How Your Parents Set You Up For Failure in Sales
Many business owners that have to sell their products and services and the people that are tasked with selling for them have never considered themselves as sales people. I have heard it many times, “I am not a sales person and I am not comfortable with selling”. It’s not your fault and you can blame it on your parents.
What did your parents tell you while you were growing up?
- Don’t talk to strangers
- Don’t bother that important person
- That person doesn’t care about what we do
- It’s not polite to talk about money
What do you have to do in sales?
- Talk to strangers
- Bother the important people
- Talk to people that should care about what you do
- Talk about money
It is time to get over the notion that you are not a salesperson. Sales is nothing more than having a passion for what you represent and being able to transfer that enthusiasm to others, like potential customers. If you believe in what you represent, just talk to people about it and make sure they are the right people or are people that know others that can benefit from what you represent.
Be sure the people you talk to are strangers, be sure they are important, be sure they are the person that you can provide value to and the person that can make sure you get paid.
Why Great Sales People Should Act Like CEO’s
“You are the CEO of your territory so you should act like one.” I was told this all the time during my years of selling and leading sales teams in various industries. I have since passed this advice on to every sales person and sales team that I have worked with since I started my practice.
More than any other position in the company, sales has a tremendous amount of autonomy and like a CEO, this freedom gives the sales people an infinite amount of latitude in how they are going to achieve their goals. Sales performance is based on success like that of a CEO and therefore the best sales people should approach sales like they are a CEO.
What should sales people and CEO’s have in common?
They leverage others to help – they don’t try to do it all themselves. Great sales people know how to leverage the entire organization. Good and average sales people try to do it all themselves.
They show leadership – without leadership it’s impossible to gain the support of the organization, to build support teams, to rally the client, and get those teams you need behind you.
They have problem solving skills – problem solving is one of the greatest, unmeasured skills today. Great CEO’s solve problems. Great sales people solve problems for their company and their clients. They have an uncanny knack for understanding how to get around hurdles, address challenges and accomplish what others can not.
They have Business Acumen- It goes without saying that CEO’s have great business acumen and unfortunately, most sales people do not. Sales people should embrace business knowledge and grow their understanding of complex and simple business concepts.
They take Risks – by definition, CEO’s take measured, calculated risks. They understand that nothing is guaranteed and growth comes from expansion. Selling is no different and the best sales people take risks. They understand the next big sale does not come from doing what everyone else is doing.
They have a Vision – Like CEO’s the best sales people have a vision and they see the forest through the trees. They can see where the industry is going and see where their clients “need” to go. They know when a product is going to loose its edge 12 months in advance and use that to their advantage.
They are committed to personal development – CEO’s become CEO’s because they are constantly striving to get better, embrace personal development, and are always growing their skills. The best sales people are constantly evaluating their skills and should always strive to get better. They know what they are great at and what they need to get better at. They leverage their strengths and surround themselves with those who are great at what they are not.
I am a huge fan sales people and during my 25 plus years of sales leadership, I have watched sales people that have these traits succeed farther than myself and I have watched sales people fail because they were unable to change the way they conducted themselves in business and embrace these ideas. If you can embrace and integrate the characteristics of a CEO, then you can be great in sales.
Every Company has Low Hanging Fruit
The question “How do we grow sales quickly?” is asked in every business on a weekly basis. The easy answer for us is that you would not have to ask that question if your sales function was doing three simple activities on a regular basis.
Asking for additional business from existing clients
When was the last time you met with your top clients to review the current business you were doing with them, showed them what else you could do for them better than others, and asked what they were planning that you might be able to help them with?
Asking for referrals from existing clients
Your clients have stayed with you for a reason. When was the last time you asked them who they knew in the industry that you could help as well and who else they do business with where you might be a fit?
Asking for new business from other “ideal” future clients
Can you identify your best clients and why you have been able to be a partner with them? Take your success and replicate it by producing a marketing piece about why people do business with you and send it to other “ideal” prospects with a call to action about engaging you.
These simple activities are often overlooked because businesses get caught up in their business and do not focus on them. Make these activities part of your regular sales meetings and their will be no need to have conversations about how you can grow sales quickly.
Drive Your Own Car in Your Own Lane
Recently on American Idol, Phillip Phillips sang Stevie Wonder‘s “Superstition” to close out the first “American Idol” finals round.
Steven Tyler said, “you just are…Okay”…. Jennifer Lopez liked how he made the song his own and said “you killed it.” Randy Jackson liked his originality and liked how he interpreted somebody else’s song and told him “You drive your own car in your own lane!”
That hit a point with me about the entrepreneurial companies I work with on a weekly basis and how they have had success doing things their way but are not always fully understood.
When an entrepreneurial company wants to do something new, navigate into a new market, or develops a new way of doing things, they do not always get positive feedback from the direct “stakeholders” about what they envision or what they are trying to accomplish. Two reasons for this are 1) that they have not effectively communicated why they are trying to do something new, and 2) they do not have the right people in place to execute their vision.
Have a vision, set a goal, create a plan, communicate the plan to all parties involved, inform everyone of their role in the plan, live by example, and do what you say you are going to do. Once these things are in place, you can hold people accountable to their role in the plan and you will be driving your own car in your own lane and continuing your success.
Why You Need Proven Outsourced Expertise
The word “Consulting” has become just as eyeball rolling to business leaders as the word “sales” and the joke is that if you are not part of the solution, there is money in perpetuating the problem. Not having the right expertise to work within your organization to make the necessary changes properly has the same effect as not being able to complete a project before you start another one. It is the same problem that new employees experience after 18 month of employment…..They get caught up in the minutia of everyday business and eventually become part of the problem.
Companies have downsized their management and senior knowledge holders, lost their internal expertise, and the employees that have survived are so multitasked that nothing is able to be improved because no single individual is able to focus long enough on the task at hand.
A good “consultant” is able to work with their client to help identify a problem, develop and plan to fix the problem, use internal resources efficiently to integrate the necessary changes, and then leaves the client with a sustainable solution.
FIFO and Project Management Failure
In a conversation at lunch with my first client that is still a client, we started to talk about all of the ongoing projects in the company outside the scope of my delivery and what is keeping them for accomplishing them.
I discovered that my client falls into the classic seven-eigthers group that most companies become part of when they cannot complete even one project before the next idea and direction comes from the top. Hence they only get 7/8 of the projects completed and then are surprised when there are still in the same position they were two years ago. Their agility and ability to move forward is non-existent.
Ever been told to finish what you start? FIFO is an accounting term for First-In-First-Out and if you apply that same principle to project management then every new good idea would see success because it would be placed at the bottom of the pile before it would be addressed. A simple practice that if re-purposed would help companies maintain their agility in the market place.
I am proud to report that all projects managed by me as it pertains to building their sales engine have been completed on schedule and the client is currently experiencing an increase of 38% in revenues over the same period last year.
How to Become An “Opportunity Creator”
A mentor recently reminded me that the word “sales” is not always perceived well when used in a conversation. It is unfortunate but true because some “sales people” have ruined the reputation of all of us through non-standard practices that are remembered and shared with others. Even those companies and employees that I coach have trouble being called “sales people” even though what they do does have an impact on company revenues. Maybe that is why most businesses do not even print the word “sales” on business cards.
The primary duties of anyone in the business development field is to create opportunties for their company by finding a need in the marketplace and filling that need the products or services that their company offers. How do you do that without being “sales’ like? I would offer that the activities that you do have an impact on how you are perceived and that some of the best sales people I have know have never been described to me as “sales people”.
What do these people do differently that leads to increased opportunities for their companies?
- Perform strategic business reviews with current clients that helps them understand how you have added value to their business and what other services you offer
- Conduct lunch-n-learn sessions for account managers in other companies that can refer you to opportunities in their client base.
- Schedule breakfast and lunch meetings with centers of influence that are secondary stakeholders in targeted companies you want to work with.
- Focus your free time and champion a non-profit by volunteering your services to help with their fund development.
- Ask current clients for referrals.
- Introduce your clients to prospects, strategic partners, and other service providers that help them grow and improve their business.
- Make sure all of your family and friends know what you do.
Working any of these tactics into your activity calendar will help you increase your opportunities without the traditional sales tactics that are taught in videos and highlighted in the movies.
Everyone Has a Part in Creating Opportunities for Their Organization
It has become quite apparent lately that employees in non-traditional selling roles are being asked to help create more opportunities for their organizations. Attorneys, specialized consultants, sales support personnel, engineers, bankers, and traditional account managers, executive directors, and even board members are all attending meetings and being given new “selling” tasks…usually with a reply like “If I wanted to be in sales, I would have applied for it!”
Downsizing, budgets cuts, shrinking margins, shrinking markets, and changes in client buying behavior, and increased costs are finally leading organizations to realize that they have to pick up the phone, they have to go knock on doors, and they have to go out and build relationships in the community…..and guess what, there is no budget to hire someone specifically for “sales”.
Sales is not a dirty word
The stereotypical image of a used-car salesman is that he is a pushy, arrogant, egotistical deal maker, and a bad dresser, to boot. Good sales experts are just the opposite of this clumsy, thoughtless, ugly stereotype. Think of a time when you left a selling interaction and thought to yourself, “That was a really good salesperson.” The positive attributes are universal:
• They listened
• Asked good questions
• Cared about me
• Gave me options to think about
• Was interested and genuine
Are these not the traits that we would all like to have and be known for?
Selling is not winning a deal at any cost, it’s being realistic
Selling is about doing what is best for the customer. It is always about creating measurable business results for the client. If you can’t help your clients with their business, you shouldn’t be doing business with them. Be willing to walk away from situations that aren’t right, and when you may not be the right fit for the client be willing to offer a referral to someone who has the expertise you don’t.
Sales success is about building and leveraging your relationships
You know lots of people from many different areas of your life. Consider your community groups, hobbies, volunteer organizations, sports, service providers, family, neighbors, and friends. The list goes on and on. Companies are asking you to leverage these relationships by finding out who these people know, what their network is, and who they might know that would be interested in what your company does.
You’re not asking your contacts to do business with you. You want to know whom they know and how and when they can refer you to opportunities in the market place. People are actually very delighted to help when they are asked.
Do not look at it as “selling”, look at it as creating opportunities
Several clients tell me they don’t “sell”, and we can’t use the word “sales” in our discussions. I agree! Look at it as creating opportunities for the organization that were not there before and you are accomplishing that by simply talking to people you know about what you do. Good salespeople are authentic and genuine and when you are sincere, care about your clients, and ask your contacts who they know, you are helping your organization grow.
Are you willing to help your organization grow?
The Benefits of Having a Cause
What does you organization support and how have you integrated that into your marketing?
With 75% of soldiers returning home have some form of Post Traumatic Stress Disorder. They are truly returning home broken after bravely volunteering and serving our country out of a sense of duty. Until now, there has not been a location dedicated to veterans connecting and supporting each other in our community which is why SalesTechnik has joined forces with DryHootch of Waukesha County to raise enough funds to build a permanent location.
Having experienced what the lack of support can have on our returning soldiers, I decided to purpose my own sense of duty to improve things and help companies focus with their selling efforts if they make a donation to the organization. You can learn about our offering here.
It is called “Cause Marketing” and I would suggest that every company discovers the “why” in them and finds an organization to align with. This alignment has increased awareness for DryHootch of Waukesha County in the business community and has increased awareness for what SalesTechnik can do for individuals, organizations, and companies. We have developed a sustainable revenue source for this cause and without much energy, built a pipeline of clients that share similar values, extreme gratitude, and concern for our returning soldiers.
With charitable donations at an all time low, this tactic should be integrated into every marketing plan. It has led to a much higher level of conversation with business leaders, gives a risk free and tax-deductible introduction to our services, and has helped individuals, organizations, and companies develop a high level focus on increasing their opportunities in the market place.
Feel free to contact me should you want to learn more about what we are doing to build a DryHootch in Waukesha County.
I hope these thoughts and philosophies help you increase your opportunities.
Peter C. Rathmann 