Rainmakers are the high performers among us and they work in seemingly mysterious ways. The playing field could be leveled for all our sales reps, but rainmakers would find a way to shine. They bring in new business and win accounts at an incredible rate. It seems almost magical. The truth is that the rainmakers among us just know how to sell—and they know how to do it better.
If a rainmaker could be described as a movie, he or she would be a mix between Full Metal Jacket and Glengarry Glen Ross. They win accounts by following two rules, taken from these movies: making leads their best friends and always aiming for the Cadillac (i.e., first place).
Rule #1: Leads are your best friends.
Remember the rifleman’s creed from Full Metal Jacket? Well, there’s a rainmaker’s creed and it goes a little something like this:
“This is my lead. There are many like it, but this one is mine. My lead is my best friend. It is my life. I must master it as I must master my life.”
To win accounts, rainmakers exceed expectations by thinking of leads as more than just leads. They approach each lead as if they were a friend. A good way to go about this is to think of your current customers. They have unique relationships with your customer relationship team (e.g., account managers, customer success managers, loan officers, etc.) that have evolved from acquaintance to friend.
Rainmakers take a similar approach to win accounts. They treat each lead like a friend by being understanding to their unique situation and actively engaging throughout the entire buying process.
Here’s HowBe empathetic.
To master the friend role, rainmakers understand the challenges each lead is facing. They empathize with the desires of their leads to understand what motivates them and how they can help overcome challenges.
Every good friendship requires a healthy level of sensitivity to needs. Rainmakers win accounts by buckling up and taking the purchase journey ride with their leads. As a lead moves through the sales process, their pain points and concerns can change. Rainmakers adapt so that they can effectively address evolving needs to stay connected and further develop their position as a valuable resource—much like that very helpful friend you always call for advice!
Rainmakers are aware that their leads might have less experience when it comes to their product or service, while the rainmaker talks about it all day long. They use this knowledge to their advantage. Think of all the interactions you’ve had with leads. There are probably questions, concerns, and challenges that you’ve seen more than once. Rainmakers leverage this past experience to improve and help current relationships. It helps them anticipate and proactively engage leads—like a good friend who tells you to look up because you’re about to walk into a pole.
Rule #2: Shoot for the Cadillac.
Remember the ‘always be closing’ peptalk Alec Baldwin’s character made in Glengarry Glen Ross? Rainmakers live by this. They want the Cadillac (first place); steak knives don’t excite them (second place); third place means they don’t have a job.
Rainmakers have the hustle and tenacity to not only work like they have to earn their job, but the determination to get first place.
Here’s HowBe steps ahead.
According to the game of sales infographic, 87% of top performers are thinking about what they plan to accomplish ahead of time. They aren’t just thinking about opportunities in the near future. Instead, they are proactively thinking ahead to strategically win accounts.
To always be closing, rainmakers hyperfocus on the end goal. According to the Money Booth Method, top-performing salespeople and organizations know how to eliminate unnecessary activities to focus on activities that produce results. For example, top performers are 38 percent more likely to spend just one to five minutes researching a prospect and are 31 percent less likely to spend more than 15 minutes.
Focus on customers and you’ll make the right decision every time. Put yourself in their shoes and you’ll be surprised at what comes of it. Client motivated sales professionals create a sales pipeline beyond that single opportunity. By listening and empathizing with customers, conversations are better and you can really focus on being a problem-solver.
About the Author: Jaime Lee is the content marketing manager at Velocify. She has a background in channel marketing at VMware and spent some time on the Silicon Valley startup circuit developing internal and external communication strategies. An avid tennis player, Jaime is currently pursuing a Master’s in Communication Management from the University of Southern California. She holds a BA in Communication from the University of California, Santa Barbara.