Be Different or be dead

November 23, 2015

Sales can push or build, what’s absolutely the best way?

Source: Unsplash

Sales can push or build, what’s absolutely the best way?

Sales people have a choice in terms of the modus operandi they choose to employ to deliver results: they can either push or flog products at customers or they can build intimate relationships with them and trust that sales will follow.

Here’s the profile of each.

The pusher:

- is focused on short term success; it’s all about making the numbers;
- flogs technology, emphasizing the cool things it can do;
- loves to make speeches on how wonderful their products are; not too much listening here;
- will try and force-fit their product to the customer’s problem even though the product is not be the perfect fit for the customer. They are more motivated to sell their product and not to do whatever it takes to solve the customer’s problem;
- is a one-way communications artist. They are constantly in the transmit mode; they listen very little;
- wants to get the sale and get out; the quicker the transaction the better;

- is frustrated by the need for after sales service and devotes minimal time to it;
- is driven by their annual compensation plan and dedicates little effort to medium and longer term issues;
- spends copious amounts of time doing cold calls;
- relies on low prices to express their value proposition; blames high prices when they lose a sale;
- avoids personal accountability when a client is screwed over through a service mishap made by the company;
- is super driven to win an annual sales award and get a trip to somewhere exotic.

Source: Unsplash

The builder:

- is a server with the innate desire and ability to take care of people;
- is a highly engaging individual; believes that deep conversations with the client will expose opportunities;
- wants to get paid by their compensation plan, but is willing to balance longer term needs with the short term;
- drives the majority of their sales through repeat business from long term loyal clients;
- creates intimate relationships with clients trusting that the relationship will yield sales over the longer term;
- sells value at the highest price possible. Avoids commodity transactions where the sale goes to the lowest price supplier;
- focuses on obtaining client referrals to grow sales; doesn’t have to cold call;

- spends time trying to discover client hidden wants and desires - secrets - and employs this knowledge as a critical component in their sales proposition;
- is a recovery addict; doing whatever it takes to recover from a service mistake the organization made that caused client pain;
- takes the role of client champion inside their organization fighting for them regardless of the issue;
- has incredible listening skills which represent a heavy dimension of their personal brand;
- uses a customer report card regularly to gather customer feedback on their performance; follows up to ensure improvements are recognized;
- will lose a potential sale by recommending someone else’s product when they have a better solution to a client’s problem;
- is very involved with marketing in the new product development process; ensures that their client’s unmet needs are addressed;
- are viewed by their clients as partners; part of the client team.

Which approach do you think will build customer loyalty and distinguish you from your peers?

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 11.23.15 at 05:56 am by Roy Osing
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November 2, 2015

Why a great education isn’t enough to make you successful

Source: Unsplash

Why a great education isn’t enough to make you successful.

Success is more than what you know; what you learn at school.

So many people when asked what they want to do after they graduate say something like “I would like a job in marketing where I can apply what I learned in school.”

It is natural to want to make use of the knowledge gained in your area of expertise. You spend many years learning many subjects that cover your chosen academic path and want to try them out in the real world.

I’ve said it before and it bears repeating:

What you learn at school is merely the table stakes for a successful career; it guarantees nothing.

That said, without some type of formal learning background and you are unlikely to be able to enter the race.

There are many highly educated people out there who can’t get a job in the profession or company they desire (I ran into a woman serving in the Marriott Copenhagen lounge who had both a Law and Masters of International Affairs degree; not uncommon.)

To be successful you can’t rely on your academic pedigree; you have to do more than simply ‘apply your knowledge’.

You have to leverage what you know to position yourself for career opportunities.

So If you have an MBA you will want to position yourself not as an academic MBA’er but as someone who is able to help take the organization where it needs to go.
Your academic credentials allow you to have insights on business problems. You are a business problem solver first; MBA degree-holder second.

Lead with what unique stuff you can deliver to an organization; not with what you’ve achieved at school - your pedigree.

Learn what your organization needs to meet its strategic goals; work on objectives and tactics that line up with the desired future and give 110% of yourself to execution every day you show up.

In answer to the question on what someone wants to do after they graduate, I would like to hear:

“After I graduate I intend to be the only marketing manager in the company I choose to work for that is viewed by others as a senior employee within 24 months.”

Declare your end game.

Pledge to be unique.

Trust that what you know will help get you there but won’t guarantee it.

Cheers,
Roy
Check out my BE DiFFERENT or be dead Book Series

• Posted 11.2.15 at 04:56 am by Roy Osing
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