Does the Law of the Harvest Apply to Sales?
As a boy, I loved going to visit my grandfather to work with him on his farm. It was hard work, and apart from when the ground was frozen in winter, there was always a lot to do.
In the fall, grandpa planted the winter wheat. The timing was important. He wanted it just to begin to grow before the winter snows came. Then in the spring, it was time to plant summer wheat and barley, and of course, a massive vegetable garden.
Then came the long wait until the harvest. Of course, there was weeding and plowing to do, animals to tend to, and equipment to repair.
But I could always tell when it was close to harvest time because grandpa would pull the giant combine out of the barn and start getting it ready for the upcoming harvest. Everything had to be in tip-top shape once harvest time came. Because, you can’t afford a piece of equipment to break down in the middle of the harvest!
The Law of the Harvest
Farmers like my grandpa know that there is a natural order to things. First, you must plant. Second, you must care for the crop. Third, you must wait for the harvest. And fourth, you must be prepared to act when harvest time comes.
The fifth law of the harvest is you only harvest what you sow. If you sow wheat, you get wheat. If you sow barley, you get barley. Whatever you sow comes back to you in some multiple of what you planted. One seed of wheat generally produces 50 kernels! That’s a pretty good return.
Sales also have a law of the harvest.
The Sales Law of the Harvest
I learned how the law of the harvest applies to sales very early in my career. I presented a deal to a local independent grocer several times, but he never bought. Then one day he said yes. So, I called another independent grocer down the street later that day, and he bought for the first time as well.
I asked the second grocer what influenced him to buy from me that day. He told me, that he and his friend down the street had been comparing notes about how I treated them and what deals I presented them. He explained I had always treated them respectfully as I learned their business, and I always gave them the exact same deals. I had earned their trust, he said.
It turns out those first weeks of presenting and learning their business I was planting the seeds. Also, because I was patient, a harvest came in the form of a nice order—well not one order, but two orders on the same day!
Then to my surprise, several other local independent grocers started ordering from me regularly. Later, I discovered that they were all part of the same association, and they frequently talked about the salespeople and the deals they were getting.
My harvest of orders multiplied as I grew to know my customers, treated them with respect and cared for their businesses as though it were my own.
The Golden Rule of Sales
I had treated my customers, as I would have wanted to be treated if the roles were reversed. I was following the Golden Rule, something I learned attending church with my grandparents.
The Golden Rule of Selling is simple; treat your customer as you would want to be treated.
See, by putting customers first, we develop trusting relationships. And when we have trusting relationships, the Law of the Harvest kicks in. We reap the rewards of increased business through referrals and loyal customers.
But all this takes time. It takes patience.
Plant Seeds Today
You don’t plant a seed today and then go out looking for the plant tomorrow and expect to reap a harvest. Likewise, in sales, you don’t build a relationship with a customer on the first visit. Relational salespeople know that it takes time to build trusting relationships, so they are patient.
Relational salespeople know the seeds they plant today will return a greater harvest if they are patient and care for their customers. The harvest comes in the form of fiercely loyal customers and referrals that will build your business.
The Law of Harvest applies to sales in much the same way as it did on my grandpa’s farm. Plant today by building relationships with your customers, take care of the crop by servicing the needs of your customers, and be ready when harvest time comes!
Join the Conversation
As always, questions and comments are welcome. Have you experienced the Sales Law of the Harvest in your career?
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Category: Salesperson