In the face of this new economy, one shift has been quite notable - people are not looking to be pitched. With diminished portfolios, declining revenues, market instability, and a lack of discretionary spending in both businesses and individuals, no one is really looking to spend money. Unfortunately, our traditional sales training has taught the sales profession that advocating and manipulating are two of the surest tactics to close the sale. Not in this environment. In reality, these were never really the most effective tactics, they simply seem to be the only one too many salespeople have seen in sales training and relied on. However, most people simply do not have the time or interest in playing the old sales game of being pitched, pushed, chased, or manipulated. The time to learn a new approach is now, before more organizations suffer continued declines in their revenues.
Sales is not a game. Believe it or not, customers resent it when they feel salespeople are putting the sales moves on them. Most customers are aware of all the sales training ploys and tricks and they have seen these more than anyone else. These moves reflect what typical salespeople do to try to get people to buy something. In today's economy, this is not what people are looking for. They are looking for professionals committed to helping them solve problems or provide valuable information and ideas. Transitioning to becoming a professional resource that solves problems requires focusing on the challenges and issues customers face and helping discovering ways to help them find what they want and they need. There is no time for games here. Customers have real, very real issues, and they are looking for professionals willing to help.
Sales Training
Sales is not salesperson-centric. Traditional salespeople from traditional sales training want to figure out how to get their prospects to buy from them. What the salesperson wants is not important. Learning or memorizing tactics and approaches is sales centric sales training focused on how to get people to do what they want them to. Great sales skills emanate from within someone, whether it be from the heart, or spirit, or soul, if one wants to go that deep. Being genuinely interested in being a valued resource is not a behavior or attitude that can be memorized or programmed in sales training. It is a core value that exists with the sales professional. When hiring or developing a sales team, egocentric or me-oriented personalities will not work in today's sales environment.
Sales is not about wearing people down. Effective sales results in today's environment is not about chasing deals, fearlessly pitching products, making all the right moves, or relentlessly overcoming objections. In fact, a relationship based, solutions oriented sales process eliminates the need for those tactics. A person who is "such a great salesperson that they could sell ice to Eskimos" is not a role model in today's selling arena. That behavior reflects selling something to someone that they don't need. That is not problem solving, that is manipulation. There is no value in manipulative selling today.
Sales is not getting people to buy something. Great sales helps people discover and obtain what they need and want. Effective selling behaviors today are about helping people get what they need in a way that is most beneficial to their business. At the end of the day in a relationship based, solutions oriented sales model, there is no buyer's remorse or trust issues. There are no endless objections to overcome as the process focuses on helping people find what they want or need. The sales professional working the effective side of the street is seen as a credible and trusted resource for helping customers solve their problems.
Sales Training
Sales is not based in the old sales training stereotypes. Nothing is more obvious or more telling than in the interview process then when someone sits down and starts making all the old sales moves as taught in traditional sales training class. Moves and tricks are not part of today's sales training. There is no sincerity, integrity, honesty, or demonstration of character in those charades. Worse, they demonstrate and reinforce the stereotype of the typical sales guy that everyone resents. The new landscape of sales training is relationship based and solutions oriented. Anything that reflects the playing of a game is counter productive in today's sales arena. End the perpetual cycle of hiring the same old stereotyped "sales guy" by not hiring the person that behaves with the sales personalities we all dislike.
Sales is not deaf, unaware or ignorant. The three words that best define the great sales training model of today are: listen, know, and understand. Salespeople must understand that all information of value is provided by the customer. Effective salespeople have to spend time listening and learning about what their clients need and discover how to help them. The real value is not in the product and service offered. The real value comes from understanding the challenges, the issues, and the frustrations associated with their business or situation and how to be a resource to them. It is the effective application of what was shared and learned in providing a solution that meets those needs that make effective sales behaviors work today.
Sales Training
In today's economy, businesses are not looking to spend money. They have no desire to be relentlessly pitched and sold. However, every business recognizes that they may have to spend money for innovation and solutions that may be critical to their ongoing success. Many are potentially willing to invest in products, services and programs that make their business better. It is the obligation of the sales professional to uncover what these businesses need, what they are trying to accomplish, what the obstacles are, and how they can find the products and services that will help eliminate those problems. Salespeople must behave and engage their clients as highly reliable, professional resources. Accomplishing this requires knowing what people need, knowing why it's important to them, and how their needs and issues can be best dealt with. Learn to connect, learn to listen, and learn to solve. It is the most productive approach to effective sales and does not require playing any games.
