your company? They expect well-thought-out questions about how your business operates.

The Green style is inquisitive and expects insightful questions. They will only volunteer information that is asked for. They value innovation and look to make their future better. You can expect some skepticism.

The Orange style is action oriented and likes to control the discussion. Don’t get into too much detail since they are big picture focused.

Remember, it’s not about you, it’s about the client. Give them what they need.

Here’s to great selling and serving.