In light of racial perceptions and racial preference, it is not uncommon to have to  pass muster like this.  Although it is wrong that an individual would have to clear a hurdle on the basis of the color of their skin, gender, religious affiliation, age, or sexual orientation, it does happen.

However, you can win in this situation, and the facts below illustrate that.  Those Black sales professionals who have faced this know that they experience a  personal victory when they are successful and recognize the covenant we all share to be the best.

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If you are a Black sales professional it is no secret that closing a sale is a calculated action; part of a process that we call the professional sales call.  There is no doubt that if you are in this group you will need to have a strong sense of when to close and the technique to close both sales.

Closing on Two Fronts

The close has to come on two separate fronts.

• My company/product is the best for you and is an acceptable price to create the value and utility that your organization needs
• Although potentially different because of my pigmentation, I am the best choice of sales professional to handle the needs of your organization now and in the future.

There will be those that may disagree that this happens.  Don’t be naïve, as it is common.  Note the examples below:

• A young sales person has to make the sale that they are a viable option by showing that they can provide the knowledge and have access to the wisdom and experience which when coupled with the energy of youth can be the best option.  This is right and natural.
• Several years ago women wrongly were forced to close the credibility sale by showing that they were able to prove personal credibility and dependability.  This was fundamentally wrong, and still is.

When I was a young sales professional, I found out that I had at least two items against me.  At a time when there were a much smaller number of sales professionals who were black, I was Black, and was a mere 22 years old.

I was selling in a commercial market (B2B) where there were few Blacks were experienced, and knowledge and experience were to be touted as an advantage.  I quickly learned that you had to find compensators for these “disadvantages” while at the same time I needed to keep doing the fundamental activities that give you a chance.

Learning how to close the sale and the personal/professional sales was one of those activities.

Closing the Product/Service Sale

Knowing how to close the product sale can be scientific, yet still is an art.  Recognition that the close is not always designed to get an order but can systematically be used to determine what objections are out there is important.

There are numerous books out there on closing and having read some, they all have something to add on closing techniques and styles as well as when to close.  I am not going to cover them here, yet will in a future post suggest some books and blogs on closing that you might want to consider.

The main purpose of this post is to discuss the sale that you must make even if your product/service is the best one out there.

Closing the Personal/Professional Sale

This sale is less defined.  Much of this sale is actually done as a prequalification. This is a set of activities that you undertake from the beginning of the relationship.  This set of activities is different for each customer/prospect, as each one comes with a different set of perceptions and preferences.

It is during this calculated process that you get a customer/prospect comfortable, confident, and willing to do business with you.  Is this different than with any other sales professional?  They answer is probably yes.  It is different because in many cases you are altering perceptions, and attempting to change preferences.  A big order, yet something that can be accomplished.

Female Black sales professionals who sell know this more than any other segment.  It is better than it used to be, yet still difficult.  They are challenged to hurdles.

Here are some of the items that you are trying to sell in the Personal Sale:

• Professionalism
• Responsiveness
• Credibility
• Expertise/Specialty
• Personal Accomplishment
• Effectiveness
• Vision

Your customer/prospect will recognize that if you have these traits and one more, the customer’s organizations interest in mind, you have everything you need to have value for his/her organization.

Many of the items above are linked to the Black Sales Journal Article that defines them in depth.  Please take a look at them to get a fairly in depth look what these attributes entail.

Make It Work!

Now back to the issue of prequalification. This is the process of gaining the necessary credibility to make the personal sale.  It is giving the necessary information to the client in “bite sized” portions so that it can be digested and absorbed.

You will prequalify by activities such as sending your customer/prospect your newsletter regarding his businesses industry, referring him to your customers who are next door (who he knows) to get an idea of your expertise, and share with him your ideas about how companies with your profile can get benefit in the future from you product/service.

In Summary

You can correctly position a sale of a product and prepare a close, yet if you are wise, you will realize that perceptions and preferences can be overcome, yet not in a one hour meeting. Prequalifying can have success by getting agreement and clarifcation on many of the issues that would be in question at the final sales call.

These items include providing references to give confidence (professionalism, responsiveness, expertise, etc.), making suggestions for changes and visions of the future (vision, expertise, effectiveness, etc.), and developing the deep relationship that lets all of this gel together.

Don’t miss the opportunity to feed it slowly to your customer early on.  If you give references, suggestions, and expertise information all at the end, when you present your proposal, you have missed an opportunity.  It is too late.

Close both sales and get the order.  Good selling.

Your comments are welcome.

In most sales positions, you are the relationship expert. You are the true  expert on the customer!  You may know well the product and process, but you may need someone who is intimate with procedures, tolerances, and even engineering and legality.  The call is yours, so know how to frame it!

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Whether you are you taking your manager or a specialist (such as an engineer or technician) on a call to see your customer, there are rules to follow.

This is normally done to facilitate a product or service with complicated nuances and utilizing this assistance correctly could push you toward consummating the sale.  No matter how much assistance you get, the sales call is yours to control, and the deal is yours to make.  This instant credibility and expertise could be very helpful to the Black sales professional because you strive for the credibility that happens when you put together company resources to produce a win.

If you are wise, you will learn how to master the assisted sale because in the end, the credit is all yours, and the compensation is usually not split.  Having someone else do much of the work is a benefit; having someone with you that gives your customer instant solutions coupled with your continued credibility is even more beneficial.  It also gives you a solid opportunity to learn more about your products that will benefit you on future calls.

You’re the Quarterback!

There are a few methods that you can employ to make sure that yourassisted sales call goes smoothly:

• Always have a pre-call meeting - Whether it is with your manager, his manager, or an engineer or specialist who is there to explain technical information, a discussion involving all participants before the sales call is essential.  Make sure you delineate call objectives and what information will be shared.  Make sure your people know who they are meeting with, the hot buttons, and discuss how you collectively should handle them.
• Do an agenda and the written introductions – You all know that the most important activity is to advise everyone who is going to be present, what their roles are, and what their credentials are for providing solutions.  This is not as necessary with your manager, yet with technical people, you want to make sure it is known how they will help your customer.
• Information must be from the same source and same dates – Make certain that you review all information that will be disseminated and that it is necessary and appropriate.  There should be one set of facts, and no situations where you are quoting numbers from different sources and with varied evaluation dates.  Nothing is more embarrassing than to watch a meeting derail while the participants joust about information facts and origins. You want to see each piece of information that will be handed out.
• Monitor the sales call – We all technical sales support people.  Whether they are in financial services, office equipment, machinery, or otherwise, we know that they may be very focused, and maybe not as solid in the role of communicating to the customer.  When you have one that does it well, you will want them as a ‘sales partner’ every time.  Your role is to watch your customer’s expressions and reactions to make sure that those assisting the sale deliver information in a format that is readily understandable.  You can clarify points, restate issues, and direct the conversation correctly to make sure your customer gets the information they need.
• Ask for the Business – It is the sales professional’s responsibility to close the sale, if the sale is at that stage.  No one should ask for the business but you.  As you are keeping tabs of the open issues, outstanding follow-ups, as well as any questions that can affect the sale.  Make sure that your pre-call meeting includes discussion about your responsibility in this important area.
• Open and close the meeting – The sales professional in the capacity of the relationship manager opens and closes the meeting.  Never give up that responsibility as that increases the control that you need.  You will do the requisite introductions, openings, summaries and, if appropriate, closing statements.
• Do the written meeting follow-up – As the quarterback, your summary with follow-up items once distributed gives the “now what do we do” and next steps that will shape the timeliness and quality of the response.  Do it within a day after the meeting.

Always Show Your Value

Part of the value that you will show is that you can bring the people that can make the difference to your accounts.  When your customers are consistently satisfied, you have value.  Be an integral part of that solution by assuring that the call goes well, and the results are achieved.  Know your company’s people and how to use them in a way to consummate the sale or provide solutions.

There is evidence of teamwork when a sales professional puts everything together well.  The customer sees a coordinated attempt to provide his/her needs, or solve their organizations problems, and you are the beneficiary.

Monitoring the Sales Call Revisited

I am going to focus on this aspect from above, as a result of its relative importance.  When you are on that call, you are doing no one any good if you don’t make sure that your customer gets what they need.  If the talk is technically too lofty for your customer, you must insert yourself into the conversation.

Saying to your own people, “Can you break that down for us?” is a start.  You can say, “Once more, can you help us clarify how we can get this solved, I don’t understand?” Don’t hesitate to force the issue.  Remember, you are the advocate of the customer, and if they don’t understand the commentary, they you are a part of the “circus”.

If you are adept at explaining, do so using terminology that your customer will understand, then ask your technical person if they agree.

Always remember the best sales professionals are not the most technically oriented, but they are the ones who understand best how their products, are perceived by the customer.

Create solutions for your clients, and you will prosper.

We would enjoy your comments.