Black Sales Journal

There is nothing that is more gratifying than landing the big sale.  The ‘dance’ that happens between buyer and seller is seldom orchestrated to perfection, but is perfection is not necessary.  Impromptu changes in course and is the way this process works in reality.  You know the drill.  This post talks about the 6 points to keep in mind.

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Nothing in sales can be more exhilarating than landing the big account.   The definition of ‘big’ is left without specifics, as it is important to realize that a large sale in commercial real estate is much different than a large sale in office machines.  Both are big, in the context of the sale within their own genre.

Chasing and making the big sale is exhilarating and rewarding as I outline below, yet don’t forget your normal core business, as these sales can be elusive.  This activity requires patience, which is not as necessary in normal transactional sales.  It requires someone be more of a director than an actor.”

Maybe, a definition here would be a little more generic in the description.  A big sale is a sale which:

• Changes the game – a sale that changes your stature within the organization.  An attention getting act which gives recognition to the sales professional.
• Creates real income – A sale that provides substantial income for you and/or your organization.  Substantial income gains result from the sale.
• Changes expectations – An activity that changes your expectation (regarding your level of achievement) on your part and your organization’s part.

Landing a large account usually does not happen accidentally.  It is a planned activity which has probably brought you to the waterhole once before with no success.  It is the common result of opportunity meeting preparation.  It is a fleeting possibility for many sales professionals, as you need some luck, or heavenly intervention as well.

Some Important Points

There are some steps that you need to be prepared to take early on in your sales career that will help you when the time comes for you to perform on that stage.  These activities are great for the sale that is not career changing so it is worth it to start putting this “portfolio” together.

• Garner Credibility
• Show Credibility on yourself – Know how to make two sale at once
• Be the consummate professional
• Be a solid quarterback
• Know your boundaries
• Know how to accept assistance

Garner credibility for your company – you need to make sure that you have your proof sources in order.  You will need references on your company that show the organizations capabilities, dependability, and responsiveness.

Prepare to show credibility on yourself – I suggest you review the article Black Sales Journal 5/26/2011, The Black Sales Professional, Closing Two Sales at Once. The Black sales professional needs to be prepared to make both sales, and recognize that this is an activity which requires time to pull off.  Note the nuances posed in Black Sales Journal 3/31/2011, Credibility – The Goal of the Black Sales Professional.  Credibility plays a large role in your success.  If you are succeeding right now, it is because you have accomplished the credibility feat.

Be the consummate professional – No major account buyer worth his salt will do business with someone who does not look and act the part.  There are too many sales professionals out there looking for the sale.  In Black Sales Journal 3/7/2011, Be the Consummate Professional, we discussed how minding those particular P’s and Q’s leveled some playing fields, or at least got you in the game.

Be a solid quarterback – This one is a true requirement.  You need to be able to marshal your colleagues and others into a cohesive group.  See Black Sales Journal 4/18/2011, Mastering the Assisted Sales Call and you will see the role of the quarterback. Always remember, you will take the responsibility for an unsuccessful bid to get the account, so seize the moment early on to “get the ducks in a row.”

Know your boundaries and use your turf – Know your turf, and use all of it. Know what is the normal process, and then think outside the box.  Be creative and illustrative and give the buyer firm footing to make the case for your organization’s involvement.

Know how to accept assistance – Know when and how to ask for help from support staff and management.  You deserve help, and you will find that the cost of this help is often recognition and compliments.  The currency of ‘thank you’ is invaluable.

Above all be prepared to show value as well as the economic and operational advantages of being with your organization.  If you cannot figure out any, your chances are minimal in getting the organization to change.

A Practical Example

I once managed a sales professional who did an excellent proposal but our numbers were weak.  Having nothing else to compare to, the proposal showed the new pricing versus the last years incumbent’s numbers that were obtained at the time of the discussions about the dispositions of the quotes.

She illustrated with a graph, and some calculations to show how the difference in cost for our product versus the current product would increase their margin based on the number of units manufactured and sold.  In an industry where the operating margin was less than 4%, she calculated that changing to our product would save them .33% in their cost of goods sold.  This number would move their margin closer to 4.30% and clearly that would help them make their move to their strategic goal of 5% in a tight packaging industry.

Her figures were “rough”, yet illustrative enough that they bought the concept home.  They bought it, and never looked back.  Being illustrative is important.  Show that there is economic benefit, and that you and your organization is easy to do business with, and you can have a winner.

It might not be as clear for other customers, and other products, yet the concept is simple.  Put things in terms that show how you can save them money, or make them money.  They will see the light.

Your comments are welcome.

This post helps you confirm your position in the sales hierarchy.  You will continue to develop and grow, but at some point your skills, process, and attributes are in place.  Read all three in order and construct the sale persona that fits you best.  Always be the professional

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I hope you had an opportunity to read the Ultimate Sales Professional Part Part I and II as they covered much ground. Ultimate Sales Professional Part I – 7/16 systematically covered the traits that the ultimate sales professional utilizes to his or her advantage. Ultimate Sales Professional, Part II 7/19 covered the activities that this consummate sales professional employs every day.

In Part III we will draw it together as we talk about those finishing touches that make this individual coveted by customers and sales organizations alike. These items by themselves don’t close the deal, but when coupled with the traits and activities we’ve covered previously, they change the game.

The Difference Makers….

This professional is a difference maker.  These items below are a sampling of some of the most important activities and strengths that are undertaken:

Closing Two Sales at Once – The individuals strengths and character allows the concepts of closing two sales at one time.  One sale is based on the company you represent and its arsenal of products and services.  The next all important sale is that although you are different because of your pigmentation, you are the best sales professional to handle the needs of the customer’s organization now and in the future. Master this skill and you begin the process.  (Black Sales Journal 5/26/2011, The Black Sales Professional – Closing Two Sales at Once.)

Knowledge of the Sales Environment – This individual knows about the 3Ps Perceptions, Preference, and Prejudice, and knows how to handle them.  This is a stable business environment for Black sales professional. It is very slow to change.   For this seasoned professional, there are no excuses, and no time wasted trying to convince those who are stalwart against progress that they should listen.  Energy is spent in the right place, with the right customers, and money is made. With quotas and goals, time is of the essence.  (Black Sales Journal 5/19/2011, A Deep Dive on the Issue of Customer Perceptions, Preference, and Prejudice)

Mastery of Selling Styles – I am saying “styles” for a reason, as mastery of numerous styles is necessary serves to make this professional ‘ready for primetime’.  Knowing when to be a technical seller, relationship seller, consultative seller and other well know styles will make this individual versatile, and eventually successful.  Remember that all buying styles are not the same, and all selling styles follow that same simple fact.  (Black Sales Journal 5/12/2011, Selling Styles – Which One is Right for You?)

Believes He/She is the Difference – This professional recognizes that even if you are selling a commodity, the difference is “YOU!” A recognition of the ways that the professional can “Package” the product is important, and the sales professional who stands behind it can be the real difference.  Know your product, and ‘design’ your packaging.  The difference really is “YOU.”  (Black Sales Journal 2/24/2011 – Selling a Commodity? – the Difference is You!)

Knows Management Expectations – This individual knows his/her manager, and recognizes the true importance of that relationship. This professional knows that ‘managing’ the sales manager is a necessary reality and doing it is intelligent and necessary.  This is nothing devious or wrong by any means, and it is underpinned by strong and solid communications.  This is the most important relationship you will have at your job, and mastering this relationship changes your plight.  On top of all else, you always must perform. (Black Sales Journal 8/18, 6 Tips on ‘Managing’ Your Sales Manager)

Manages Relationships at Work – This individual does not get so close to anyone that it could hamper the possibility of promotion or additional responsibilities.  Relationships are managed, and reasonable, and the social activities are above  question by anyone.  This professional is about business and has knows the need to “mind his/her own business.”  It does ‘worlds’ for the professional persona.  (Black Sales Journal 5/23, Friends at Work)

Changes Racial Perceptions – This professional helps to change racial perceptions by being the consummate professional, showing superior performance in all aspects of manners, skills, and personal interactions.  Coupled with being more responsive than other professionals, you have an individual whose exemplary performance “opens doors” for other Black sales professionals, and Black professionals from all walks of life.  (Black Sales Journal 6/9, Changing Racial Perceptions)

No matter how hard any of us work, we can always be improving these skills and attributes.  Always remember that the strength of a true professional is that they engage in continuous improvement.

In Summary

I could have constructed more posts on this subject, yet I think that you get the hint.  The most accomplished sales professional of any color is working on these items.  Only a slight few would ever have all of them conquered.  What is more important is that if you realize the power in these items and the last few posts, you will know that moving toward it is a great step in itself.

I certainly did not have all of these as sales professional.  I had enough of them to be good at my profession, yet I was not the Ultimate Sales Professional. I qualified for sales conferences and received bonuses, as well as got recognition and a promotion.  Frankly it felt good.  I could not see the whole picture.  Some of that lack of vision was my business immaturity, and the other was seeing the whole picture from so many other positions and angles.

It was not until having the vantage point of being a field sales manager, regional sales manager and other roles all the way up to an executive vice president that I could see the most successful sales professionals and their undeniable strengths.  Couple that with the knowledge and scars which come the difficulties of selling as a Black sales professional leads me to the assertions in the last three posts in this journal.

You don’t need to wait to formulate that vision.  It is being shared with you.  Add to this your own special traits and it truly can be done, and “You” are the one that can do it.  I hope you will use these points to help get you there.

I appreciate your comments.