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We have witnessed a technological revolution in the tools we use in selling and we are now seeing a revolution in the role of the sales representative. It is easier to replace a piece of equipment than to replace a sales or customer service representative.
The Bureau of
Labor Statistics estimates that over the next 10 years there
will be a 15 percent decline in workers age 35 to 54 and a 9
percent decline in workers age 25 to 34, concurrent with a 25
percent increase in demand for workers in those age groups.
Today I see companies having a hard time finding qualified young
people to fill their sales and customer service positions, but
that's nothing compared to the struggles they'll likely be
facing in the next few years.
So, what do we
do with?
Management
often believes corrective action requires incentives. In truth,
incentives do not create more knowledgeable, effective,
productive salespeople. There is no quick fix or an all-purpose
remedy for every member of a sales force. That's especially true
in the case of less experienced reps that need the time, skills
and information to develop new accounts.
Selling has
changed fundamentally. The attributes, roles, objectives and
activities of salespeople also must change. These days, it's not
enough to be liked by a customer or prospect. It's necessary to
be both liked and valued.
Like it or not,
it's all about the customer. It's not about your company's
products or services. It's about the ability to help a customer
achieve their business objectives. Here are some of the most
important and least appreciated qualities of today's successful
sales representatives:
1. Understands business, not simply your products and services:
Today, it's necessary for a salesperson to
understand the difference between profit and cash flow, the
carrying and opportunity costs of excess inventory, and the
ability to communicate effectively within the customer’s
organization and within your company.
2. Makes sales calls worthy of a customer's time:
The sales representative should leave each
sales call with more information than he or she had at the
beginning of the call. It's equally important that at least one
piece of helpful, relevant information be shared with the buyer
on every sales call. This creates perceived value.
3.
Has excellent written and verbal
skills:
As companies
continue to reduce the number of qualified vendors, supplier
selection decisions increasingly occur at higher levels
within the company. A salesperson might never meet all the
decision makers face-to-face.
Think about your current
customers. What would a salesperson have to do to sell each
of them if they weren't already an account? Are they
receiving that? Failure to adopt this mindset runs the risk
of buyers feeling neglected and looking for a more suitable
vendor.
4. Always treats current accounts as
though they are prospects:
5. Understands that sales has a quality as well as quantity:
Not all business is
profitable. The successful representative needs to know how to
find qualified prospects, but he also needs to know whom not
to call on.
As I look at
newly hired sales
and customer service representatives in many industries,
I see a growing problem of incomplete education. The new
generation is not as well equipped with effective
communication skills,
math skills, business skills, and knowledge of the
sciences as previous generations entering the selling
profession. Now more than ever, we
need to educate and provide the support needed for them to
succeed if we are to retain employees that will grow in their
professions and grow our businesses.
There is a
popular saying that states: If you always do what you’ve
always done, you’ll always be what you’ve always been.
Today's challenges can't be satisfied with yesterday's mindset.
About the Author: Ken Wilson: Strategist, marketing guru, educator, facilitator, author, university lecturer and consultant, he can be reached at ken@wmg-mn.com or 763-476-2216
Copyright ©2017 by Ken Wilson All rights reserved.