In the world of sales, there is no success without understanding your audience. You can be the best communicator, have the finest product, and even offer the most competitive prices, but if you don’t know who you’re speaking to, you’re shooting arrows in the dark. The age-old concept of ‘knowing your audience’ is often what separates a mediocre salesperson from a master of the craft. In my book, The Master Salesman: Jesus and the Art of Service, I delve into how Jesus’ ministry serves as an enduring model for meaningful connection and service.
In this pursuit, the importance of what I like to call your ‘Master List’ becomes apparent. A ‘Master List’ is a meticulously curated record of potential clients—each one different, each requiring a unique approach. Think of it as your fisherman’s guide, detailing what bait works for which fish. Jesus was the epitome of someone who understood His audience. His ministry was multi-faceted, addressing the needs of different groups through tailored messages and acts. “For the Son of Man came to seek and to save the lost” (Luke 19:10, ESV), a principle that resonates with the fundamental task of audience segmentation in sales.
But how do you make that ‘Master List’? It starts with service as its cornerstone. A genuine commitment to service is not only ethical but also practical. The IDEAS Sales System, which stands for Introducing, Discovering, Evaluating, Adapting, and Serving, serves as a helpful guide here. Particularly, the ‘Discovering’ and ‘Evaluating’ steps are where you can get to know your audience better. You’re not just introducing your service or product; you’re listening and understanding the client’s needs, which is paramount in categorizing them effectively. This is where Jesus excelled; His acts of healing, His parables, and His interpersonal relationships all showcased an unparalleled understanding of individual and collective needs.
Moreover, your belief system plays a critical role. The Triad of Belief—belief in your industry, belief in your product, and belief in yourself—is the lens through which you view your audience. A strong triad equips you to transfer belief into your customers. This enables a deeper understanding of what they really need, not just what you assume they might want. It’s about showing them that you believe in what you’re offering, thereby enabling them to believe in it too.
As you populate your ‘Master List,’ consider also the tools at your disposal. Today, technology has provided salespeople with invaluable assets. From analytics to CRM software, use these tools to deepen your understanding of your potential clients. Remember, in an age of digital interactions, the personal touch remains indispensable. Your list should not be a static document but an evolving guide that grows with each interaction and every closed deal.
Reading through the scriptural lens, “For thus says the Lord God: Behold, I, I myself will search for my sheep and will seek them out” (Ezekiel 34:11, ESV). Much like a shepherd who knows each of his sheep, understanding your audience is an active, ongoing commitment to service. And while technology is a great enabler, it should never replace the humanity of genuine relationships. The stories from Jesus’ ministry in The Master Salesman: Jesus and the Art of Service demonstrate the timeless value of this principle.
If you’re intrigued by how the art of sales can be elevated to a form of meaningful service, diving deeper into this subject in The Master Salesman: Jesus and the Art of Service might be beneficial for you. For those who wish to take this even further, one-on-one training and coaching at Closer Classes could offer more personalized guidance.
The customer is ready to buy. He needs you to help him believe.
Article Summary
The article explores the significance of understanding your audience in sales, drawing parallels from Jesus’ ministry. It delves into the concept of creating a ‘Master List’—a categorized inventory of potential clients, and how a genuine commitment to service enriches this process.
