Black Sales Journal

Think about it…your utility as a sales professional is partially based on the benefits you bring to the customer.  You cannot escape the fact that there may be equal, or even superior products out there. There may be better services, and for sure better prices.  Remember that you have to bring something that others don’t deliver.  Piece of mind is just that important!

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A very successful sales professional once said to me, “The most important thing I can do is to have some true relationship time with my most important customers.  My objective is to determine what problem or future concern is keeping them awake at night.” She then stated, “If I can figure that out, I can give them something that they have not been able to get from anyone else, peace of mind and rest.”

Hmmmm, there is some truth to that isn’t there?  The problems that clients have are not limited to making money and having a sound balance sheet today, this concern goes into the future.  Our customers have a multitude of things on their mind, and most of them have nothing to do with the products that we sell.

Our job is to probe discretely and listen actively to determine if there is anything in the dialog that gives us an understanding of the customers biggest, most pressing concerns.  Help the customer solve pressing issues using your product, and when your product is not enough, use your knowledge and resourcefulness.

If you are able to solve them, you have cemented a stronger relationship that is security in itself.

A Real Life Example

This individual sold financial products.  This included business life insurance products and pensions and retirement instruments.  Here is how the story played out:

My friend, who I will call Deb, worked with a fairly large organization that was a leader in selling financial products to businesses.  Her relationship with the customer was 3 years in tenure, and solid in terms of openness and sharing of information.  She was in his office for a review of her products financial results and overheard a conversation regarding the turnover that her customer was having regarding their employees for the last 2 years.  It was getting worse, and once they finished training a new employee, it was often less than 18 months before someone snatched that employee from them.

While at a business lunch the following week, she shared that she overheard a conversation about this issue.  His response was that employee retention was a huge issue, and that the cost of hiring and rehiring, training, and downtime were taking a huge financial toll on his organization.  Bam! Do you doubt that this problem was keeping this individual and potentially others in his organization up at night?

They discussed some of the reasons that this might be happening, and the customer volunteered that much of this was the result of his location being far from the main town, as well as the fact that his major competitors were offering ‘sign on’ bonuses for skilled employees.  He advised that he was not in a position to offer anything like these bonuses, as it was fundamentally wrong, and way to expensive.  Deb stayed on this one and with help from one of her contacts at the organization determined that the hiring and training cost for a new employee averaged 32% of first year wage.   She scheduled an appointment and advised that they could save money by doing the following:

Initiate a profit sharing plan (Deb’s company’s main product) that the company’s employees could begin contributing to after the 1-year mark.  She urged them to make a matching employer contribution that would get interest from the employees and keep good participation in the plan.  Additionally she suggested that they should talk to their accountant about the possibility of reimburse their employees for their some of their travel costs as it was a factor in the turnover.  The costs would be minimal if the turnover abated according to Deb and the organizations financial people.

Deb’s point was that although they did not want to offer incentives, that they were paying for it anyway in training costs.  They were training for their competition.

They bought the concept of the employer matching profit sharing plan and they also started a plan that compensated employees for some of their travel costs.  This one sounds pretty simple, yet the important part is that this is what was vexing the customer.  It sold and made them happy even though Deb’s only portion was the profit sharing (401k).  The whole package was the attraction, and the employees embraced it.

What Did Deb Do?

It was pretty simple in the end.  She found something that was problematic, and she helped to fashioned a solution.  That is what a true sales professional does…. solve problems! She didn’t have to do anything earth shattering or magical.  It took time and patience to put together, yet this paid dividends.  She got them to realize that it would be good money to spend.

Her solutions beyond those products that her company could offer, they were designed to move the customer past the problem with simple solutions.  Deb made a good amount of money using tactics like this.

What Should You Do?

Be vigilant as to what problems your customers have.  Listen with the intent of knowing what you might be able to help solve with your product, but also what might help your customer even if you (or your company) are not going to benefit.

If you do the following you can help your customers profit, and you will as well:

• Listen attentively (Black Sales Journal 8/14 – Are You Listening to Your Customers?)
• Find solutions …Then deliver solutions (Black Sales Journal 6/20 – Deliver Solutions…Then Sell)
• Seek feedback (Black Sales Journal 8/28  – Should You Ask Your Customer For Feedback?)

Be a visionary and see past what your product does.  Solve problems and secure trust and your customer’s dependence on you.

You cannot do much of this without a good relationship (Deb had one before she knew about the problems).  Make sure that it is solid and realize that if you are not solving the customer’s problems, someone will. If you are spending time with the customer outside the office, you will find it a great tactic to use to get to the heart of many of the problems that the customer might even take for granted if he or she is sitting in the office when you talk.  A relaxing medium such as a restaurant or bar can help.

Be a problem solver and reap the benefits.  Please contact me with any questions

Master the Relationship!

This is the most important relationship that you are going to have in your career!  Don’t flinch because of the title, managing this relationship is the key to your success.  Invest the time to make it work for you while making sure that you take the time to “guide” it correctly!

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I am a believer in this topic.  Managing your manager is the way to success.  I was a sales rep, and a sales manager, and know thtat

There should be no negative implications for a topic like this.  We attempt to manage time, territories, expenses, production, and performance outcomes as a natural course in our jobs.  I would hope that understanding how to “manage” your sales manager would be just as important.

“Managing” your sales manager involves important issues such as training, performance evaluations, potential merit increases, territory allocations, participation in sales calls, and the allocation of valuable resources such as prospect distribution, house accounts, and major accounts.

This is not anything nefarious, yet is respectfully making sure that you get the attention you need, and in some cases the space you need to do your job to the fullest.  It also would be designed to give you resources you need in a competitive atmosphere to be the premier sales professional in your unit.

As a Black sales professional, you are quite visible.  You need to be calculated in your performance, and how you frame that performance.  Your manager should be active with you as well as an observer in your performance and work activities.

Relationships Count

The most important relationship you have at your job is the one you have with your manager.  Your ability to ask questions, seek assistance, and suggest improvements should be natural.  Likewise, your ability to get feedback, accept criticism, and be generally evaluated should be a given.

This relationship is a give and take.  He or she is still the boss, and you have expectations of each other.  You need to work at this relationship if you are not the premier performer.  The premier performer has his/her results to support the relationship.  Until you get to that status, you need the manager a little more.

‘Fair Game’ Tactics

Here are some ways to effectively manage your sales manager:

Communicate Upward – Keep your sales manager knowledgeable of your activities, and the status of major clients and prospects.  Your managers should always be kept abreast.  Sales managers communicate upward to their managers regarding major prospects and clients, sales projections, and goal attainment.  The last things they want are surprises.  By communicating these things frequently, it will keep them from making projections and claims that cannot be met.

Request Assistance and Sales Manager Presence – Request your sales manager’s help for profile and difficult prospect/clients.  Remember, you will be in the boat by yourself to get the attention or negative attention depending on the results.  Sharing the attention when you win is better than ending up with the sole negative attention “spotlight” if you blow it.  You can more easily manage your sales manager if you make him or her look good.  Have the sales manager attend calls that you need help on, but also calls that put you in a good light.   You can choose calls that display the strength of your relationships, showcase your strong technical abilities, and calls that reveal your technical sales ability.

Be The Expert on You – Your manager can have as many as 12 direct reports, and the responsibility for getting results from them, and a particular territory.  He cannot possibly know you, your accomplishments, and your strengths, the way you want.  It is easier for the focus to be on your weaknesses.  You must be the expert on you!  Know the following:

• Your goals vs. current production
• Your upcoming prospects and their status
• Know your ratios (prospected to quoted, quoted to sold, etc See Black Sales Journal 2/28/2011 – How Many Prospects Do I Really Need? for some specifics)
• Know as best you can your status versus the other sales professionals

Know Your Sales Manager – Knowing as much as you can know about your manager without being invasive is good business.  It will help you understand the motivations and better be able to answer questions and complete tasks.  Know where your manager went to school and the composition of his/her family.  Know his/her previous jobs, and what motivations are present.  A sales manager who was formerly a financial person may have a focus on the numbers and metrics, and you should know this.  The more you know, the better off you are.  Know the background and feel comfortable discussing it with him/her.  You will notice that the manager will be flattered.  Information from Linked-In, or your company’s website can help you here.  You may even use Google for this purpose.

Volunteer with a Purpose – Every manager needs some help, and you should be prepared to give some assistance and learn in the process when it benefits you.  I certainly am not suggesting that you be ‘oily’ and kiss “you know what”, yet when you can add something you should step-up.  Those that don’t step-up will probably get the items they would not have chosen.

Always be Prepared – Repeat after me “I will never go into a meeting with my sales manager and be unprepared!”  This is important.  When you go in to any meeting with this most important relationship you have at that company, you should go in with a solid agenda.  No rambling and no scrambling but a meeting with a purpose that you requested and are in control of. Have your questions written down, and stick to your appointment time.  Your manager will realize your efficiency and effectiveness.

Always Perform

Here is where you start to make the distinction between you and your counterparts.  To be most effective at this, you need to consistently produce sales results.  It is a given that you need to be in good standing, yet it always helps to be exceeding goals and be a sales leader.

If you do this, you will be “shining” the light on yourself.  This type of self-promotion is totally ‘legal’.  Make sure your managers sees what is necessary and knows your value.  This is something that you can do without seeming like a “weasel”.

‘Manage” this relationship wisely.  It can make a difference in your compensation and your future.

We appreciate your comments.