Humanizing your sales process is an easy way to stand out in an increasingly automated world. 

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Think of how much human connection has been cut out of virtually every aspect of life—especially when it comes to work. As a remote agency leader, I try to find every opportunity to connect with my employees, clients, and contacts. It isn’t always easy, but it is possible. 

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Building an authentic connection can make a huge difference, especially during the sales process. Imagine how many agencies a client contacts before they decide who to hire, whether for Facebook ad management, UGC influencer sourcing, or any other creative service. 

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They’re probably getting the same experience multiple times because so much of how we do business has been scripted and automated. They fill out the same forms, answer the same questions, get the same responses… and are probably left feeling cold the entire time. 

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A sales strategy that feels personal and genuine will not only set you apart from competitors but also start to foster strong, long-term relationships. I’ve put together 6 tips to help you humanize your process, led by the principles of the Sandler Sales Strategy. This isn’t the exact Sandler system, but my own adaption that works for my agency. 

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1. Engage in Genuine Conversations

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Your first step will be to move away from scripted interactions and lean into genuine, conversational exchanges. This approach makes the sales process more enjoyable and engaging for both parties, leading to deeper understanding and more successful outcomes.

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Rather than hunting for the answers you want, try asking open-ended questions that allow the client to express their needs and concerns more freely. You want to create a space where they feel like they’re actually being heard and understood rather than treated like another opportunity for a transaction. 

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If a client wants to move from another agency, I might ask, "What challenges are you facing with your current provider?" This opens the conversation and allows them to share relevant information you might not get in a more rigid sales dialogue.

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Another is paraphrasing their answers for clarity or asking follow-up questions based on the information they provide. This requires a deep level of engagement and attentiveness, but it will also help you remember the things that are important to the client, which will come in handy if you end up working together.

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No one wants to be treated like a dollar sign. Having a genuine conversation will lead to higher client satisfaction and usually result in a more successful sales process because clients will leave your meeting feeling valued and respected.

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2. Try Permission-Based Selling

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Permission-based selling is a key element of the Sandler Selling System, teaching that we ask for consent before proceeding with each conversation stage. This could be as simple as asking, "Is it alright if we discuss your current challenges in more detail?" or "Can I share how others in your situation have found our solutions helpful?" 

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This method ensures the client feels in control of the conversation; less like they’re being sold to and more like they’re actually part of a productive dialogue. 

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Trust is critical to any successful business relationship, especially in sales, where decisions often involve significant monetary commitments. When clients feel that their agency is recognized and valued, they are more likely to engage openly and honestly, providing the insights necessary for you to tailor your approach effectively.

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Clients will be more engaged with the process when they feel like you’re checking in. This engagement is crucial because it means they actively listen and consider what you have to say rather than passively hearing you out. 

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Essentially, you’re transforming the sales process into a collaborative effort and ensuring your potential clients are more likely to feel positive about the interaction, regardless of the outcome. 

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3. Stay Focused on Mutual Benefits

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The main goal of emphasizing mutual benefit is to determine if there is a good fit between what you offer and what the client needs. This involves honest conversations about the client's objectives, challenges, and the solutions you can provide. By following steps 1 and 2 above, instead of immediately pushing your product or service, you’re in the process of exploring the client's current situation in depth. This allows you to assess whether your offerings align with their goals and requirements.

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If your offering and their needs don’t align, pushing a sale is a waste of time. 

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By focusing on mutual benefit, you position yourself as a consultant rather than just a vendor. This approach will help you build credibility by showing that you prioritize the client's best interest over making a quick sale. When clients see that you are committed to finding the best solution for their specific needs—even if it means recommending a different provider or solution—they are more likely to trust your judgment and expertise.

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A focus on mutual benefit lays the foundation for long-term relationships. When clients feel that their needs are being met and that they are engaged in a beneficial partnership, they are more inclined to continue the relationship. This ongoing engagement can lead to further opportunities and a solid, loyal client base.

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4. Set Upfront Contracts

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The essence of an upfront contract is to lay out what will be discussed during the meeting, what you and the client hope to accomplish, and what the specific outcomes might be. This could include discussing the agenda, the time allocated for the meeting, and what decisions are expected to be made. 

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Setting an upfront contract significantly reduces the potential for misunderstandings and ensures that both parties are on the same page with expectations. This decreases the likelihood of surprises that can derail the sales process or lead to client dissatisfaction. Allotting time also ensures that you use that time wisely and get to discuss everything that you both feel is essential.

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Establishing an upfront contract demonstrates your professionalism and respect for the client’s time and needs, which is a huge bonus if they decide to work with you in the future. This approach reassures the client that you are organized and considerate, which fosters trust. 

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5. Adapt to Client Personalities

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No one sales approach is going to work for every client. Anyone who has run an agency, business, or brand knows you need to adapt how you deal with different clients, co-workers, or employees. In the same way, understanding and adjusting to different personality types can significantly enhance your chance of landing a sale. 

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Tools like the DISC assessment are invaluable for gaining insight into client behaviors and preferences. DISC categorizes personalities into four types: 

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• Dominant
• Influential
• Steady
• Conscientious

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Each type has unique communication preferences and decision-making styles. When you understand the client's personality type, which you can usually gather after a bit of conversation, you can start to tailor your communication style to resonate with them. For example, providing thorough data and analyses will likely be most effective with a Conscientious client, as they value accuracy and detail.

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When clients feel you speak their language and respect their communication style, they’re more likely to open up and engage positively with the sales process. This rapport is essential for developing trust and fostering a cooperative relationship.

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6. Encourage Feedback and Adapt

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Encouraging feedback throughout the sales process is critical to humanizing and enhancing your sales strategy. This could be as simple as asking questions like, "How does this solution align with your expectations?" or "What can we improve in our approach to better meet your needs?" 

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Establishing an environment where feedback is welcomed and expected encourages clients to be more open and honest, providing you with valuable insights that can guide your strategy.

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Next, you need to acknowledge the client's input and take visible steps to address their concerns to demonstrate that you take their feedback seriously. This helps you adjust your approach to better suit their needs and strengthens the client's trust in your commitment to their satisfaction.

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Clients who see that their feedback leads to real changes are more likely to feel valued and understood, laying the groundwork for long-term loyalty. Clients will appreciate a sales partnership that grows and evolves according to their needs and preferences.

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The Bottom Line: Treat Your Clients Like Humans

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Humanizing your sales process isn't just about starting conversations; it's about being more effective. By engaging in genuine conversations, focusing on mutual benefits, setting clear expectations, adapting to personalities, and taking feedback, you’ll start to transform how you connect with clients. 

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Selling creative services is extremely competitive, and building solid relationships early will be a huge step to getting your foot in the door. Even if the sale doesn’t happen, you’ll be top of mind should that client need your services again down the line, and they’ll also be much more likely to recommend you to colleagues or business contacts. 

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Want More Strategies for Success?

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