Crafting the Hero’s Journey in Sales: Making Your Customers the Protagonists They Deserve to Be.

I recently stumbled upon a thought-provoking statement online, a tweet by Alexander den Heijer: “When I talk to managers, I get the feeling they’re important. When I talk to leaders, I get the feeling I’m important.” This sentiment, profound in its simplicity, made me pause and reflect on its applicability in the world of sales.

Let’s tweak that a bit: “When customers talk to bad salespeople, they get the feeling that the salesperson is important. When they talk to good salespeople, they get the feeling they are important.”

Now, let’s pause and reflect for a moment. It’s easy to get trapped in the cycle of targets, quotas, and closing deals. It’s tempting to wear the “Sales Superstar” badge, making every conversation about our product, our features, or our achievements. But in the throes of these self-centered pitches, we risk forgetting the heart of every transaction: the customer.

Dive into the Hero’s Journey

Joseph Campbell, in his seminal work, introduced us to the Hero’s Journey. In essence, it is a narrative pattern found across cultures and eras, where a hero embarks on an adventure, faces challenges, transforms, and then returns. As salespeople, we can use the idea of the Hero’s journey as a powerful sales tool. And while it may be tempting to view ourselves, the road weary salesman battling to close sales, as the hero, the true power lies in making our customer’s the hero.

If you’ve ever sat around a campfire or gotten lost in a book, you’ll realize that behind every hero is a narrator or a mentor who guides, aids, and sometimes pushes the hero towards their destiny. This is the role of a skilled salesperson. Not to be the star of the show, but the guiding hand, the mentor like Gandalf to Frodo, Dumbledore to Harry. And yes, while you might not have a magical staff or a spellbook, you have something equally potent: knowledge and understanding.

The Good, The Bad, and The Sales-y

Picture this: you walk into your local Best Buy (one of several retail stores I’ve worked at in my past) looking for a new laptop. The salesperson approaches you with, “You have to check out this latest model. It’s our bestseller! I’ve sold twenty of these just today. Everyone loves it.”

In this salesperson’s head, he (or she) is the hero for selling the laptop, and the customer is the challenge that they have to overcome. Sure, it might be a fantastic laptop, but what this salesperson missed is whether it’s the right fit for you.

Now, let’s imagine it happened a little different. This time when you come into the store, the salesperson asks “What’s the primary use? Work, gaming, or just trying to open those pesky ten browser tabs without it freezing on you?” With a quick chuckle, you explain, and suddenly, you’re discussing a model that aligns with your needs. This salesperson isn’t selling. They’re helping you find the solution to your challenge — finding the right laptop for you.

While salesperson A is trying to impress dates by mentioning they’ve been employee of the month three times in a row, salesperson B is closing the sale. Every sales interaction should be a spotlight, not on the product or the salesperson’s achievements, but on the customer. We need to remember that every sale isn’t just a transaction. It’s a narrative, a story with its challenges, its dragons, and its moments of triumph. And while you, the salesperson, might not be the one wielding the sword, you’re the one providing the map, the guidance, the occasional pep talk, and yes, sometimes the comic relief.

The Balance of Valuing and Value

We must also remember that while our aim is to guide the hero (our customer) on their quest, it’s essential to understand our worth. We’re not the hero’s servant; we’re their ally. Our time, our knowledge, our products — they all hold value. Recognizing this balance ensures that while the customer is central to our narrative, we’re never relegated to a mere footnote in their journey.

When you think of famous hero’s journeys in literature and film, we often remember the guides as much as the heroes. Consider the relationship between Gandalf and Frodo in Tolkien’s epic saga, “The Lord of the Rings.” Gandalf wasn’t the one chosen to carry the One Ring to Mordor, but he was instrumental in guiding, protecting, and providing counsel to Frodo and the Fellowship. While Frodo was the designated ‘hero’ with a singular mission, Gandalf played a pivotal role as the sage mentor. He understood the larger picture, forewarned of perils, and offered solutions. Yet, he never overshadowed Frodo’s journey or tried to take the ring for himself. Instead, he recognized his value and how vital his guidance was to the quest’s success. Similarly, as salespeople, while we may not wear the ring (or in our case, the product), our guidance, expertise, and the value we bring can make all the difference to the customer’s journey.

In the grand tapestry of sales, as we weave stories and create narratives, always remember: your customer is the hero setting out on an adventure. And you? You’re the trusted guide, ensuring they achieve their quest, find their treasure, and return home triumphant.

In the words of a wise old wizard, “All we have to decide is what to do with the time that is given to us.” So, let’s craft stories that make heroes out of our customers. Because in the world of sales, the real magic lies in understanding, guidance, and the occasional well-placed joke!

Like Frodo’s journey to Mordor, the world of sales is filled with twists and turns. How do you ensure that your customers feel like the heroes of their own tales? I’d love to hear how you’ve embraced the principles of the Hero’s Journey in your sales approach.

Whether it’s about the art of storytelling in sales, or any other facet of our industry, your perspective enriches the story we’re weaving together. Are there challenges you’re currently tackling? Any aspects of the Hero’s Journey you’re keen to explore further?

Share your tales, suggestions, or topics you’re curious about for future epics. Your insights guide our shared narrative, ensuring we’re on the most captivating quest for our fellowship.

Leave a scroll (or comment) below, or if you prefer a more private council, send me a direct message. Together, let’s embark on the epic adventure of sales success, and uncover the elven treasures that lie within.