Improve Your Sales Process: How To Make Sales Easier For Businesses – Bethany George

As the host of the Obehi Podcast, I have had the privilege of sitting down with experts from various fields, each offering unique insights and strategies to navigate the complex world of business. Recently, I had the pleasure of speaking with Bethany George, a seasoned professional with a deep understanding of how to make sales easier for businesses.

Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery.

In our conversation, Bethany shared invaluable tips and strategies that challenge conventional sales wisdom and pave the way for a more authentic and relationship-focused approach.

This article is about that conversation, and it’s loaded with valuable tips you can apply to your business. Let’s start by understanding what is even meant by sales and some possible dilemmas of traditional sales tactics. Read more at:

Sale and The Dilemma of Traditional Sales Tactics

Sales encompass the process of exchanging goods, services, or ideas for monetary value or other forms of compensation, typically between a seller and a buyer.

It involves identifying potential customers, understanding their needs and preferences, and presenting products or solutions that meet those needs. It’s equally about overcoming objections or concerns, and ultimately leading the customer to make a purchase.

Sales also involve building and maintaining relationships with customers to foster loyalty and repeat business. It’s not just about closing deals; it’s about creating value for customers and building trust through genuine interactions and personalized experiences.

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In our fast-paced business world, it’s easy to get caught up in the pressure to close deals quickly and efficiently. Traditional sales tactics often prioritize transactions over relationships, leading to a disconnect between businesses and their customers. Bethany George recognizes this dilemma all too well.

She understands the struggle faced by high-touch, high-investment businesses that find themselves at odds with the aggressive, one-size-fits-all methods of traditional sales.

So, how can businesses break free from this cycle of transactional sales and forge genuine connections with their customers? The answer lies in embracing authenticity.

Learn to embrace Authenticity in Your Sales

Bethany George’s approach to making sales easier for businesses centers around authenticity and intentionality. She challenges the notion that success in sales is solely dependent on closing deals through forced, transactional methods.

Instead, she encourages business professionals to focus on purposeful and intentional interactions with their customers. But how can businesses apply this principle in real life? Well, here are some practical tips to consider:

1. Understand Your Customer’s Journey: Take the time to truly understand your customer’s needs, pain points, and motivations. By empathizing with their journey, you can tailor your sales approach to address their specific concerns and add genuine value to their lives.
2. Be Genuine and Transparent: Authenticity breeds trust. Be honest and transparent with your customers about your products or services, pricing, and any potential limitations. Building trust with your customers lays the foundation for long-lasting relationships.
3. Listen More, Talk Less: Instead of bombarding your customers with sales pitches, take the time to listen to their needs and preferences. Ask open-ended questions and actively listen to their responses. This not only demonstrates that you value their input but also allows you to uncover valuable insights that can inform your sales strategy.
4. Follow-Up with Care: The follow-up process is crucial in nurturing relationships with customers. Instead of bombarding them with generic follow-up emails, personalize your communications and show genuine interest in their well-being. Whether it’s a simple check-in or a personalized recommendation based on their previous interactions, thoughtful follow-up demonstrates your commitment to their success.

By embracing authenticity and intentionality in their sales approach, businesses can differentiate themselves in a crowded marketplace and build meaningful connections with their customers.

An example to learn from

One prime example of a business that has wholeheartedly embraced authenticity in its sales approach is Patagonia, the outdoor clothing and gear company.

Over the years, Patagonia has built its brand around a commitment to environmental and social responsibility, and this ethos permeates every aspect of its business, including its sales strategy. Rather than relying on traditional marketing tactics, Patagonia focuses on telling stories that resonate with its customers’ values and passions.

For instance, they have been transparent about the environmental impact of their products, even going so far as to discourage customers from buying new gear unless absolutely necessary.

This authenticity has earned Patagonia a fiercely loyal customer base that not only appreciates the quality of its products but also aligns with the company’s values and mission.

By prioritizing transparency, sustainability, and social responsibility in their sales approach, Patagonia has set a powerful example of how authenticity can drive success in business. That leads us to an equally important part of the conversation, relationship building.

Understanding the Role of Relationship Building in Sales

At the heart of Bethany George’s philosophy is the belief that sales are not just about closing deals; it’s about building relationships. In today’s hyper-connected world, businesses need to understand that customers crave authenticity and personalized experiences.

What that means is that businesses that prioritize relationship building over quick transactions are better positioned to meet the evolving needs of their customers and can drive long-term success in the end.

But how can businesses cultivate genuine relationships with their customers? Here are some practical strategies:

1. Be Responsive and Accessible: Make it easy for customers to reach out to you with questions, concerns, or feedback. Whether it’s through email, phone, or social media, be responsive and accessible to ensure that customers feel heard and valued.
2. Provide Value Beyond the Sale: Don’t view the sales process as the end goal; see it as the beginning of a long-term relationship. Continuously provide value to your customers through educational content, exclusive offers, or personalized recommendations. By going above and beyond to meet their needs, you can deepen your relationship and foster customer loyalty.
3. Show Appreciation: Take the time to thank your customers for their business and loyalty. Whether it’s a handwritten note, a small token of appreciation, or a special discount on their next purchase, expressing gratitude can go a long way in strengthening your relationship with customers.
4. Seek Feedback and Act on It: Encourage open and honest feedback from your customers about their experience with your products or services. Use this feedback to identify areas for improvement and make necessary adjustments to better serve your customers. Showing that you value their input and are committed to continuously improving your offerings reinforces your dedication to their satisfaction.

By prioritizing relationship building and investing in meaningful interactions with their customers, businesses can create a competitive advantage and drive sustainable growth.

I understand that we have talked about new connections, but what about the existing connections? Those two are great resources in your sales strategies.

Leveraging Your Existing Connections to Increase Sales

One of the most common misconceptions in sales is the belief that businesses constantly need fresh leads to thrive. However, Bethany George challenges this notion by emphasizing the untapped potential within existing networks and connections.

See also Harvesting Engagement in your Agribusiness: How Storytelling Can Cultivate True Connections

But how can businesses leverage their existing connections to drive sales? Here are some practical strategies. Depending on where you are in your business, some of them might be more relevant than others:

1. Harness the Power of Referrals: Encourage satisfied customers to refer their friends, family, or colleagues to your business. Offer incentives or rewards for successful referrals to motivate customers to spread the word about your products or services.
2. Tap Into Your Network: Take advantage of your existing network of contacts, colleagues, and industry peers. Attend networking events, join professional organizations, and engage with your network on social media to expand your reach and uncover new opportunities.
3. Stay Top of Mind: Stay connected with your existing contacts through regular communication and engagement. Whether it’s through email newsletters, social media updates, or personalized outreach, staying top of mind ensures that your business remains front and center when opportunities arise.
4. Provide Value Continuously: Don’t just reach out to your contacts when you need something from them. Instead, focus on providing value continuously by sharing helpful resources, industry insights, or relevant updates. By positioning yourself as a trusted advisor and resource, you can strengthen your relationships and increase the likelihood of future collaborations or referrals.

These 4 are good advice and by shifting your focus from acquiring new leads to nurturing existing connections with intention, you can unlock new opportunities for growth and success.

Conclusion on How To Make Sales Easier For Businesses

The key message here is clear. In a world where transactional sales tactics reign supreme, Bethany George offers a refreshing perspective on making sales easier for businesses.

By embracing authenticity, prioritizing relationship building, and leveraging existing connections, businesses can differentiate themselves in a competitive marketplace and drive long-term success.

Want to learn more about storytelling? Start by downloading the first chapter of The Storytelling Mastery.