Embracing Discernment to Unleash Your Sales Potential

Do me a favor think back to the most recent time you made a decision to quickly. How did you realize you could have analyzed the situation further? What caused you to rush to a conclusion in the first place? I make rash decisions all the time, so this new year I’m focused on learning more about the power of discernment! This isn’t just about making decisions – it’s about making smart, spot-on decisions that bring us closer to winning those sales and fostering awesome client relationships. Let’s get into it.

What is Discernment?

Imagine being a detective solving a mystery, but instead of a case, it’s about understanding client needs and sealing those deals. Discernment is that keen ability to perceive beyond the obvious, to spot those subtle nuances in client interactions that reveal their true needs, desires, and challenges – think about it like you’re the Sherlock Holmes of Sales. It requires a combination of sharp observation skills, empathetic understanding, and strategic thinking. It’s about reading between the lines, picking up on cues that aren’t explicitly stated, and truly getting into the mindset of our clients.

One thing that I’ve learned quickly on this topic is that it’s not just about having information but using it wisely. Discernment helps us analyze situations, weigh options, and make decisions that align perfectly with what our clients truly need. It’s like having a built-in compass guiding us towards the best sales opportunities because sales can be a maze. However, discernment acts as our map. It helps us navigate through uncertainties, complexities, and unexpected turns in the sales process. When things get foggy, discernment is our flashlight, illuminating the way forward.

Like any most other skills, discernment is not a fixed trait; it’s a muscle we can flex and strengthen. The more we practice, listen, observe, and adapt, the sharper our discernment becomes. It’s that continuous improvement mindset that keeps us ahead in the game. In that spirit, let’s take a look at a few examples of how we can apply this concept.

Applying Discernment to Account Management

1. Understanding Client Needs
   • Deep Dive Conversations – We’re not just scratching the surface; we’re diving deep into client conversations. Let’s listen actively, not just for words but for tones, hesitations, and emotions. Sometimes, what’s left unsaid holds the key to understanding their true needs.
   • Asking the Right Questions – Just asking questions is never going to be enough to get a client on board with your pitch; it’s about asking the questions that reveal the whole picture. Let’s channel our inner curious cat and uncover those hidden challenges, aspirations, and pain points.
   • Empathizing with Clients – Let’s put ourselves in their shoes. Empathy is our superpower. Understanding their world helps us grasp their needs on a profound level. It’s not just about selling; it’s about genuinely helping.
2. Customizing Solutions
   • Personalization at its Best – We’re not about generic solutions; we’re about tailor-made ones. Let’s use discernment to analyze client information such as what they need (or don’t), what they like, and how they operate. This insight is our recipe for crafting solutions that make their jaws drop.
   • Innovative Problem-Solving – Think of yourself as the solution architect. Discernment allows us to creatively solve their problems. Sometimes, the solution isn’t apparent at first glance, but discernment is all about connecting the dots in a unique way.
   • Being the “Wow” Factor – We’re in the business of wowing our clients. Discernment helps us uncover those small details that can make a huge difference. Let’s surprise them with solutions that address not only their needs but also their unspoken desires.
3. Prioritizing Opportunities
   • Qualifying Smartly – Let’s not waste time on dead ends. Discernment helps us sift through leads efficiently. We’re looking for the gold nuggets—the ones that align perfectly with what we offer and promise long-term success.
   • Strategic Alignment – We’re not just chasing any opportunity; we’re chasing the right ones. Let’s use discernment to align our efforts with our company’s vision and goals. Prioritize opportunities that not only benefit us but also contribute to our long-term growth.
   • Maximizing Long-Term Value – Stop focusing on just what will come with the immediate sale and think about the bigger picture. Discernment guides us to look beyond the surface and assess the potential for ongoing partnerships, referrals, and overall mutual success.

I spend the majority of my time working to keep my current clients satisfied, but I’ve seen first-hand how this concept can also aid in improving negotiation skills. Let’s deep dive into how this comes to life.

Leveraging Discernment in Negotiation

1. Understanding Motivations and Concerns
   • Reading Between the Lines – The most common analogy I hear is that negotiations are like a chess game. Well, discernment helps us anticipate their moves. Let’s pay attention not just to what they say but also to their motives, fears, and what truly matters to them.
   • Identifying Pressure Points – Discernment is our radar for detecting their concerns. Let’s pinpoint their pain points or objections. This insight helps us address their worries proactively, smoothing the negotiation path.
   • Aligning Goals – It’s not just about what we want; it’s about understanding their endgame too. Discernment helps us find common ground, aligning our goals with theirs. Negotiations become much more productive when everyone’s on the same page.
2. Building Relationships and Trust
   • Empathy in Action – Like we talked about with account management, let’s ground our negotiation in empathy. Understanding their perspective fosters trust. It’s not just about closing the deal; it’s about creating a foundation for future collaborations.
   • Transparency and Authenticity – Discernment tells us when to lay our cards on the table. Transparency builds trust. Let’s be authentic and open about what we offer, building a relationship based on honesty and reliability.
   • Investing in Long-Term Connections – I challenge you to think beyond this negotiation. Discernment helps us see the bigger picture. Even if this deal doesn’t go through, nurturing relationships is key. It’s about building bridges, not just closing transactions.
3. Creating Win-Win Solutions
   • Problem-Solving Wizards – Negotiation is about finding solutions, not just compromising. Discernment guides us to brainstorm creative solutions that satisfy both parties. It’s about expanding the pie, not just slicing it differently.
   • Flexibility and Adaptability – We’re not rigid; we’re adaptable. Discernment helps us pivot when needed. Sometimes, a small tweak in our approach can lead to a breakthrough that benefits everyone.
   • Focus on Mutual Benefits – Despite what some sales trainers or Gen Z influencers tell us, life is not always a zero-sum game. Discernment helps us see the potential for mutual wins. Let’s seek outcomes where both parties feel victorious, ensuring a positive and lasting impression.

Let’s now take this knowledge and embark on a discernment journey together. Start by actively listening in everyday conversations, not just to respond but to truly understand. Practice asking open-ended questions that dig deeper into others’ perspectives. Additionally, dedicate some time for self-reflection – analyze past decisions and interactions to uncover insights. Consider a ‘discernment buddy’ system where you share and discuss challenging scenarios, seeking different viewpoints. Finally, explore resources like books, podcasts, or workshops that delve into decision-making, critical thinking, and empathy. Let’s make discernment a daily habit, continuously evolving our ability to make insightful, well-informed choices.