Black Sales Journal

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.

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.