A while back in class, we watched a scene from The Office. In this scene, we have Jan and Michael “fighting” for a sale. Jan starts the sale by talking about stats and jumping right into what Dunder Mifflin is offering. Michael does the opposite.
At first Jans method makes sense. She’s down to business and serious–even if in the same episode she does the opposite. While sales can be down to business and serious to get to that level, you need to have some sort of connection. This is why Michaels’ way works. Jans’ attempts bore and don’t connect with the potential client. But Michael doesn’t talk about the stats or the whys. He connects with the client. He makes jokes, orders food and drinks, and talks to the client about life in Scranton. He connects to the man across from him, rather than heading toward the sale at first. Two guys from the same town connect more than two people talking about stats.
This is why Michaels’ method works better than Jans’ attempt. Jan doesn’t see a person; she sees the potential sale, the money, the prestige of making a sale. Michael tells awful jokes, sings a jingle, and tells stories that connect to the client. Michael comes across as honest and authentic, but he finds the pain toward the end of the meeting. This is why Michael wins the sale. He listens long enough to make the client feel valued, understood, and appreciated. When Michael offers a solution, it doesn’t feel like a sale; it feels like an option. It provides an option to the client.
While there are times when people want Jans method, Michaels’ works better in the long run. If something goes wrong, having a connection outside of a sale goes a long way. And if things go great, a connection results in continued business.
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