12 minute read
Paul Butler: Building a Relationship and Listening
MAY 2022
SANTA CLARITA VALLEY BUSINESS JOURNAL · 25
Sales: Building a Relationship and Listening
BY PAUL BUTLER
SCVBJ Contributing Writer
When I was a kid, one of my best friends Mitch said I’d be a good salesman because I could: “Talk the hind legs off a donkey.” I guess what Mitch was alluding to was that good salesmen must be good talkers.
I don’t necessarily see the correlation though between the volume of words used and the selling of a product or service. In fact, I’ve found the best sales people tend to listen twice as much as they speak — maybe that’s why we were created with two ears and just one mouth.
Isn’t the science of selling really just the art of listening? As a business owner and therefore by default a salesperson I’ve found, if I really listen to what the buyer needs, I tend to sell.
When a buyer believes they’re understood they’re more open to listening how our products and services can serve their needs. We sell by serving.
Isn’t this the same exchange we see in a doctor’s office? What does a good doctor do? They diagnose before prescribing. They listen first.
As a staff training and leadership development company we’re often asked why we don’t offer sales training. We believe sales training is no more complicated than learning to listen.
We believe most sales training is — hmmm … what’s that word that begins with the letter “B” and has two syllables? Oh yes, “Baloney” that’s it!
The language used between most sales people is so aggressive and selfcentered. Only last week we heard someone say: “As soon as we’ve captured the sale, I move on to the next pursuit.”
As a potential buyer, I don’t want to be captured or pursued? Yuk! In commission-only sales, we often hear the phrase: “You eat what you kill!” Oh my gosh — so not only am I being pursued as a buyer and they’re trying to capture me but now someone wants to kill and eat me!
Mediocre sales people talk of “pipelines” and “qualifying prospects” whereas conversely, I hear highly effective sales people talk of “understanding needs” and “service solutions.” What drives two different approaches to the same endeavor? I fundamentally believe there are two types of sales people — those who care about people and those who don’t.
Selling is a relational transaction and people like to do business with people they like. If I trust someone and I sense they have my best interests at heart I am more open to buy from them. The sales transaction really becomes one of seeking to understand the needs of another.
Selling and buying are really a symbiotic relationship — they’re two sides of the same coin when done well.
Nowhere are the two extremes of selling perhaps more amplified than on the used-car lot. Recently our son Henry needed to buy his first car on the eve of starting his first full-time job just 7 days after graduating university.
We went to a number of used-car lots many of them in our own backyard right here in Awesometown. The biggest problem we faced was used-car sales people pursuing us to capture a sale.
Henry and I mastered the “fast-walk” to outpace most of them. We found few of them actually really listened to what Henry wanted and didn’t want. They were locked into the pursuit; the landing of the sale and probably wanted to kill so they could eat. The problem was the stench of that mindset was self-evident in their selfishness.
Frustrated, we headed back home for a nice cup of tea and within minutes Henry found the car he wanted on this thing called the “world-wide-web.” We traveled 45 minutes down to Woodland Hills and boy did we get a much different experience there!
It was still a used-car lot but this young salesman who couldn’t have been much older than Henry and therefore hadn’t been poisoned by all the stupid sales training techniques simply listened and then he listened some more.
He answered all the questions Henry had and the ones he didn’t know the answer to he found out quickly and didn’t give us any … what’s the word again? Oh yes, “baloney”.
So just as Henry and I found out recently on a few Californian car lots, my conclusion is: we best sell when we most serve.
Paul Butler is a Santa Clarita resident and a client partner with Newleaf Training and Development of Valencia. For questions or comments, email Butler at paul.butler@newleaftd.com.
REYES
Continued from page 6
However, as Reyes’ dreams tend to do, this one soon evolved into a commercial enterprise, now producing about 45,000 bottles per year, and shipping them all over California, primarily, but with many wine club members in other states. “We probably have a couple hundred thousand bottles of wine in inventory,” he said. The Reyes Winery now produces at least 15 varieties of wine, including its unique “Amber,” and Reyes Wines have garnered more than 250 awards for excellence. “We have won double-golds, golds, silvers, etcetera,” he said. “I’m very proud of that.”
Reyes said his Winery On Main restaurant and rooftop tasting room “was a vision I had for a long time. It took five years to buy the land, build and open. I originally thought I’d lease the building out.” But, influenced by Covid, the vision evolved into the tasting room/restaurant as it serves today, with a capacity of 115 on the rooftop and 85 in the main dining room. “It’s been a challenge,” he said. “There were a lot of hurdles to overcome. But I want it to become an icon in Newhall.”
Always Learning
Reyes noted that self-actualization is important, once the more urgent needs in life are satisfied. And, thus, he pursued and received his B.A. in Business Administration at age 45, and his Masfundraising events for local nonprofits, and the family has been a sponsor for others. These efforts have benefitted the Zonta Club of SCV, Make-A-Wish Foundation, American Cancer Society, Henry Mayo Newhall Hospital, Single Mothers Outreach, and Circle of Hope. This philanthropy will continue, and Reyes’ future plans include reactivating the hike/ brunches at the winery, which were suspended during Covid restrictions.
“But frankly, I would like to slow down some,” he said. “I’ve actually turned down a couple projects recently. It’s more important to travel, paint, enjoy life. I was going to the studio to paint once a week, and I’m thinking about getting back into that real soon.”
But there is one other important goal. “We have a house in the Dominican Republic, and have always traveled there,” Reyes added. “I would like to build an orphanage there, to bring some education and normalcy to kids who are disregarded by life in general.”
For more on the Reyes Winery in Agua Dulce, visit reyeswinery. com and for Reyes Winery On Main, visit reyeswineryonmain.com.
In 2022, Reyes bought land in Agua Dulce with the intention of creating a small a small vineyard, producing ultra-premium wines for family and friends. PHOTOS BY CHRIS TORRES / THE SIGNAL
ter’s in Business Administration, Global Management at age 51. And, after that, he started taking painting classes, which has evolved Robert, himself, into quite an accomplished painter, with his art displayed at both the winery and Newhall business. “I’ve been painting for more than 18 years now,” he said.
SCV and Beyond
The Reyes Winery has hosted multiple
Old Town Newhall Update
Visitors and residents alike will enjoy a night out in Santa Clarita’s premier arts and entertainment district of Old Town Newhall. It is the perfect place to experience the rich western heritage of the City, while also discovering the hottest restaurants, bars, tasting rooms and live entertainment venues.
Try something new and make your way down to Main Street to eat local at one of the newly opened restaurants. If you’re a fan of local wines and delicious charcuterie boards, stop by Reyes Winery on Main. Not only does this restaurant offer a wide variety of foods, but they also offer the City’s first rooftop tasting room that overlooks Old Town Newhall. You’ll be sure to enjoy a great drink and beautiful City views.
For burger and whiskey lovers, Rustic Burger House is the place to be. This brand-new gastropub sits on the corner of Lyons Avenue and Main Street and offers a variety of American food, crafted cocktails and a whiskey club!
Directly across from the Laemmle Theatre is the newest restaurant to open — Maggin’s Pub. Step into a traditional, cozy Irish pub with a wooden bar and pennants strung across the ceiling. Whether you’re watching your favorite Dodger game or spending time with friends, this new location will be perfect for a night out on the town.
For those who enjoy live theater, step into The MAIN! The City’s multi-use arts center is home to variety nights, movie screenings, plays, workshops, visual art and so much more! This location also hosts a local art gallery in the lobby and is a venue for events and film productions.
Every month, The MAIN offers an eclectic blend of shows that are both free and affordably priced that will entertain attendees of all ages. Currently, the MAIN is featuring their newest production, The Amish Project, presented by Hope Theatre Arts.
Be sure to check out SENSES Block Party in Old Town Newhall every third Thursday of the month! This event brings live music, food trucks, themed activities and adult beverages to Main Street each month until October.
Grab your family and friends to dance the night away and enjoy a bite at one of the many local restaurants or food trucks! In May, the SENSES Block Party brings video games to life! Don’t miss your chance to race along the Rainbow Road at the Nintendo-themed block party.
For more information about restaurants or businesses in Old Town Newhall, please visit OldTownNewhall.com or VisitSantaClarita.com.
Dispatch Available 24/7
Courier/Messenger Service Same Day Trucking Service Transportation Management Systems Routed Services
Authorized Agent
Call us today to reduce your shipping costs 661-257-8689
www.courier-messengerinc.com
NEED BUSINESS DEBT RELIEF?
• No Results, No Fee! • Stay Out Of Court, Avoid Bankruptcy • Improve Cash Flow • Protect Your Privacy • Bank loans, Credit Cards, Invoices, Disputed Bills, Lawsuits & Judgments Free Consultation
Valencia (661) 964-4493 www.debt-mediator.com
HOSPITALITY
Continued from page 7
The shortages are pushing restaurants to restrict hours, increase wages and offer signing bonuses, even with entry-level jobs. McDonald’s, for one, has raised pay levels 10% at corporateowned restaurants in an effort to hire 10,000 workers.
Some employers are offering benefits like limited health care and underwriting college tuition to attract new employees.
Hotels are feeling the effects of the labor shortage as well, though to a somewhat lesser degree. Measures such as cutting back on housekeeping services have alleviated some of the pressure.
Technology also continues to fill a gap; mobile apps and chatbots, for example, allow guests to self-serve on more services than ever.
Protecting employees will remain the priority. Employers should monitor potential disruptive changes to workers’ compensation insurance.
Many states are considering new presumption rules that would allow claims that assume an infectious disease was contracted at work. As a result, hospitality businesses will focus on improving working conditions not only to attract workers but reduce risk in the process.
Technology Deployment — and Cyber Risk — Will Increase
Hospitality’s dependence on technology is growing, but it’s a double-edged sword.
Technology is transforming point-ofsale systems, improving sales, inventory and cash flow. It has also proven to be an excellent means to provide employee training.
Without the ability to physically serve customers, many restaurants relied upon technology to survive, through delivery apps and ghost kitchens, turning their sit-down operations into delivery powerhouses.
But the reliance on technology brings risk. Malware, phishing and other cybercrimes are common. In the second quarter of 2021, attempted online fraud rose 156% year-over-year in travel and leisure businesses; the sector had 13 major cyberbreaches in the last three years alone. in 70 markets. On a year-to-year basis, it’s still at 60% of 2019’s highs, but much of the industry has entered recovery mode.
The creative strategies have helped with some recovery but have risks of their own, and hotels still rely upon high levels of business travel. Business income coverage is expected to rise 10% in 2022, with carriers tightening terms and seeking rate increases.
Organizations need to put safeguards in place, from firewalls to employee training. They also should talk to their insurance broker to ensure they have adequate cyber insurance coverage. Jumps in claims, especially for ransomware, have tightened capacity and are likely to raise rates 20% or more.
Hotels Will Need Business Travelers To Recover Completely
A full recovery in lodging? Thy name is “business travel.”
Business travel drives an inordinate amount of the hospitality industry, particularly hotels — and hotel revenue from business travel is expected to drop an astounding $59 billion in 2021 compared to the pre-pandemic levels of 2019.
Large business meetings and conventions have slowed to a trickle for the foreseeable future. To attract business meetings, hotels have tried turning themselves into a hub from which events and local travel extend, instead of keeping everything within the hotel. Combining business with pleasure is another successful angle, creating packages that encourage business travelers to stay longer at the hotel.
As a result, the industry’s nightly revenue per available room during the summer met or exceeded pre-COVID levels
Moving Forward in 2022
The COVID-19 pandemic remains the industry’s biggest obstacle to recovery. Owners and operators have found ways to attract customers through marketing, tech investments and adherence to safety measures. But even those businesses that are doing well are still challenged to find workers to keep operations at full throttle and expand.
The challenges before the hospitality industry will remain formidable in 2022. The pandemic, labor shortages and weather-related disasters aren’t going to disappear, nor will cybercrime. Proper risk management and the right insurance protections will be key in separating successful hotels and restaurants from those that struggle. A trusted advisor — a good insurance broker — will help hospitality businesses seize opportunities that competitors can’t.
