AHA vs. UnHuh

Help Clients Discover the Door of Discovery

Earlier today, I listened to an interview with a gentleman who has over 20 years of sales experience, trains salespeople, and has a track record of success. It was a good interview, and he was on point with many of his comments regarding effective selling. Then a moment occurred where he couched a lot of his concepts under the objective of “persuading” someone—whether it’s to get more time on their calendar, to hear what you have to say, or to listen to your insights regarding trends.

The use of that one word, “persuade,” caused me to reframe the entire interview. Using the word “persuade” gave me tremendous insight into the perspective he brought to the sales situation. It contrasted very clearly for me the difference between good salespeople and Relationship-first salespeople.

Good salespeople work to bring prospects to the point of decision, persuading them that their product, service, or solution is the right one for them. A relationship-first focus, on the other hand, is not about persuasion; it is about collaboration.

A Relationship-first focus leads to communicating through the Door of Discovery, always thinking from the client’s point of view. Your role is to collaborate, problem solve, and coach the client.

Good salespeople are always selling. Relationship-first salespeople don’t have to sell. Building trust and strength in a relationship enables a climate of comfortable interaction where the client discovers a solution that is best for them. The client makes the discovery. You do not sell the discovery. The client buys the solution. You do not sell the solution.

In simple terms, this is the difference between:

• AHA – The client discovers and owns the solution.
• UnHuh – The client concedes to someone else’s position.

Consider the following continuum:

Business is crowded with good, persuasive salespeople. Instead of competing with them, separate yourself—operate with a Relationship-first focus. Understand the difference between AHA and UnHuh, and help your clients discover AHA moments.