Conscious Selling: An Approach That Can Transform Your Sales and Customer Relations


For all businesses across the globe, be it products or services, there is a commonality. And that is the fact that their success revolves around their ability to sell what they have to offer. Huge sums can be spent on branding and marketing but they are futile if no one buys from you. To make that happen, sales teams need to be specialists in their regard. They need to master the art of selling. And be conscious about the same. That is essentially termed as ‘conscious selling’. It is an approach as well as an art. Sales as a business element has had a paradigm shift in the last decade or so because of plenty of factors. This means that the capabilities that the salespersons have to hone and master have also evolved. Creating a consciousness around selling serves three perspectives – purpose, people, and profit.

The know-what and know-how

When treating the word ‘conscious’ in connotation with business, sometimes thoughts can be a little preconceived. It of course relates to being alive and being able and to adaptation and awareness. Yes, these elements have their own space in ‘conscious selling’. But contextualizing consciousness into business also calls for another take or angle. Conscious selling is all about an intrinsic intention and desire to bring in a purpose to selling. The adjustment and alignment towards critical elements in a role that actually drives business is a necessity. Your salespersons have to understand that a customer has choices around from your competitors. That is where they have to sell a ‘difference’. As a business, it is essential to know that making money is extremely important. Without money, it is hard to have any impact or make any difference. All the best and most conscious companies, startups, and millennials today are welcoming the fresh concept of business relations that are based on meaning and purpose.

Engagement through commercial conversations

To have a successful conscious selling, you have to communicate with people through engaging commercial conversations. There are 9 such ways or commercial conversation methods that your sales teams need to adhere to so that purposeful and meaningful selling can be achieved. These 9 commercial conversations have been listed very ‘artfully’ by Bernadette McClellandOpens a new window in her book – The Art of Commercial Conversations. She is a former Xerox sales executive and currently is at the helm of her consulting firm for personalized and boutique sales.

Here is a brief on those 9 takes on commercial conversations:

Conviction and The Art of Rebellion – To convince someone, you have to believe in what you are offering. And that is not just limited to loving what you do. It is also about being courageous enough to be a game changer and step beyond your limitations. Once you have achieved that, convincing someone to buy from you is possible.

Connect and The Art of Mindfulness – While this might seem to have a spiritual undertone to it, it is not confined to that. There is a lot of noise out there and people are busy. You must make the most of your opportunities to ensure that you are always there when your buyer needs you. Otherwise, they will find someone else.

Contact and The Art of Social – The world is a social space. As a business, the artistry here lies in leveraging that space to make partners and identify the people who wish to buy from you.

Content and The Art of Story – The content you put up should not just tether around the benefits, advantages, or features that you have in store. Engaging content is based on how well you can tell your story. Excelling at storytelling will enable you to get the attention of buyers. Then comes the importance of distributing that story into different channels using value-based messaging.

Consult and The Art of Tension – Consulting is not a mere Q&A process. It needs to be personalized and has to have the ability to clear out clutters through logical reasoning. That way, you can actually make a ‘difference’ in the world of your customers or clients.

Context and The Art of Meaning – It is a wise saying – ‘Hope for the best but prepare for the worst’. The context you instil has to be based on your thorough knowledge and understanding. There are variations and interpretations that must be considered. When you are afraid to lose, you limit your chances of winning.

Contract and The Art of The Ask – Many times, sales teams end up thinking of a contract as a deal. That mindset has to transform into a realm where you know and master the art of knowing when to agree and when to disagree.

Conspire and The Art of Collaboration – To think that customer relations are just about good services and maintaining a solid contact, is very conventional. Today, customers need to be an integral part of your business in itself. You have to work with your buyers and collaborate to get better and evolve. It is an essential learning curve for all.

Contribute and The Art of The Start – The subtext of contribution should not be limited for you to think about only profits, money, or stakeholders. Instead, the contribution has to be purposeful and meaningful.

Conscious selling essentials

Salespersons today must have the credibility and a set of skills to conduct conscious selling. Awareness and being in consciousness at all times during a conversation with buyers is a thumb rule. Intuitiveness is a primary key in this regard. A salesperson must also be able to foresee and foretell. Insightfulness is another ability that is a prerequisite. It is time to move on from the traditional belief that just being a good listener is enough to make for a good salesperson.

Then comes the ability to know what your product or service really holds for the buyer or client. This takes us back to the word used before – ‘difference’. Buyers look for differentiation at all times. Conscious selling is about offering a difference not a service or product. Next is responsibility or taking ownership of selling. Salespeople have to deeply know the area of concern for the client or buyer and how that concern is addressed by your offering. Any ambiguity here, and rest assured that people won’t buy from you. Provision of value should be the focal point of conscious selling. And, in a connected world, providing value is all the more important.

Another aspect which plagues some sales teams is that people are too keen on incentives and commission. While they are great motivators, an ideal conscious seller is not attached to them. A balanced emotional quotient is what a salesperson should aim for. Sometimes, a common mistake is being blindfolded by the incentives which lead to meaningless sales. That would mean that your buyers feel that they were taken for a ride by your salesperson. Firstly, they will never return to you. Secondly, their word of mouth about your sales team can hamper you quite badly.

A good salesperson is never satisfied with his or her efforts. There has to be a relentless attitude and a drive within to get better and better. An egoistic approach where one feels – ‘I did this. No one else can’, will lead your business nowhere. To be good at conscious selling, a salesperson needs to treat your brand as their own. When that happens, there is an automatic level of trust that is created in the minds of your buyers.

Last but not the least is the respect your salespersons have for your business or organization. They must know when to realize that the negotiation they are entering into is getting to a place where respect is in danger. While offering a discount is great, a good salesperson also has a fine line that should never be crossed. Else, it is just selling because you have been asked to. It is not conscious selling. Asking the right albeit tough questions is better than avoiding them for likeability.

A fair conclusion

The world of sales would continue to change and your business should always be ready to accept them and adapt accordingly. That also calls for change in attitude and approach. The aforementioned ways of conscious selling and commercial conversationsOpens a new window , when adapted to a nicety, would lead your business toward improved customer relationships, better collaboration, and above all, higher revenues.

At Customer Growth SummitOpens a new window   CGS Keynote 5, join Bernadette McClelland, the most recognized sales leader, who has led high net worth sales initiatives, new product launches and managed enterprise projects to drive specific outcomes. A former sales executive with Xerox Australia, Bernadette helps leaders and organizations internationally bridge the gap between their business goals and their business potential.

In her Session titled ‘Conscious Selling and the Art of Commercial Conversations’ learn how to shift the sales conversation and raise the bar for B2B selling to be more “real” and transparent, and get support to reach your true leadership potential while getting educated and inspired with new ideas, provocative questions and hard-hitting truths. Know strategies and three new tactics to improve your approach, focus and outcomes in profitable and purposeful revenue growth.

Opens a new window

Discover answers for true differentiated and lasting sales growth, leveraging a treasure of untapped opportunity with your existing customers. Join 7 WORLD-CLASS sales experts as they bring you strategies to help you become a trusted authority, distinct from your competition and double your profitability with consistent repeatable sales immediately at the Park Lane Hotel on November 16-17. How do you double or triple the sales growth from your existing customers while retaining more of them and becoming a true trusted authority? Find out more at Customer Growth SummitOpens a new window . Save 20% with promo code MTA20Opens a new window