There are some areas of  the sales arena that you do not control.  When it comes to aspects that you do control, always be the best!  Seek to improve incrementally at the least.  Read this post to see how to structure your improvements where they will do the most good.

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Some athletes are amazing individuals.  Many develop a skill set, and let their skills take them to the top of their craft.  If they are fortunate enough, they get a chance in college, or even the professional ranks.

In this process they learn something during that journey that many other individuals don’t get the opportunity to experience.  From the time that you show some mastery of your craft, and even become accomplished, the coach is searching for your replacement!  Yes…someone to knock you off of your perch.

It is natural, and taken for granted.  For example, if you are a sophomore college athlete in basketball, you will be asked to show other athletes around campus in hopes that they will attend.  Any one of these athletes can be your competition for your position…Yes, your potential replacement!  You do it willingly and accept it, as that is how you initially became acquainted with the campus and met the players; that is just the way it is.

Be keen on this issue as in the light of competition, you will recognize the need to do something to get better or be concerned about being replaced, regardless of your color!

Let’s Be Systematic

The sales process for an individual is complicated but simple.  Simple from the standpoint of the components:

• Territory Management/Situational Assessment
• Prospecting/Prospect Management
• Sales Skills/ Training/Development

Underlying each of these is the last portion of the professional process:

• Continuous Improvement

Each of these has its particular role and we should examine them, as each professional needs to govern their own improvement.

Territory Management – Situational Assessments – Black sales professionals need to know and manage their territories just like any other professional.  Knowing the clientele, the buying habits, and the effects of external stimuli such as the economy.  Just as important is being strong at doing situational assessments, which is the ability to ‘read’ sales situations correctly.  Is this buyer ready to buy, and will he/she buy from me?  Am I being played and at what cost?  What proof sources or references do I need to increase my credibility?  What do I need to do to get the edge?  Assessing the situation and recognition of special circumstances are important.

Improving the activities around territory management and situational analysis makes a difference.  Some improvement comes with experience, and some with good analysis.

Prospecting/Prospect Management – Improvement here is one that some veterans might not feel is as important, but many others will see the need to get markedly better.  The act of prospecting, and pipeline management should never be neglected, and any attempts to improve are well worth it.  From knowing your formulas to the actual pitches that you use, prospect sourcing is that one area that demands continuous improvement, and continuous attention.  Get better at the act of prospecting, and know your numbers to a ‘fault’.  Regarding actual technique you might read Black Sales Journal 11/28/11 Tuning Up Your Cold Calling and Phone Etiquetteor Black Sales Journal 3/22/12, Are You Playing Roulette or Working Smart?

Sales Skills/Training/Development – Have you ever thought about whether a sales training course or seminar will help you?  Have you ever pondered buying that paperback about sales but just did not want to pay the steep $16.00 price?  Well, at least you have thought about these items…now do it!  Courses and seminars are not for everyone, but you would be wrong to count them all out.  Whether it is for skills development or motivation, investigate them well and take the plunge.  The ‘morsel’ that you need to improve might be right there waiting.  Other sales professionals can help by making suggestions, but whether it is a good book or an informative seminar, try it, you may like it.

Continuous Improvement – Easier than You Think!

Continuous improvement includes activities from self-study course work to getting an advanced degree.  It can include anything from changing your sales methods to learning a new method of closing sales.  There are sales professionals working on all aspects of their skills with seminars, college coursework, professional sales skills coursework, and a multitude of other types of self-improvement.

Determine the areas that can use improvement, and just …do something!  I can’t think of one sales professional who would not benefit from a seriously good negotiation course.  If it is not new material, it can serve as a refreshing.

Remember, there is always someone who wants to take your place, no matter what you think of the rigors of your sales position, and they may be sharpening their skills.

Always be the best.

Your comments are welcome.

Sales professionals know that after the tortuous process of winning customers, account-by-account, it would be literally sinful to have your competitors wrest them from you.  There is truth to that, yet with it comes the fact that the only way that you can keep it from happening is to have a product that no one else offers.  Very few of you are fortunate enough to be able to say that.

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As difficult as the process of retaining customers can be, it is something that others would be envious of.  The objective is to have that process be filled with relationship building, as well as experience sharing, coupled with unmatched service.  As far as your competitors, it will make the act of robbing you of your income and your customer so much more difficult.

Most Black sales professionals are working so hard to achieve general acceptance and get past the issues that constitute preference and perception that they are glad for the victory when they reach that goal.  Strengthening the relationship in the following ways could be the difference between being a good sales professional and being a ‘star’ sales performer.

Building that Wall…Block by Block

Building that wall is a process.  Whether you are in B2B or B2P, the process is very similar.  Here are some of the main attributes:

• Make the buying experience memorable
• Master the Relationship
• Give unparalleled service
• Expose them to vertical relationships
• Treat them to horizontal relationships
• Give Recognition – Nominate them for Acclaim
• Communicate
• Call–in favors

Don’t think for a moment that relationship building is easy.  It is however the forte’ of the best sales professionals.  Why not you?

Make The Buying Experience Memorable – You cannot just win, you have to look good in doing so.  Gaining the account in the face of strong competition is great.  Winning because you are what the customer needs creates a value that others might not have.  If all else is equal, and you win because the customer perceives that his organization is better off because you are the expert that they need (BSJ – 4/10/2014 Your Customer Needs an Expert – Is It You?) you can now begin the process of securing other sides to the structure you are building.  Being the Consummate Professional (BSJ – 4/19/2013 Be the Consummate Professional) throughout the buying process is just as important.  Buyers may buy for a number of reasons, yet the composite is that they got a great value.  Part of that value is you.

Master the Relationship – You will need to excel in the relationship.  As stated in BSJ January 13th and January 20th, Deepening Your Customer Relationship 1&2, your job is to be the expert on this customer.  Establish a customer profile, and work it.  Know the buyer’s family, and his or her most important preferences.  Achieve the level of a  “business friend”, and “business consultant”, during the workday and a social acquaintance during off hours.  This constructs walls that generate a preference all their own.

Give Unparalleled Service – We have talked about giving unparalleled service before in BSJ (Black Sales Journal 1/13 – Deepening Your Customer Relationships).  It will separate you from the other sales professionals.  Remember, this is about being responsive.  Solid follow-up is at the heart of this one.  Do what you say you are going to do; by when you say you are going to do it.

Expose them to Vertical Relationships – You may shutter at this one because you shield your accounts from management, yet it works in a way that cannot be duplicated.  Your confidence as the quarterback will allow you to introduce them to your organizations upper, and in some cases top management.  They will not only feel important, they will feel privileged.  Arrange for them to meet the highest level you can muster.  Lunch or Dinner (if appropriate) could serve as solid forums to give them the feel they need for the organization.  Even a meeting in the office works.   The more important people you clients “know” the better off you are at their time of need.

Expose them to Horizontal and External Relationships – The horizontal relationships can be enriching as well.  Your service team, your sales assistant, and anyone else who helps you make it happen.  I also include in this your ability to include introductions to key accounts that have a like interest in business pursuits including suppliers, Chamber sand other membership groups, etc.  Be the resource that no one else can be for them.  Break the ice for them in relationships with other “like thinking” customers of yours that could benefit them, and build your wall.  They could increase their profits because of you.

Give them Recognition – Sometimes, recognition can go a long way.  An honor bestowed in the form of a luncheon for a customer’s management staff, and a $40.00 plaque can go a long way toward locking them in.  Sincerity in this award is important; yet even more important is doing it correctly.  Be there in person and give some amount of notoriety.  If covered correctly by their newsletter, you might be surprised how far it will go.  In your customer’s mundane world of supplying nuts and bolts, to be recognized as an innovator in warehousing, logistics, safety, and other notable areas is a proud moment.

Communicate, Communicate, And Communicate – You are never at a risk of over communicating.  Communicate early and often, monitoring your communications by summarizing and reducing it to writing.  Give bad news as early as you have it confirmed, and give your good information with the same pattern.  You will be rewarded with credibility, credibility, and more credibility.

Call In Favors – If there was ever some one to do if for, your best customers are it.  Call in favors for your best customers when necessary.  This means you need make sure that when you need it, you have the “capital” in your operation to get something done for your best customers whether it is exceptions or pricing influence.

The Best Value

If you do all of these things, it will represent the best value imaginable for your customer.  The customer will have an engaged, resourceful sales professional.  You will have a client who will always be a  “hard target” for any other sales professional to pick off.  You will need to be competitive, but not always low in price.  You will need a good product, yet not necessarily the industry leader.

The best is that so much of this focuses on you, the sales professional.  Over time, this is almost all about you.

Thanks for reading Black Sales Journal.  We welcome your comments