“Most think of sales as something to master, but what’s truly needed is a mastery of caring.”
That’s the insight of Mareo McCracken and the idea behind his soon-to-be-released book, Really Care For Them: How Everyone Can Use the Power of Caring to Earn Trust, Grown Sales & Increase Income.
The true secret to success in sales, says McCracken, is caring. Caring for others, caring for results, and caring for growth. “Those who care the most sell the most,” he says.
Unfortunately, most sales books are overly complicated and difficult to apply to your everyday world — if they’re read at all, confesses McCracken. “In my experience, only about 10% of salespeople actually read sales books.”
McCracken, an experienced and top-performing sales professional who leads the sales, marketing, and customer success efforts for the Med Tech SaaS company Movemedical, knew there had to be a better way. So he designed his book differently, formatting it to facilitate lessons that were easy to learn and remember. “You can move through the book sequentially or open it up to any page to get a quick, digestible takeaway you can immediately use,” he says.
And those takeaways all revolve around a simple yet powerful concept: demonstrating that you care for people — your customers, clients, peers, team members, and partners.
McCracken, a strategic advisor who helps growth-phase companies adjust and scale their positive sales and marketing results, is quick to point out that you need not hold a sales title to get value from his book.
“Everyone, regardless of job function, has to sell something, yet most sales books aren’t written for them. Really Care For Them helps readers escape adversarial, competitive, self-destructive sales behavior by developing a collaborative, trust-based approach to selling in a way that builds value and trust,” says McCracken.
Here are three ways he says anyone can use the power of caring to earn trust, essential for any sale or relationship immediately:
1. Ask questions the right way.
You can always tell when a question is “self-centered” or “other-centered,” says McCracken. Ask questions that show you want to understand, serve, and help the other person; don’t ask questions for your benefit. Questions that are manipulative or leading never build relationships of trust.
2. Prepare for every conversation.
Showing up unprepared for a meeting demonstrates you didn’t care enough to get ready for it. If you care, show it by being prepared — study, learn, do research, and find out as much as you can about the person you are trying to help. (McCracken adds that this also enables you to ask better questions.)
3. Change your labels.
Label the desired future, suggests McCracken. We believe in labels. When we label someone, we always treat them according to that label. We can use positive labels or negative labels. If we want great relationships, we need to ensure that the words we use to describe our relationships define the goals and results we strive to create that will drive value for all involved.
McCracken stresses that simply caring isn’t enough. “At the end of the day, you demonstrate that you care through your actions. Intent is wonderful, but action proves where your heart is.”
And as his clever book cover conveys: No matter what you sell or who you sell it to, no one really cares about you; they only care about what you do for them.
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Really Care For Them is available for pre-order and will be released on October 26, 2021.
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