How to Sell Like a Human

What's up. That's me, and my son who interrupts roughly half of my zoom calls–but guess what? Prospects still trust me enough to buy custom websites and HubSpot services from me. I like to think I sell a little differently. I don't claim to have invented this concept (but I did buy the domain).

We've all been there. You're on the phone with a salesperson and they're talking at you a mile a minute, trying to get you to buy their product or service before you even have a chance to figure out what they're selling. It's frustrating, it's overwhelming, and it's definitely not effective. Plus how the heck did they get your number?! Anyway how do you avoid coming across as a used car salesman?

The answer is simple: sell like a human.

What does it mean to sell like a human? It means being relatable, being authentic, and most importantly, being interested in your customer and their needs instead of just trying to make a quick sale. If you can do that, you'll be surprised at how much more receptive your customers will be—and how much more likely they are to actually buy from you.

Here are five tips on how to sell like a human:

1. Be (Genuinely) Interested in Your Customer

The first step to selling like a human is actually to be interested in your customer. Like actually. It's worth the extra 45 seconds to talk about the guitar in the background or the college sweatshirt they're wearing. Foster a genuine connection with the human on the other side of the zoom call. Then of course take the time to learn about them professionally, what they're looking for, and what their pain points are. Only then will you be able to craft a solution that meets their needs—and only then will you be able to sell to them effectively.

2. Be Authentic

People can spot a phony a mile away—so don't try to be someone you're not. You should not be trying to sell like me, Gary Vee, or the #1 rep at your company. You should sell like you. Be genuine, be yourself, and let your personality shine through. If you're authentic, your customers will trust you—and that trust is essential if you want them to buy from you.

3. Be Relatable

Your customers are human beings just like you—so make sure your interactions with them reflect that. Show them that you understand their needs and pain points by relating your own experiences or sharing stories that will resonate with them. If they feel like you understand them, they'll be more likely to listen to what you have to say—and more likely to take your advice. Take it a step further than just understand their business, though. Understand their lives. Let your dogs bark at the mailman while on the call. Let your kids walk into your zoom background. Talk about your pajama pants. Anyone who disqualifies your product or service because you're on zoom while the plumber is fixing your sink is probably not a good fit customer anyway.

4. Be Patient

I know your quota continually looms over your head and those end-of-quarter discounts are all about to expire as soon as the clock hits midnight, but you have to always be patient. Rushing your customer is the surest way to turn them off—so take your time and let them come to their own conclusions about whether or not your product or service is right for them. If they feel like they're being pressured into buying something, they'll react accordingly—but if they come to the decision themselves, they'll be much more likely to follow through on it.

5. Don't Make the Money Conversation Weird

This is probably my favorite part of the sales process—finding out the budget. I love it so much because I am so radically and unapologetically NOT weird about it. No one reaches out to me for a free website. In a perfect world, my prospect has an established budget ready to discuss, but sometimes they don't. Or maybe they just don't want to be the first one to say a number. I am never afraid to be the first one to say the number. I'm willing to show my cards first to make a prospect more comfortable moving forward with me.

Selling doesn't have to be sleazy or slimy—if you do it right, it can actually be pretty enjoyable! Just remember to focus on being interested in your customer, being authentic, being relatable, and being patient—if you can do those things, selling will become second nature in no time.

Humans buy from humans, so be a good one.