Sales is like Skiing

Recently I went skiing with my family in Vail, Colorado, and it struck me that running a business is a lot like swishing down the mountain.

Vail has almost 200 ski runs that range from green (beginners) to double black diamonds (advanced). Every time you head up the mountain you have a choice on which run you plan to come down.

Buyers are the same – they can head down any slope as they navigate what they need. The magic is when you are on the same slope as your buyer – providing exactly what they need and want, exactly when they are ready for it.

Look at it this way – if your potential buyer is on the Bunny Slope (a green beginner run) going slow and gaining confidence as they go, and you came flying down the mountain like the expert that you are, it will immediately intimidate them, leaving them feeling like you don’t “get” where they are in the process.

On the other extreme, if your potential buyer is zooming down the double black diamond and you come along slowly navigating the moguls, and stopping to catch your breath every few feet, they won’t see you as the partner they need or want.

So how do you choose the right run for you, knowing that your ideal clients will be skiing alongside you and understanding how fast or slow you need to be to stay with them, not overwhelm them, or intimidate them?

Generally speaking, the people on the Bunny Slope need more information. Some may not even be aware they have the pain or problem or challenge that you solve. They might feel the burn feel, or the unstable wobble of it, but possibly can’t pinpoint the issue to be solved. They just might not know what they just don’t know.

Or they could be extremely cautious or under confident, therefore not in the market for a solution. But that doesn’t mean they are not open to information, illumination, exploration, and even some education on how to become better.

If you are skiing on the beginner slope with them, you need to recognize that they need guidance. Give them your attention, stay with them down the slope and help them along. Know that this is a longer sales cycle and be patient.

If you are on the blue slopes (which are intermediate) they have some information and confidence under their belt. It’s logical to believe they are exploring options, seeking new opportunities, and ready to try new things. This is when you can stay with them and show them the twists and turns, explain the next move and solution that you believe will get them to the next level.

Stay with them, continue to be in their line of sight, ready to show them the way.

Then you have the double black diamond buyers, yes, BUYERS>. These people are going fast and they are ready, willing, and able to make a decision.

Don’t delay, don’t slow down to explain a turn or a detour or an option. Keep them moving down the slope. If you don’t they will swish on down the terrain without you!

During your career you will have some potential clients that will start on the double black diamond, some on the Bunny Slope, and some on the blue intermediate runs. The more complex your solution the more likely they will start as a beginner.

If what you sell is more of a commodity, or if there is vast public understanding of what you do, then realize the double black diamond is most likely the run they are barreling down when you catch up to them.

Just like on the mountain, even on the Bunny Slope, you can spot the expert skiers. Even if they are going slow and helping the beginners. Expert skiers are graceful, smooth, able to help others with the advice and direction they need – exactly what they need when they need it.

Like an expert skier – if you recognize and meet people where they are, your skills, your expertise, your values and your confidence will shine through.