Guest: Serge Chagnon, Sales Expert and Trainer (Sandler Method)
Written by: Claudine Fyfe, President of Fynlam

Here is a summary of an insightful interview with Serge Chagnon, a seasoned sales professional with over 30 years of experience. Watch the full interview (french version only) for all the details!

Sales: A Noble Profession

Sales is often perceived negatively, with stereotypes of pushy salespeople focused on closing deals at any cost, or those who fail to truly understand their clients’ needs.

However, sales is a noble profession rooted in active listening, understanding client needs, and offering solutions. It’s worth noting that every salesperson is also a buyer, which gives them a unique perspective to better understand the expectations and frustrations on both sides of the transaction.

Active Listening and Clear Communication as Keys to Success

Active listening is a cornerstone of successful sales. A good salesperson spends about 70% of their time listening to the client. This approach helps them fully understand the client’s expectations, concerns, and real needs.

Clear and precise communication is equally important from the very beginning of the interaction. Salespeople should confirm the client’s expectations and requests, preferably in writing. Not only does this practice prevent misunderstandings, but it also demonstrates that the salesperson has grasped the client’s needs accurately. Transparent communication builds trust and mutual respect.

Throughout the transaction, open and honest communication remains essential. Salespeople must ask questions, verify their understanding, and ensure that the solutions they propose truly meet the client’s expectations.

Moreover, an honest salesperson acknowledges when they cannot meet a buyer’s expectations or deadlines. It’s better to admit this upfront than to pursue an unproductive path, reinforcing trust and professionalism, which clients value.

The Right Product, for the Right Person, at the Right Price

This principle is the foundation of a win-win relationship where the buyer receives the desired solution, and the seller completes a successful transaction.

To achieve this, salespeople must focus on fully understanding the buyer’s needs and proposing tailored solutions, rather than simply pushing to close a deal.

Ensuring Direct Access to Decision-Makers

Transparency and trust are easier to establish when salespeople interact directly with decision-makers. This direct connection enables them to better understand the client’s priorities and concerns. If direct access isn’t possible, it’s crucial for buyers to have all the necessary information to clearly relay expectations.

The Modern Reality: Informed Buyers

Today, buyers are often well-informed, thanks to readily available online resources. By the time they engage with a salesperson, they already have substantial knowledge about the product or service they seek.

As a result, the salesperson’s role has evolved. It’s no longer just about providing documentation but about helping buyers clarify their needs and find the best-fit solution. Salespeople must position themselves as guides and advisors, adding value through in-depth needs analysis. Asking the right questions is essential in this process to identify client expectations and goals.

Practices to Avoid

Both buyers and sellers should steer clear of certain poor practices.

For Sellers:

• Failure to adapt to the client: Every client is unique, with specific needs, expectations, and communication styles. A skilled salesperson tailors their approach accordingly.
• Talking too much: Salespeople must leave ample space for the buyer to express their needs.
• Lack of preparation: Before meeting a client, it’s essential to research their industry, potential needs, and challenges. Asking irrelevant questions signals a lack of seriousness and professionalism.
• Excessive follow-ups: While maintaining contact is critical, salespeople must respect the buyer’s time and agreed-upon schedules.

For Buyers:

• Lack of transparency in requests for proposals (RFPs): Insufficient or vague information hinders sellers from offering suitable solutions and can lead to costly errors. Unrealistic timelines, such as deadlines during holiday periods, also complicate collaboration.
• Requesting detailed information without intent to buy: Using a seller for “free consulting” reflects a lack of transparency and damages trust.
• Failing to provide feedback after an RFP: This can be frustrating for sellers who have invested time and resources in their proposals.

Keys to Successful Negotiation

A successful negotiation relies on three key elements:

1. Understanding the client’s needs.
2. Establishing transparent dialogue.
3. Respecting budgets.

Once these factors are in place, salespeople can offer solutions that best meet buyers’ needs, fostering long-term partnerships.

Personal notes
When I approached Serge about this podcast (french version only), the exact angle for the topic wasn’t immediately clear. However, the connection between good sales practices and professional buyer behavior seemed evident to me. This connection needed to be demonstrated through examples and real-world scenarios.

The quality of the relationship between these two key players depends directly on this connection. It either clicks or it doesn’t. I want to thank Serge for embracing the concept and sharing his observations and experiences from his many years in the field.