Unleashing the Creative Edge: How Creative Thinking is Reshaping Sales
What do sales and creativity have in common? More than you might think. That's the message from one sales team that's tapping into their creative side to unearth new ways to connect with customers and close more deals.
In the current economic climate, buyers are more discerning than ever and for every stage of the sales funnel, sales teams are looking to find new ways to connect with their customers. That's where creativity comes in. By tapping into their creative side, this team is focused on breaking through the noise and make a lasting impression on customers.
And there’s sound evidence that this should yield results. A study by the University of Georgia found that salespeople who scored high on measures of creativity were more likely to perform better on the job. Another study published in the Harvard Business Review found that companies that foster a culture of creativity tend to outperform their competitors.
But what does it mean to be creative in sales, and how can sales teams harness the power of creativity to boost their performance?
At its core, creativity in sales means finding new and innovative ways to solve problems, build relationships, and close deals. It's about thinking outside the box and coming up with fresh ideas and solutions that resonate with customers.
Building Rapport with Customers: Connecting with customers on a personal level is key to building trust and establishing a long-term relationship. To do this, salespeople need to be able to think creatively about how to find common ground with their customers. This might involve doing some research on their interests or hobbies or finding a unique way to break the ice.
Translating a Problem to a Solution: Although there are common problems, each customer is unique. A salesperson that can activate their imagination and “walk in the shoes” of their customer is better placed to identify or design the best solution. This step alone can cut time out of the sales process and lead to a higher chance of success.
Crafting Compelling Sales Pitches: A great sales pitch is all about telling a story that resonates with the customer. Creative salespeople know how to craft a pitch that speaks to the customer's needs and emotions. This might involve using humour, personal anecdotes, or vivid imagery to bring the product or service to life.
Overcoming Objections and Closing Deals: Closing a sale can be challenging, especially when customers have objections or concerns. Creative salespeople can think on their feet and come up with new ways to address these objections. This might involve reframing the problem, offering alternative solutions, or using social proof to build credibility.
So, what can your sales team do to improve their creativity? Firstly, you need to be open minded to trying new things and taking some risks.
Secondly, you can start fostering a culture of creativity by setting aside some time each day or week to experiment with some creative exercises.
To get the ball rolling, sign your team up to one of our Creative Thinking Workshops. It’s fast and fun and a great place to start if you’re looking for a creative edge.