Black Sales Journal

If you have read Black Sales Journal before, you know of my obsession with the mechanics of the business relationship and how it affects the sales process and the fate of capable sales professionals.  Now, as important as that may sound, it is even more crucial in its impact to the Black sales professional.

Think about this graphic statement – “People will question all the good things they hear about you but believe all the bad without a second thought!”

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This statement speaks to the nature of all relationships, and especially business relationships. In business relationships, you are obviously under scrutiny.  You may eventually need references, certifications, and even credentials to get the customer’s confidence.  The prospective customers will go as far as to check references, interview you, and re-interview you regarding your ability to be a good vendor or sales professional.

If you have made the sale, you probably have done it by ‘jumping some hurdles’, and ‘passing the muster’ and all of this is to your credit.  After all of that ‘investigation’, your relationship is still fragile because of the premise above.

Credibility Is Indispensible

I talk extensively about the ultimate benefits of building credibility in BSJ 4/16/12 – Credibility – Can’t Buy It; You’ve Got to Earn It! But… it is fragile, and even more fragile when you are not the same color as the decision maker.

Note these tips to building credibility from that important post:

Sources of Credibility:

Appearance - Appearance is important.  Dress as a professional.  No one takes a clown seriously, and if you don’t dress properly, they won’t give more than a laugh either.  Always be presentable.  Remember, you represent your organization and yourself…there is no casual day.  Don your uniform, it will keep you in character, and set you apart from those that don’t know the drill.

Be Client Focused - Use every interaction, meetings and, to reinforce that you are client focused.  Know your clients needs and anticipate the ones they will need in the future, and exhibit it.  If you take care of your clients, they will take care of your company, and you!

Be Responsive – Do what you say you are going to do, by when you say you are going to do it.  Answer the phone, return phone calls, and be on time for appointments.

Communicate Often and Early – Don’t assume anything and deliver bad news as soon as possible.

Be Discreet – Never share customer information with other customers…never.  Once you do, in an effort to drop names or seem important, your customer will assume that you will share information about their operation with others as well.  Your quest will be over before it starts if you do that.

Exhibit integrity - Always tell the truth.  If you don’t know the answers, then admit it.  Always be the corporate citizen that you would like to work with.  No jokes about race, disability, ethnicity or otherwise.

Be an Expert - Always know your own product or service.  Know your customer’s industry

Be a Master of the Sales Process – Know how to probe, support, summarize, and close, and when to do it.  Moving the process along, without heavy pressure helps to create urgency without seeming like a “snake-oil salesman.”

Always Have References – It gives credibility when you can show who believes in you.  It shows preparedness to have references including phone, address, and titles ready to hand to a customer.  Make sure you have references

Have Proof Sources – It is wise to always have proof sources for the claims of your company’s product.  A buyer/customer will be impressed when you can provide names of customers, especially customers within your prospect’s industry.  Make sure you have permission from those who you will use.

Some Things You Can’t Change

The vexing problem of the statement above is that you cannot change human nature.  That human nature leads people to be doubters and even quickly turn to nonbelievers.  With this in mind, develop strong relationships as best you can.  Avoid any behavior that could rob you of your valuable credibility.  That means avoiding jokes, discussions about religion, references to politics, and obviously race.  Check out this post for some guidance as well:  Black Sales Journal 1/3/11 – The Three Unmentionables for the Black Sales Professional!

This job is hard enough without self-inflicted wounds.  Stick to the business of selling and making money.

Always remember, be the professional!

One of our subscribers to Black Sales Journal, a high-performing sales executive wrote a personal note to me suggesting that I cover this topic; I think you will appreciate it.

We discussed in two posts in January the act of developing deep, meaningful, and enduring customer relationships.  That was posted in Black Sales Journal – 1/13, Deepening Your Customer Relationships and 1/20, Deepening Your Customer Relationships Part 2.  Your accounts are constantly going to be a target for other sales professionals who believe that they can steal your prized customer relationships.

Know the Opportunities

There are moves you can make in recognition of your customer relationships.  One method is to acknowledge notable milestones in the business relationship with a personal note or card.  Below are a few examples of situations where this would be useful.

• A successful sale
• An unsuccessful sale
• Anniversary of the initial sale (continuous)
• The additional sale of new products with the account
• The successful satisfaction of a problem
• The termination of a business relationship
• The changing of your buyer
• Your involvement with a new account (reassigned to you)

I want to make sure you recognize the impact of this small gesture.  All of the above milestones happen in the course of the business relationship.  Business relationships have a continuity that, at some point, begins to be routine.  As a Black sales professional you need to stand out from the routine business relationships, and demonstrate the personal touch.  This will help accomplish that, and they will remember it.

A Personal Example

I once had a client who was a large water treatment provider for medical institutions, educational institutions and large manufacturers.  When I attempted to secure the business on my first go round, I was unsuccessful, even though I thought we would pull it off. References with my current customers had been checked, payment arrangements discussed and next steps made clear.

After being informed that were not successful I sent a card expressing my appreciation for the opportunity as well as my new found position as the “expert” on their operations and how that will benefit our relationship in the future.  The card was warmly worded, personal, and although there may have been a hint of disappointment, a positive message.

The following year, I was surprised to find that my buyer their was now the General Manager, and I was soliciting a new buyer.  When I contacted the customer my call was immediately returned.  The new buyer indicated that she had my appreciation card, and my business card in hand and I was going to be one of two vendors allowed to participate in the quote process.  She advised that the GM had indicated that it was his expectation that I be allowed this opportunity.

I got the order for the whole account that year, even without the low price.  Now, my appreciation card probably was not the whole reason, yet it was a good part of it.

There were a large number of sales professionals vying for their business, but in light of not being successful in securing the business on the first go round, my appreciation card help me to remain memorable.  The card left a positive lasting impression after they had to break the news to me that the business was staying with the current provider.

A Couple of Tips

I suggest you make this a personal card, and draft a short note in it.  You should add your business card if you feel it is necessary.  I always felt the more personal the better.  I did not send cards with my company’s business logo and name on it for this purpose, this was about me.

I found the best and most striking cards from Crane & Co.  The cards I use are the Engraved Gold Initial Ecru Boxed Cards in a set of 20  ($19.00 for 20 cards and envelopes).  They are hand engraved and made of cotton paper.  They stand out!  I get them from Barnes & Noble although you can get them a few other places, possibly  your local stationary store.  You can get a glimpse of them as well as purchase by clicking the Barnes and Noble ad on the left side of this page.  In the search box type “Crane & Company” to get there quickly.  There are less expensive alternatives from other companies on the site as well.

As a Black Sales professional you strive to create a positive lasting impression.  Remember, you have more near hits than hits in this business.  When you are unsuccessful at a proposal, leave the buyer recognizing that you are a solid professional and worthy of their recognition.  They will return your calls when you reach out the next time.  Believe it!

We are anxious to hear your comments.