Black Sales Journal

Think about the best sales professional that you know!  This person does those vital things differently, and does some of them in different amounts.  Overall, they have determined what is important, and they execute them things better. Read this and touch the links to see a great picture of the true sales professional.

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In previous posts of Black Sales Journal, such as Black Sales Journal 12/16/2010, The Seven Success Essentials of the Black Sales Professional, we examined being the Consummate Professional.  Many of you are very professional already, and this will be a refresher.  This is a great step to being the best and most effective sales professional possible!

Let me first advise, being the consummate professional will never be easy, as it involves preparation, study, forethought, and an exhaustive effort to be “the best” at what you do.  The more difficult aspect of being the best is sustainability and consistency.  You will know that you are ‘the consummate professional’ when you sustain it as part of your personal culture.  The Black sales professional who sustains this culture will be successful!

Being the Consummate Professional is Important

The consummate professional is someone who is effective, efficient, relationship driven, and visionary.  Promises are made, commitments are kept, and there is empathy for the problems of the customers.  Solutions are adequate and on time, because the professional has ‘actively listened’ as opposed to having ‘heard’ the problems, and has prioritized the delivery of the response properly.

Here is my version of the Consummate Professional Checklist:

The Consummate Professional is:

• Punctual
• Empathetic
• Attentive
• Knowledgeable
• Organized
• Responsive
• Visionary

This checklist forms the foundation for the most solid professional performance for the sales professional, and it also benefits the customer, and the organization.

Let’s Look at Each One

Punctual – Most of you know this, but the punctual professional is seldom if ever late.  Recognize that there is a psychological advantage to being the one that is on time.  It never hurts to have your prospect or customer start out with a brief apology for their tardiness, as it indicates you mean business.  Be punctual to a fault.  Treat your prospects and customers with respect; value their time.

Empathetic – Be genuine in your empathy.  Know enough about your customer’s business to be empathetic.  Recognize why they need your product, why they are hesitant to buy, and how to rephrase and restructure your product explanations to make a consultative sale.  The customer’s business model, market, or timing could get in the way of your sales process, the more you know the better opportunity you have to show the attributes of your product.

Attentive – This means being an ‘active listener’.  When you couple this with empathy, you get someone who is aware and understands the situation.  This gives a powerful edge.  The sales professional that understands proposes the right solutions at the right time.  Practice listening actively with all of your customers and potential clients.

Knowledgeable – This area speaks volumes.  There are many areas of knowledge that you should excel in:

• Product
• Territory
• Industry
• Process
• Competition

You might think this too much to master, yet it is a continuous process of learning and retaining.  You might refer to Black Sales Journal 12/20/2010, Your Customer Needs an Expert where we discussed being an expert in Product, Industry, and Territory.  Also note that knowing the competition is an extremely effective strategy.  The competitive landscape changes constantly.  The customer may not give you 100% credibility, yet your views will be listened to.

Organized – Being organized is essential.  Plan your appointments, your workday, and your workweek to the max.  Nothing ever goes totally as planned, yet in reality being organized allows one to prioritize well and be more effective.  Prospects and customers know when you are unorganized by the condition of your briefcase, and sometimes by your delivery.

Responsive – This is a big one!  There are many components that define responsiveness.  Many of the issues have to do with communications, timeliness, and solving problems. You need to return phone calls within less than 24 Hours.  This is a must.  Nothing ‘frosts’ a potential customer like not being able to receive a response to a call or email.  Communicate early and often.  Deliver your bad news as soon as you are sure of the response.  Work to find solutions, and when you cannot produce the desired result, frankly and honestly let your customer know.

Responsiveness also involves responding to customer requests for new products, new services, as well as improvements and betterments in the current offerings.   Listening and working to solve issues exhibits responsiveness.

Visionary – The more knowledge you have of all types, and the more understanding you have regarding your customer and your own company, the better chance you have to find creative real-time solutions.  Being able to see down the road is important.  Anticipate your customer’s needs well in advance as your customer’s organization, and your organization changes over time.  As an example, anticipate the move to retail outlets by your manufacturing customer and be prepared to respond.  Forecast your customer’s need to manufacture in less labor costly areas, and give distribution and supply suggestions that will make them profitable, and you a star.

Be up to date on current events here and abroad, and by all means know what is happening with their competition.  This might sound like a lot, yet in this age of electronic media, it can be done.

In Summary

As a Black sales professional, there are few tactics that will have as much impact as being “the Consummate Professional”.  You might want to check out the following items for a little more “in depth” discussion.  These are links to past Black Sales Journal posts that cover them in detail:

• 7 Success Essentials for the Black Sales Professional (12/16/2010)
• Your Customer Needs an Expert – Make It You! (12/20/2010)
• Preference, Perceptions, and Prejudice and Your Customer (12/27/2010)

Always remember, your customer wants to work with a professional.  It can be you!

We would love your comments.

I recognize that you know how to dress professionally.  I also recognize that there is often temptation to ‘relax’ your routine  in the face  of our changing times.  I want to go ‘on record’ against becoming a ‘pedestrian’ in the fast moving world of business.  Your image is at stake!

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I would like to share a couple of views that can only help you increase your effectiveness.

As a Black sales professional, your image and the persona that you are working to build are very much subject to your last encounter with your client, especially a new one.  With that in mind, remember to always look your best.

To Be or Not To Be … Casual?

As a sales professional, when the rest of the world dresses down for casual day, you have your opportunity to stand out as a sales professional.

Whether it is casual Fridays, or “casual dress” office environments, many operations began doing it In the 90s and it is widespread now.

As comfortable as it is, I would like to convince Black sales professionals not to do it.  Here is my reasoning:

• As a sales professional, when the rest of the world dresses down for casual day, you set yourself apart as a sales professional.  Sales professionals look the part.
• In the eyes of your clients you want to stand out as an individual who treasures their business relationship and has something to special to deliver.  Dressing down indicates that you need comfort more than you need to display professionalism.  Don’t be suckered into it; be the consummate professional.
• When you are in casual mode on casual Friday, or in an office casual setting, it makes the rest of your day, casual.  Meeting with a client to solve an unforeseen problem, or responding to that potential “call-in” is not possible, unless you plan to take “casual” with you everywhere.
• To your clients, if you are casual, what makes you different from the next sales professional?  This is when you show your best.  Strengthen your persona!

Be the best-looking sales professional out there.  Whether male or female if your business garb is your “uniform”, then do it in the way that makes you stand out.   This is especially the case when your own office is casual.  Don’t let yourself fall into that mode.  Everyone in your office is not in the same position as you, so they will dress position appropriate for their job, and you need to dress for customer contact.

I believe that any sales professional, who is responsible for being on client visits or potentially greeting clients when they come to your company’s, office should be dressed in attractive business clothing. For the type of work you do, you want the customer to recognize you as a professional who represents yourself and your company as a professions well emblazoned intheir mind.

Always Look Your Best

During my tenure as a regional sales manager many years ago I was interviewing a sales candidate that was being considered for employment by one of my field sales managers.   The objective of having the Regional Sales Manager interview the Field Sales Manager’s prospective hires was to put another set of eyes and ears to it.  On this morning I met a candidate who had received high marks from the interviewing manager.

When I walked in the interview room, I met a candidate who we would pay a salary and bonus as well as a possibility of inheriting some significant customers.  Immediately upon introduction I noticed obvious grease stains on the candidates pants as well as frayed collar on his shirt.  It frankly looked bad.

The interview was better than average, and there were many solid points that the prospective sales representative offered up that made me think that I might be able to endorse the sales manager’s selection.  That is, if issues regarding appearance were not so lightly regarded by this candidate.

If the candidate was that neglectful when putting his best foot forward in an effort to get the job, how was he going to look when visiting one of our customers?  Although I probably don’t need to say it, he did not get the job.

Think About It

A testament to this will be when you exit an important customer’s office into the waiting room to say your farewells and see your competitors in some bad “Christmas” sweaters and deck shoes waiting to see your customer.  Even the janitor will be able to tell you who looks more professional.

Always look your best!  Be impeccable, it’s your image.

I would love your comments.