We now live in the age when some Companies are becoming heavily invested in the belief that traditional Sales roles are gone
We hear terms like ” Dinosaur” ” Out dated” ” Old School”
They have chosen rather to lean on the Internet, and this thinking has changed the game
Hating the internet for changing the selling game is a waste of your time as a Sales professional. We should be aware that the Customer can now educate themselves quickly, and read all of your reviews( Good and Bad ) before grabbing your front door handle.
It is no secret that the web has exposed all of Our organizational weaknesses to the harshest of critics, and all of Our success to the Biggest of fans; The Buyer
But with all that being accepted, It has also become the great equalizer. You see, the internet doesn’t care how large or small of a retail operation you are. No, quite the opposite .
Thanks to the Web, You now stand just as tall, and reach just as far, as any other retailer in the Country. Your opportunity is only limited by your willingness to understand and embrace the current selling environment
Just as hating the web is a waste of time, so also is discounting the importance of the Sales Professional.
We hear terms like ” Dinosaur” ” Out dated” ” Old School”
While the role of a Sales Professional has evolved, It certainly has not become extinct
We are no longer the beginning of the Sales process, No We are in place much further in the process…
The early work is done, the great digital teams that each of us are blessed with
have done their part.
They have generated interest, and engaged the Customer on one of three areas;
Price, Merchandise or Destination
Within each of these engagements We as sales People have a definite role to play
- Price ; Your digital team has priced a unit in such a way that The Customer has set an expectation of finding his deal at Your store
Key to point out here, is that you should not be afraid of your company”s pricing strategy, but rather embrace it. The end goal of a Pricing strategy is to get a sale, and after all, isn’t that why you come to work? Your Price point should shout from the Webpage like a Billboard. It should be the loudest voice in the room.
- A giant flashing arrow pointing right at You, The sales Person
- Anything that your Company can do to get you the deal quicker they should do . and do it consistently .
- This is the most common of internet shopper. They have combed every website that Google has served up to them , They have found Your Company, and they have found you. The Sales Professional
- Merchandise ; This customer is settled on the Name plate or Type of product they have a desire to Purchase. They have searched the Web for the items that are specific to their use, their interests and their Activities. They have asked The Marketplace to produce not just any product, but THEIR Product. Their Safari has taken them past all of the other Sites and landed them on yours, And now they have met You, The Sales Professional
Your digital team, or your manufacturer, has presented your product in such a way that the customer has set an expectation of finding his “Unicorn”, at Your store
They are the buyers that have done the work, put in the time and research to discover how your product will enhance their life style.
- Most often the type or features of your product will be the primary motivator, This is much more important to the end user than the name on the side.
- Be it the ever rare “Brand loyalist”, or the Showroom avoiding explorer
They have now Met You, The sales Professional
Destination; Here is the Buyer that has searched the web for an Experience. They are looking to interact with a company that shares their interests and understands the passion they have for the product.
They have watched videos, read reviews and engaged in forums and groups that will discuss for hours your product and your company
This buyer is buying you as much as the product.
Your Company has done a great job of presenting themselves as the destination for everything this buyer has in mind for His purchase opportunity
And now they have met You The Sales Professional
Eventually, the Consumer will want to touch and feel the product. They will need someone to represent the industry, and the product from a Personal perspective. And while many have adopted the philosophy that any untrained associate can make this happen, this belief is at the peril of the bottom line.
In the coming posts we will look at defining Our role as it is
Sell like Your living depends on it
” Dinosaur,Outdated, and Old School”
In the First two segments we addressed the Process of the deal, And the benefit of redundancy.
As we continue on the thought of Thinking like a Machine …
A Machine will always completely finish it’s task before Starting again. ( And if it doesn’t We label it ” Out of Order”)
–> Whether there are 3 , 5, 7, or 9 steps to your selling system, Complete each one. And then start a new opportunity.
This isn’t to say that you should never have more than one Customer at a time, It is meant to say That We earn the right to ask for their business by doing our Job completely .
Would it seem odd to hear that Sales people often spend hours with a customer and never ask for the Business ? Odd , but true !
“How does this happen?” , you ask.
A lack of follow through is the simple answer.
With out a selling system there is nothing to indicate to the Sales person or the Customer that the time to buy is now.
Don’t find your self ” Out of order” …. Sell like your living depends on it
Thinking like a machine Will keep you selling like one
Segment 1 Recap;
A machine is always a Machine
And always the same type of machine
Be clear on your role
A Salesperson should be Selling
A Machine always Performs its task in the same way
Redundancy is Key to long term Success in sales
Redundancy allows you to professionally present your Product every time, to every one
Good presentations flow best when they are well rehearsed and intentionally deliver a lot of information in a brief span of time. This can only be achieved with preparation and rehearsel
Redundancy allows you to eliminate disconnects in communication
Nothing worse than having to ask ” What did I miss?” Doing things the same way every time will eliminate that sinking feeling of being beat by your own lack
Redundancy Lets you Quickly understand How and Why a deal didn’t close
When You are following a step by step process and you are unable to advance to the next step…
Sell like your living depends on it
This is the first Segment in a series I have been working on ;
Thinking Like a Machine Will keep you selling like one
A Machine is always a Machine
and always the same type of machine
A Toaster doesn’t become a Laptop Computer. A Bicycle doesn’t try to vacuum the rugs, and my radio doesn’t Wash my Clothes
Each machine does as it was designed to do, and nothing more.
My Point : As a Sales Person we should never attempt to change our role, We are not “Counselors”, we are not “Advisors”, we are not “Product Specialists”,
We are Sales people, and our function is to turn Shoppers into Owners
Some reasons this is important ;
Being clear on your role allows you to set realistic and well defined goals.
-Operating without a defined plan is dangerous to your earning potential
Clarify your objectives/ analyze your previous successes and failures
Being Clear on Your role allows you to ask for their Business.
– It is the expected end to the interaction. The Customer is expecting it and you do not risk offending them by behaving like a “sales Person”
Being Clear on your role allows you to EARN YOUR INCOME
– Your Job description is your pay plan Sales = commissions
Thethirdman | Dreamstime Stock Photo
When we as Sales people grow, or the companies we work for expand, one of the biggest pitfalls that can face us is Customer Disconnect
It is the moment that Our customer no longer feels a sense of community with us
If we were a big box store , or a chain of gas stations this would not be a worry, as Customers typically view these entities as touch and go . Or just there for an immediate or frequent need
Our Customer shops less frequently, and needs to feel a sense of Reception and Gratitude from us.
How do we avoid disconnecting from our Customers ?
- Keep constant contact ( Meaningful Contact)
Reach out often with New and better information., Or Real sentiment
Use your CRM to keep you familiar with the customer’s you have contact with
– Quick emails to let them know their favorite park just opened for the season
– A quick phone call to say that a popular accessory just went on sale
– A Birthday card
– Ownership anniversary card
2. Don’t Sell on Price
Simply pointing out the Price tags will make you seem just as shallow and uninvested as the big discount store ( nobody gives a sh*X about MRBIGMART )
Sure, you should point out an extraordinary value when it is in front of you,
But, even more important , is your drawing a line between the Customer’s needs and the Product’s ability to meet them.
And to be able to draw that line, you have to be connected on a level that puts the price in the back seat where it belongs
3. Operate like a Neighbor
- Be authentic – deception makes fast enemies
- Be Careful – Listen to them when they talk, observe their concerns
- Be engaging – Pull back the curtain, let the customer understand the process
Sell like your living depends on it…
IT IS TOUGH TO STAND ALONE…
IT’S HARD TO SHOUT ABOVE THE NOISE
IT’S GUT WRENCHING TO FEEL LONELY IN A PURSUIT
Thats the reality of who we are,
Having a common purpose, Someone joining arms with us, Brings momentum
and Momentum brings Greatness
We need a Unified Passion. It helps us feel strength and propels us toward our goals.
Many Sales teams operate as individual performers who happen to work at the same place. They ask for individual goals, they require individual effort, and they ALLOW individual failure .
I have found that when a Sales team adopts a “Team Goal, and operates with a communal effort, Individual Success is a given
4 tips on developing a Team mindset
1. Make Sure every member understands The Goals , and how their production fits into the overall success of the Dealership
– Everyone has Value
– each effort MATTERS
2. Talk about what SUCCESS looks like. Share proven techniques, have each member contribute
– Embrace and teach your processes
– Map out a clear path to the Win
3. Protect the attitude of the team like it is GOLD
– Dont allow Negativity to spread
– Identify problems and solutions at the same time
4. Accept Personal responsibility for the success of your Team mates
– If they fail the Team fails, Work with them. Peer coaching brings real results
– When they can’t stand up, Prop them up
Sell like your living depends on it