Sales isn’t about YOU. Nobody wants to go through your process. Nobody wants to go through your funnel. People want to EXPERIENCE you and your brand. When you shift your focus away from the process and instead focus on the experience you create… it makes all the difference.

Last weekend, I found myself on an unexpected journey to purchase an RV. As a family that loves road trips and adventures, we were eager to explore the world of RV travel. Little did I know, this adventure would offer valuable lessons in client-centric sales.

Lesson 1: It's All About the Experience

When it comes to sales, forget the rigid processes and funnels. What customers really want is an experience. They want to feel seen, heard, and understood. Our first stop at an RV showroom was a stark reminder of this. The salesman, let's call him Junior, was so focused on his checklist that he forgot about us—the customers. He failed to engage with me, the decision-maker, and instead directed all his questions to my partner. It felt like an interrogation rather than a conversation. Contrast this with our experience at the second showroom, where the salesman took the time to understand our needs, engage with our kids, and make us feel valued. The result? We left feeling excited and empowered to make a decision.

Lesson 2: Earn the Right to Ask Tough Questions

As business owners, it's easy to get caught up in asking the right questions to qualify leads. But before you dive into budget discussions or product specifications, you need to earn the right to ask those tough questions. Build rapport, create value, and make customers feel comfortable sharing their needs and desires. Junior missed this crucial step, bombarding us with questions before even understanding what we were looking for. In contrast, the salesman at the second showroom asked thoughtful questions that guided the conversation and built trust.

Lesson 3: Play the Long Game

In today's fast-paced world, it's tempting to rush the sales process. But great salesmanship is about playing the long game. Understand your customer's buying cycle, nurture relationships, and be prepared to invest time in educating and guiding them. While Junior was fixated on closing a deal then and there, the salesman at the second showroom took a different approach. He asked about our timeline, budget, and intentions, setting the stage for a meaningful and ongoing relationship.

Lesson 4: Nature Leads Over Time

This lesson came from our experience after we left the second showroom. Over the next few days, Junior bombarded us with calls and emails, pushing for a decision. In contrast, the salesman at the second showroom followed up with helpful resources and tips related to RV travel. By nurturing rather than pressuring, he eventually secured our business.

As entrepreneurs and small business owners, it's easy to get lost in the process of making a sale. But by shifting our focus to creating an irresistible sales experience, we can build long-lasting relationships and ultimately drive business growth. So next time you're working on your sales strategy, remember: it's not about YOU—it's all about the experience for your customer.

Lesson 5: Be the Guide, Not the Hero

In sales, it's easy to fall into the trap of trying to be the hero—the one who has all the answers and saves the day. But customers don't want a hero; they want a guide. Someone who listens, understands, and empowers them to make informed decisions. Junior's insistence on controlling the conversation left us feeling frustrated and undervalued. In contrast, the salesman at the second showroom let us take the lead, offering guidance and support along the way.

So, fellow business owner, as you reflect on your sales process, remember the lessons from the RV lot. Focus on creating memorable experiences, earning the right to ask tough questions, playing the long game, and being the guide—not the hero. Your customers will thank you, and your business will thrive.

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