Cheap but Good Advice for Selling to Humans
Inspired by the late jazz pianist Chick Corea
Navigating the sales landscape requires a nuanced understanding of when to speak, when to listen, and when to act. Taking a cue from an unexpected source, we find that the principles of musical performance hold a striking relevance to the art of sales. Chick Corea, an influential figure in the world of jazz, crafted a list of advice for musicians that, upon closer examination, serves as a robust framework for sales professionals seeking harmony in client relationships.
Let's transpose Corea's musical guidelines into a sales context, offering a fresh perspective on engaging with clients, collaborating with peers, and refining our sales strategies. The following adaptation of Corea's advice promises to enrich the repertoire of any salesperson willing to listen—and learn—from the rhythm of these timeless principles.
Engage with your clients based on what you learn from them. If you don’t understand a need, don’t force a solution.
Do not make calls or send emails just to tick a box—ensure every interaction has a purpose.
Don’t endlessly pitch—present your proposition with intention, then pause for feedback or questions.
Allow for pauses in conversation—these can lead to thoughtful insights from clients.
Harmonize with your sales team. Listen to the team’s strategy and align your approach accordingly.
Balance your portfolio like a well-tuned instrument, ensuring your attention is distributed effectively.
Avoid rote sales tactics. Customize your approach for each client.
Guide your pitch by the client’s needs, not by what you assume they want.
Balance your sales approach: be adaptable, know when to be assertive or patient, and when to push or hold back.
Aim to elevate the client’s business—your success should contribute to their success.
Foster a relaxed and confident demeanor in all interactions.
Initiate and conclude sales conversations with purpose.
Approach each opportunity with a fresh perspective, even if it’s with a long-standing client.
Sparingly use mimicry/mirroring—instead, build unique strategies that complement your clients’ objectives.
To conclude, here’s a favorite recording of mine which showcases Chick Corea being inspired by another genius pianist and composer, Stevie Wonder. I’d like to think that Chick would approve of me paying homage to his work in this way.