The balance between art and science in sales

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Listening carefully to the customer allows you to identify their true needs and concerns, which in turn makes it easier to formulate proposals that are mutually beneficial. According to a report by consulting firm HubSpot, 69% of buyers believe that a salesperson’s listening skills directly influence their purchasing decision. Empathy and the ability to ask open-ended questions that encourage constructive conversation are skills that can transform a negotiation into a productive collaboration.

A successful example is IBM’s negotiation approach, which focuses on deeply understanding customer needs in order to offer customized solutions and create shared value. Flexibility and creativity also play a crucial role in SaaS sales negotiations. Instead of focusing solely on price, it is helpful to explore other areas of value that can be negotiated, such as payment terms, additional services, or extended trial periods. According to a McKinsey study, negotiations that include multiple variables and options tend to be more successful, as they allow for solutions that satisfy both the seller and the buyer. One success story is Salesforce, which often offers flexible contract terms and customization options that better fit the specific needs of its clients, resulting in higher closing rates and stronger relationships.

Understanding the customer

Understanding the customer and their needs very well is another crucial aspect that Pedro emphasized to us. To adapt our proposition effectively, we must put ourselves in the customer’s shoes, actively listen to their concerns brazil telephone number data and desires, and offer solutions that truly solve their problems. Pedro taught us that empathy is a powerful tool in the sales process. By showing genuine interest in the customer’s well-being and striving to understand their perspective, we can build a stronger and more meaningful connection. This connection not only makes the sale easier, but also fosters long-term customer loyalty and satisfaction. Furthermore, by understanding our customers better, we can identify additional opportunities to add value and expand our business relationship. This can include offering complementary products or services, providing ongoing advice and support, or simply being available to answer questions and solve problems when needed.


Pedro also spoke to us about the balance between art and science in sales. This balance refers to the combination of technical and emotional skills needed to be a successful salesperson. On the one hand, we must master the right techniques and tools to handle objections, close sales, and manage customer relationships. On the other hand, we must develop emotional skills such as empathy, effective communication, and the ability to build strong, long-lasting relationships.