Far too many companies have devalued selling for far too long and some business leaders have even convinced themselves that they would do better if they did not employ salespeople – after all good products sell themselves, don’t they?

As a consequence, until very recently, salespeople have done everything possible to avoid calling themselves “A Salesman or a Saleswoman” They have developed a series of euphemisms such as: “Sales Engineer”  “Account Executive” “Technical Sales Consultant” “Business Development Associate” etc. But nowadays we accept that we all sell, everyday – doctors, lawyers, estate agents, architects and politicians.

The fact remains that anyone who is in business has to sell themselves and their products, and the so called “Captains of Industry” – Branson, Roddick, Marshall, Hanson, Gates, Dell and Co. are thought to be the best salespeople in the world.

It therefore follows that the quality and success of our salespeople will ultimately determine the success of our companies. Certainly the world has become more competitive and in order to survive and stay in business we need to continually expand and develop the skill sets of our sales team.

Sir John Harvey-Jones said in his book “All Together Now” “Most companies fail not in their attempts to be innovative or creative. In this country most of them fail because they undervalue the importance of professional selling”

During a recent interview, I was asked the question: “Will professional selling ever be the same again?“  I responded: “No, of course it won’t for all the reasons I have been highlighting for a number of years. It’s an old but accurate cliché – everything changes – nothing stays the same etc.

In my view, professional selling, and the key word there is professional, is about to take on a whole new image. All of the dead and inefficient wood is being removed, and what we are going to be left with, will look a whole lot better.

As customers become smarter, more discerning, more knowledgeable and more self-sufficient, we will see a new breed of salesperson develop.

The order takers and glib talkers will no longer have a place in our sales world and in their stead will come intelligent strategic orchestrators and business advisors, looking to develop long term allies. They will have the “knowledge” and they will use leading edge technology. They will succeed because they expect to. There is no turning back now.”

In Summary:
Our commercial functions, particularly the sales team, represent our forward line, (offence) and if they are not scoring regularly we cannot possibly achieve our overall commercial objectives – i.e. nothing happens until somebody sells something and all of that investment in costly accounting software, new office equipment, expensive IT systems, glossy magazines, high-tech offices etc. will count for nothing.

We can therefore say with complete confidence, that selling really is THE key factor in the total marketing process. A company that is selling well, is doing well!

News: Excellent sales tip from Mrs Konrath today, over at Top Sales World – “How to Write a Highly Effective Subject Line” – HERE

In the coming weeks and months, we are all going to be reading, discussing, and even pontificating about the future of professional selling – in fact I have been talking about it for years!

There is an air of inevitability that at some point in the not too distant future, many of the tasks now routinely handled by “salespeople” will become automated – in fact it is already happening, and despite many people’s efforts to turn back the clock, it is too late. But, and this is a really big but, in my view, there will always be a place for the professional business consultant – the “Top 5% Player” – these people never sell anything, but they do assist their clients in making sound buying decisions.

However, this is a wake-up call for the “order takers and marketers” because gone are the days in which a salesperson could simply walk into an office, establish a good rapport with the client, show he/she had thorough knowledge of their products and services and clinch the sale.

Nowadays, the emphasis is on establishing long-term, mutually beneficial relationships and in order to achieve this, the salesperson needs to earn the right to continue discussions with his/her client. Before they can proceed to sell their products or services, the salesperson needs to reassure the client of their integrity, reliability, and ability to understand and recommend the appropriate solution.

They can do this by demonstrating:

• Up-to-date knowledge of business news and current affairs.

This means – reading newspapers, magazines, journals, trade publications, and other sources of business information; maintaining membership of appropriate professional organizations; acknowledging gaps in knowledge and taking steps to fill them; locating or developing databases with information on customers, their industries and their own customers.

• An in-depth understanding of the customer’s industry, company and strategies as well as an appreciation of “the big picture.”

This means – gaining an understanding of the issues at all levels of the customer’s organization including strategic, departmental, and individual needs; seeking to understand the customer’s perceptions of market trends, company direction, plus potential product and service needs.

• A readiness to exchange information and ideas between the supplier and client organization.

This means – familiarizing the customer with your own industry and companies; sharing useful business information even if it does not directly impact on the sales effort; demonstrating the cost-cutting or revenue producing benefits of your products and services.

• The ability to listen and absorb information.

This means – refining the way you identify customer’s needs by asking the right questions and listening actively to customer comments; speaking at the listener’s level of knowledge; using stories and analogies effectively; asking for feedback on the clarity of your message. By demonstrating comprehensive knowledge, outstanding communication skills, and the proper attitude, the salesperson earns the right to move beyond the role of supplier to that of a valued business consultant.

These are just a few pointers to those wanting to stay in the game – the clock is ticking and as the man said, the one constant that we can absolutely rely on in life is change.

If you missed it, you might want to read this associated post: “Today, Knowledge is THE Power”

News: “There is No Such Thing as a Warm Call” says Joanne Black, the leading authority on referral selling, and you can listen in on my short interview with her over at Top Sales World

Did I mention my new column in the Top Sales World magazine? In the October issue - just published – I write “Marketing is from Venus and Sales is from Mars” You can download your FREE copy HERE 

It’s a mistake to think that because a customer has expressed dissatisfaction with your product or service they will not come back to you. They won’t return if you handle the situation badly. However, some of your most vociferous complainers could become your most loyal customers, because you handled the situation well and treated them with respect.

This means recognizing some essential traits:

• Customers want to be respected

• They want attention

• They want to be appreciated and recognized

• Most of all – they want to be understood!

Why do businesses lose customers?

A survey with which you may be familiar, asked customers why they changed supplier/vendor. Here are the results:

• Developed a good relationship with another supplier (5%)

• Less expensive products elsewhere (9%)

• Unhappy with service/product (18%)

• Because of the poor attitude of the supplier (68%)

Your Customers Are The Lifeblood Of Your Business

It is never easy to win new business, which is why we should nurture existing customers and try to minimize problems and inconvenience. It’s a good idea to:

• Make regularly visits or calls – spotting trouble early on can help prevent it

• Reply to calls/queries as soon as possible

• Talk to your customers – find out about them

• Keep them well informed

• Conduct regular reviews of your performance – see your service through their eyes.

Ensure that the lifeblood keeps flowing through the veins of your business.

Solving Problems

Suppose they are difficult. Few people are truly difficult. In any case, it is important to make a distinction between difficult people and difficult behavior, which is often a result of non co-operation on your part.

• Focus on the problem (challenge?) not on them

• Show interest – bring out their likeable side

• Put yourself in their shoes – remember empathy?

• Be personal – use their name if that’s what they would like

• Appeal to their better nature – ‘As a parent of small children you…’

• Cultivate their goodwill

Saying Thank You

Let your customers know you appreciate them. Find little ways to thank them for their custom, especially when they are not expecting it. This is a great way to attract compliments – especially after sorting out a difficult problem.

• A simple but sincere thank you card – personalized

• Gift vouchers

• Cards at Christmas or other appropriate festivals – Diwali, Hanukah, Eid

• VIP days for special events, launches, dinners

• Social gatherings for key clients

Loyalty cards are very popular now with many organizations. Discounts, bonus points, free samples, all help to make your business stand out.

Compliments & Comments

Why do we find it difficult to accept compliments? Is it because:

• We don’t have enough faith or pride in our product?

• We think it’s probably a back-handed complaint?

• We don’t trust people?

• We don’t know how to react? (How about ‘thank you’?!)

Compliments tell us what we are doing right and give a boost to our morale. If we allow it, they bring us pleasure. Some customers just mutter a comment, because that’s how they are. They don’t really want you to take them up on it (it’s a good idea though to take note of what they say and, if appropriate, ask ‘Is everything okay?’).

And Finally……

Some key lessons on keeping abreast of customer needs and minimizing complaints:

• Use as much of the available technology as possible – make it work for the customer

• Focus on customers as individuals

• Listen and act on what they say

• Increase the value of each customer – especially in the long term

• Welcome complaints – always, always, welcome complaints

News: At around 6pm Eastern – that’s 1:00pm GMT, October’s Top Sales World magazine will publish: We are very proud of it and I suggest that it is our best yet ….

This month’s highlight is undoubtedly Linda Richardson’s interview with genuine thought leader, Neil Rackham, and we also have superb articles from Colleen Stanley, Tibor Shanto and John Doerr.

In my new monthly column – JF Uncut – I take a tongue-in-cheek look at the reasons why any imminent marriage between sales and marketing is unlikely, and finally, we announce all the categories for this year’s Top Sales & Marketing Awards. You will be able to download your copy HERE

Most frontline sales professionals – at least those working in a B2B environment – will tell you that they always (try) to work to “win-win” principles, but in order to fully comprehend the significance of “win-win” we must also appreciate why “lose-win” and “win-lose” are rarely, if ever, acceptable outcomes. Here is my interpretation.

“Lose-win” means we have accepted terms or reached an agreement that has insufficient value for us; it has produced an inappropriate level of profit, and it may have no strategic value – that is to say, there is no long-term value either. No matter how much ground bait you throw in, it is not going create a proper return on your investment.

With “win-lose” we appear to gain a financial advantage at the expense of the buyer. This approach may be acceptable in some commodity sales environments, where you are totally driven by top-line revenue, and the opportunity for repeat business is negligible, but even then, most companies are waking up to the value of repeat business – even your local restaurant.

You see, your customer will find out that they have paid over the odds, or they have been treated unfairly, and they will vote with their feet, and may never return.

That leaves us with just one final possible outcome, “lose-lose”

I suspect that as many as 80% of frontline sales professionals will shudder at the thought of “lose-lose” No deal, no commission, angry boss for losing the order. This is a very short-sighted and commercially naive viewpoint.

The scenario often plays out something like this: We work conscientiously throughout the sales/buying cycle; we understand the rules; we are totally aware of the steps our prospective buyer intends to take, and we accept them. Then at the death, the rules are changed. Typically price becomes a far more critical issue, and we discover that we are being rapidly pushed towards a “lose-win” outcome.

So now we have two choices. We can agree to the revised terms; drop our pants and cave in just to save the order, and earn a reduced commission – and of course much less profit for our company. Alternatively, we can accept “lose-lose”

There are, you may be surprised to learn, benefits from opting for “lose-lose”

You walk away with dignity. You send out a message that you fully appreciate the value of your products/solutions, your company and yourself. You are letting your prospective purchaser know that your company is also in business to make a profit.

By standing your ground, you will, in all probability, gain an even higher level of respect from the other side – and you will have the opportunity to do business together in the future – no, does not mean never.

News: Over at Top Sales World, we have announced the Top Sales Article for September, and also posted October’s ten nominations – very interesting selection – which you can view HERE

The English are feeling the pinch in relation to recent terrorist threats and have therefore raised their security level from “Miffed” to “Peeved.” Soon, though, security levels may be raised yet again to “Irritated” or even “A Bit Cross.” The English have not been “A Bit Cross” since the blitz in 1940 when tea supplies nearly ran out. Terrorists have been re-categorized from “Tiresome” to “A Bloody Nuisance.” The last time the British issued a “Bloody Nuisance” warning level was in 1588, when threatened by the Spanish Armada.

The Scots have raised their threat level from “Pissed Off” to “Let’s get the Bastards.” They don’t have any other levels. This is the reason they have been used on the front line of the British army for the last 300 years.

The French government announced yesterday that it has raised its terror alert level from “Run” to “Hide.” The only two higher levels in France are “Collaborate” and “Surrender.” The rise was precipitated by a recent fire that destroyed France’s white flag factory, effectively paralyzing the country’s military capability.

Italy has increased the alert level from “Shout Loudly and Excitedly” to “Elaborate Military Posturing.” Two more levels remain: “Ineffective Combat Operations” and “Change Sides.” The Germans have increased their alert state from “Disdainful Arrogance” to “Dress in Uniform and Sing Marching Songs.” They also have two higher levels: “Invade a Neighbor” and “Lose.”

Belgians, on the other hand, are all on holiday as usual; the only threat they are worried about is NATO pulling out of Brussels. The Spanish are all excited to see their new submarines ready to deploy. These beautifully designed subs have glass bottoms so the new Spanish navy can get a really good look at the old Spanish navy.

Australia, meanwhile, has raised its security level from “No worries Mate” to “She’ll be alright, Mate.” Three more escalation levels remain: “Crikey Mate!”, “I think we’ll need to cancel the barbie this weekend, Mate” and “The barbie is cancelled Mate.” And finally Canada is at “That’s not nice and please stop” threat level, and has passed a bill in the House of Commons to never raise the level any higher so not to offend the terrorists.

PS: Americans meanwhile are carrying out pre-emptive strikes on all of their allies, just in case.

Many thanks to the BBC and John Cleese