Imagine that you’re sitting in a sales meeting with an account you’ve been working for several months. This is your big chance.
Things seem to be going well. You’re asking all the right questions, tying your offer to your prospect’s pain points, stacking the value, and even leveraging tonality to build trust and excitement.
Then the CEO gives his VP a look. The look. And right then and there, you pretty much know you can mark the deal “closed won.” It’s not that the decision maker likes the offer. No. He likes YOU.
The question we have to ask is: Why does he like you? Is it your intelligence or charisma? Is it your depth of knowledge about his company? Is it something else?
The Million-Dollar Question
That’s the million-dollar question in sales: What makes people want to buy from people? Like actually take out their credit card and spend tens of thousands of dollars? And that’s what we’re going to cover today.
I’m going to argue there’s a secret element at play. It’s not something you’ll hear often (or ever) in the field of sales. But if you learn and master it, this can dramatically increase your sales numbers.
Quick disclaimer: This isn’t straightforward like “Listen to understand,” or “Ask the right questions.” Those can be learned in a matter of minutes. This, on the other hand, is a bit more abstract and can take some trial and error to get right. Nevertheless, it’s worth every morsel of your time and attention.
Are You A Culture Fit?
A culture fit, or cultural fit, is when you fit in with the company culture. Maybe you dress the same as the execs, speak the same language, hold the same or similar values. We can take it a step further and say maybe you partake in the same hobbies (look, not everyone golfs), eat at the same restaurants, or travel to the same places.
Even though some of this happens outside of the four walls of his organization, it still speaks to the culture of his company.
A culture fit means you are “on the same wavelength,” or you “just get it.” Once you get here — and don’t worry, I’m going to tell you how to get here! — you have something like a cheat code or a fast-pass to the front of the line. Let me tell you just how powerful culture fit is in B2B sales.
Companies Hire and Fire Based on Culture
Ask yourself, do companies hire someone who isn’t a cultural fit? The answer is a resounding “No.” So why would they hire YOU (or buy your product or service) if you don’t fit in with their culture? After all, you are the face of your company and offer.
HR teams in big companies pore through hundreds of thousands of applicants yearly. And even in the early stages, while they look for background, skills and qualifications, they are also looking for a cultural fit. Then, when it comes time to interview — you better believe most companies require a cultural fit before hiring.
Again, organizations hire and fire based on culture fit. It matters. I’m going to show you exactly how to become a perfect cultural fit in just a bit (no shortcuts here!). But first, it’s important to know the reasons why cultural alignment matters from your prospect’s point of view.
Cultural Alignment And Why It Matters
Let’s step into your prospect’s shoes. Here are some of the advantages of hiring a culturally-aligned vendor:
Better communication and collaboration
Remember, if you can speak their language, they can expect smooth sailing when it comes to communication. Less friction and more collaboration means better results.
Seamless onboarding and implementation
Your prospect doesn’t have time to waste; he wants value and he wants it fast. Since you understand his culture and processes, he knows he can trust you to integrate seamlessly and without hand-holding.
More trust and transparency
The backbone of trust and transparency is culture. Think of it this way, when immigrants move to a foreign country, many settle in communities that are made up of people from their country. It’s no surprise. They can trust these people — because they are from the same culture.
Common goals and motivations
There’s something to be said about working toward a common goal and how this galvanizes a client-vendor relationship. If you share similar goals and motivations as your prospect, this no doubt translates into a value-add for their company — be it revenue increase, waste decrease, process improvement, etc.
Share a laugh
Look, not all reasons to hire a vendor are based on the bottom line. Sometimes your buyer just wants to be around people who make them feel comfortable and make them laugh. Humor is one of those intangibles that you can’t quite put a finger on, but it matters.
How to Become a Cultural Fit
OK – we’ve established that culture matters. Now here’s where the rubber meets the road. In these next two sections I’m covering how you can key in on your prospect’s culture, find authentic alignment, and really sell it during your calls.
First and foremost, it starts at “Hello.” How does your prospect answer the phone — is he or she in a rush? Or are they relaxed? If it’s not them, it’s the gatekeeper. How organized or “on it” is the gatekeeper? Are they warm or cold? What is the company like from the outside looking in? Pick up on these clues.
Next, while in the qualifying stage, listen for cultural intel like how they make decisions, what they value, the type of people they hire, even down to the dress code and office layout. This is another reason why you need to have open lines of communication in your sales team. Are your SDRs talking to your AEs, and vice versa? If not, you have to make it happen.
Finally, in the sales meeting, listen for the tone of your prospect. What matters to them most? What matters least? What lights them on fire or gets them up in the morning? How are they holding themself? Kicked back and relaxed, or bound up tightly and stressed? These are all important cultural clues to key in on.
Now it’s your job to become a chameleon and model these values, behaviors, and modes of being. Where it makes sense, adapt to your prospects’ energy and physical appearance. Doing this as best as possible will ensure you’re seen as a good cultural fit.
Drilling Down Into Archetypes
There are a few archetypes that you can more or less predict what their culture is like. Let’s take a look at some of those now.
The Startup
Tech firms fall into this bucket… or really most any company that comes out of Silicone Valley, New York City, Austin, and other startup hives. The culture at these companies is all about risk-taking, collaboration, caffeine-fueled brainstorming sessions, casual dress, etc. You would never speak to a young and energetic Startup founder the same way you’d speak to a CEO of an established bank or manufacturing company.
The Creatives
Think design agencies and digital marketing agencies. You’ll often find a bright and colorful aesthetic — from their logos and dress code, to their websites and office furniture. The culture here is all about individuality and thinking creatively and experimentally. You’ll find collaboration with this archetype as well, with a strong emphasis on inspiration.
The Data-Driven Firms
These companies are at the opposite end of the spectrum as The Creatives. Their culture is one that values statistical evidence, numbers, and showing your work. You’ll see more conservative business attire, with a real emphasis on hierarchy and “falling in line.” Data reigns supreme, and to become a cultural fit, you’ll need to embrace this during your sales calls.
Those are just a few archetypes I’ve sold to over the years. Can you think of others? Sketch out a basic profile of these companies. And I especially recommend writing a cultural synopsis for your ICP. Knowing exactly who you’re calling, and understanding their culture, is really half the battle.
Final Thoughts
Don’t underestimate the importance of cultural alignment and how it can position you for success in the B2B sales world. Just be warned not to come off as a “yes man,” or try to be too charming, or worse, misrepresent yourself to your prospect just to fit their culture.
Instead, you should be able to find plenty of common ground. Attaining cultural alignment is about finding that common ground and doing your best to model it in your speech, your dress, your behavior, and the way you think.
So get out there and make yourself culturally relevant on your sales calls. You’ve got this.
Until next time…
Johnny-Lee Reinoso