SalesMotivation.net

by Harry Gorden

Sales people who only communicate the value of their services do not succeed. While the branded product/service is important, the sale does not happen without a selling professional to make the deal. What are you selling? Who is your biggest competitor? The answer is YOU!

The majority of sales people have a job focus of being a Gatherer - current account management -sales & service focus - broad product responsibilities - coordinating across functions - retention & profit.

Large, operationally driven, command and control companies like this approach as management knows little of selling and their insecurity leads them to micro management. Casual logo shirts the usual uniform of choice.

Top selling professionals create a paradigm shift in job focus to being a Hunter: - new business prospecting - pure sales orientation - narrow, often new product emphasis - sole operator status (no territory limits, zero entitlements, uncapped income potential) - revenue & volume focus. Suits pressed and coordinated to reflect preparation, professionalism and importance considered a requirement.

Values that define you must be reflected by your actions. Ask those you trust to advise how your actions reflect “enlighten”, “people”, “citizenship”, “integrity”, “time” or other values. Since time is your most precious selling resource, how do you use yours? Think about your big objectives while doing the little things right towards attaining your goals.

Strategic call objectives will maximize your resources, make the most of your customer’s time and quicken their decision making process. Strategize or plan by account as each company/buyer require your respect of differences. Confidence in your methods must be visible, logical and repeatable. Confidence in yourself sells! Positioning or managing market/client change is critical to discovering opportunities for customers and closing the deals. Call objectives must be specific, focused, singular, logical, urgent and viable: Do not waste your or your customer’s time; your role is making business deals happen that benefit all involved.

Your preparations today will determine the results of your tomorrow. Preplan your questions. Qualify, qualify, and qualify some more…customers like talking about their unique business needs and you need to know them! Know potentials, how current methods operate, who/how buy, problems/opportunities. Welcome objections as an opportunity to discover customer desires/needs and reflect your confidence and capabilities. Anticipate responses and guide preparations accordingly with appropriate solution responses. Ask, probe and listen…only after you have full understanding can you diagnose for solutions. A sales professional is like an investigative reporter, a doctor diagnosing, a detective solving a case. Give with the objective of a corresponding Get: demo for an agreement; brochure for an appointment; cut price for more business; favor for ___; solution for ___; entertainment for ___; brand merchandise for ___…you fill in the blanks with your appropriate needs. Do you dress/groom like a professional salesperson or just a customer service rep?

Quantify your value in dollars. Comparisons in service, price, cost, value will resonate more powerfully when quantified in real dollars to the customer operation/balance sheet rather than just using adjectives such as: best, lowest, highest, fastest, etc. State benefits as they specifically apply to the customer business activities and results. Quantify benefits in numerical terms. Your advantage must be stated as why important for the buyer: Savings divided by total units = savings per unit; True net cost for your service compared to either their current cost or projected project; Cost minus savings per unit = your true price. Quantifiable best but qualitative results also can work such as job security, more influence, more time, less stress, etc…illustrate examples of these just as in quantifying numbers.

You are the brand that must be sold before any product or service. Dress like a professional ready to deliver results. Prepare for your success by being proactive to customer unique needs. Demonstrate your unique value by specific examples. Quantify in dollars your commitment and difference to customers. Doing these things differentiates yourself from your competitors. Be the reason why customers buy your brand.

About the Author

Harry Gorden, President, Transportation Management Services, Inc, a transportation management agency with over 35 years sales experience, providing consulting to the equity, capital management and supply chain communities as well as no cost referrals for manufacturers/distributors seeking the right fit transportation management support. Inquiries welcome at: hmgorden@comcast.net

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