Black Sales Journal

I think you know that I think you should “always be prepared”!  The ability to cogently tell someone who you are, who you represent, and what you and your organization does best could make the difference between being successful or being another peddler.  Read about it!

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Whether your encounter is face-to-face or you are on the phone “dialing for dollars” you know that you only have a moment to get across a cogent well-timed message to supplement your original sales intro that spurs the buyer to consider you, and your company.

Your ability to include the right elements, coupled with the strength of your delivery may get you that appointment that you desire.  Remember, when cold calling, or phone prospecting the “end game” is to get in front of the customer, and this is the tool that you will use to show your understanding of the following elements:

• Your understanding of the customer’s needs – Why would they consider and buy?
• The important features of your product – What makes it desirable?
• The key considerations of your company – Why is ABC company a leader or an upstart?

Yes, this can be done in one brief passage, and you had better be good at it as attention spans and time constraints require it to be short and on point.  I business this is called an elevator pitch as the time that it takes to go from the 1st to the 7th floor might be all you have get the point across, and ask for the appointment.

The good part is that you can and should practice it over and over until you feel that it is natural and ready for delivery.

Key Points

The above bullets indicate the elements that you are going to convey.  Your objective is to leave someone with a short, almost precise, indication of who you are, what your organization is known for, and why he or she should interact with you.

Here is an example:

Set Up - You are selling widgets in a large metropolitan area.  Your company is one of the largest widget manufacturers and distributors in the northeast.  It is a proven performer, a Fortune 1,000 company with a “state of the art” research and development facility and clever innovation.  Your ability to fill large orders quickly is a big plus.

You are at the airport, preparing to board a flight from Hartford, Connecticut to Dallas, Texas and your winning personality comes through when you have a discussion with a businessman who needs…you guessed it, widgets!

Businessman – Exclaims with exasperation “Our supplier for widgets has basically advised they cannot keep up with our growth and demand.  They are top-flight widgets, yet as a result of our tolerances we are going to have to consider having two suppliers.”

Sales Professional – Sees the opportunity and says, “I certainly understand that situation.  I am in the widget business, and we have been successful in sourcing high quality widgets to our customers with the highest tolerances and in high volumes, with short lead times.  Your widgets are probably the most important component of your product.”

As the sales professional hands the businessman a card he says, “I work for ABC Widgets out of Hartford.  You might be aware that we are the largest, most technologically advanced widget manufacturer in the country according to Manufacturer’s Digest.  Our ability to meet tight tolerances, large orders, and ‘just-in-time’ requests ranks with the best of any widget manufacturers.  Also, since we manufacture and wholesale for other widget producers, we know that we can supply all of your needs. We will do everything possible to keep you from having multiple suppliers.  Give me your card and I will touch base with you Thursday?”

Businessman – “What a coincidence! Here is my card.  Make it Friday when I return and I will look forward to it.”

In this vignette the sale professional seized on the opportunity by describing who ABC Widgets is, and then using a known proof source to get credibility (Manufactures Digest).  He then states that what they are known for, tight tolerances, large orders, and responsiveness.  He was in the right place at the right time, yet while boarding, he had a few seconds, and a ready and effective pitch.

What does it mean for you?

If you are a Black sales professional your pitch should be well rehearsed, delivered with aplomb, and focused on the strength of your company or organization. Whether prospecting or networking, this is that “can-do” statement that you have to master!

When you get deeper into the solicitation process and are delivering solutions, you can begin to stress the assets that you bring.  If all goes well, you will get that chance.

By the way, you may need more than one elevator pitch for different types of industries or products.  Yes, this example may seem oversimplified, yet it you will see the worth of having this prepared discussion many times over in your sales career.

Practice it and make it work for you.

Your comments are welcome. You can reach me at Michael.Parker@BlackSalesJournal.com.

There is a point in the career progression of many sales professionals when they come to a decision point on whether to stay or leave their current position.  This situation gives reasons to ponder some of your alliances and loyalties.  If you are wise your first loyalty is to yourself and your family, and that makes it even more important to make the right choices.

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There are a few questions that you should ask yourself:

• Do I believe in the Company and the management?
• Do I believe in the products I am selling?
• Am I tired of the politics in the organization?
• Do I need more money and a better compensation system?

The above questions offer some food for thought. Here are some responses that will give pause.

I don’t believe in the Company and the Management!

This one is as strong as it gets.  If you don’t believe in the organization and have no confidence in the management, it is probably time to leave.  Alignment between management, the organization, and those who sell its products is a wonderful thing when you can have it in total.  Alignment often is slow to take root when there is new management, yet can be powerful once it happens.  Alignment can even work when it is partial.

If you are selling a product for an organization that you do not believe in, it is the start of trouble.  If you are selling for an organization that you do not believe in, and also selling a product that you don’t believe in, I suggest you find the door.

If you can fake passion for your organization and your product for a long period of time, you might feign effectiveness, but you are still a candidate for a job change.

I don’t believe in the Product!

This one can be vexing, as products and services are changed and upgraded constantly.  Be careful in considering changing jobs for this reason, but if you do not believe in the product, it will show.  Defending and promoting a product that is, in your mind, so flawed or ill-priced that you don’t feel that you can properly promote it is a tough situation.

Is your company out of step?   Is your company poor at R&D?  The good part is that usually you have a suite of products, and some are more solid than others.

Do a good evaluation on this issue.  Remember products change, and improvements happen.  Do not use it as an excuse if it is just a reason for concern.  Keep in mind that things are seldom clear-cut as they appear.  For instance, the products that are priced the most attractive and competitively often have lower commission rates.  You then have a more attractive product price, but get paid less.  This is a game of give and take.

No matter what, if the product is lacking, and no one in sales or in marketing cares, then it might be time to leave.

I am sick of the Politics and the Process in My Organization!

There are politics in any organizations as a whole, and there is definitely a home for politics in an organization’s sales department or function.  There is no science in the distribution of prospects, territories, or many of the other spoils of sales.  Much happens that could be considered unfair, depending on your point of view. We face the fact that in the sales function, concerns for one’s own well being makes many things appear unfair.

These inequities should be addressed, if they are real.  I cite some ways to deal with this in Black Sales Journal 3/3 – Do You Feel “Screwed”?.  You should professionally state your concerns and give some opportunity for things to change.

Remember, this is most often less than systemic; it is usually an individual manager’s actions in most cases. When it is systemic, it is hard to prove, yet no less worthy of being spotlighted.  Be prudent, and never petty, as it will diminish your point.  Keep in mind that pushing for transparency in the sales function is probably a battle that will not be totally successful.

I Need More Money!

Perhaps you do, but be honest with yourself about whether that is true, and why you are not making it at your current employer.  Brutal honesty is necessary to keep from “kicking the can down the road”, meaning moving from one sales job to another without changing any particular part of yourself or finding the type of job that fits you could make the next job more ‘permanent’.

The average sales volumes, average commissions, average bonus, and average income for your position, would make for questions that you might want to investigate.  There is one more question that tells a story.  What is the average tenure or longevity of a sales professional in your organization?

So the question is “how long do sales professionals stay, and how much do they make!!!”  Is the problem something structural like the remuneration system?

This one is important as it can be rather revealing for you.  If others are making more because they are selling more than you, then there may be some self-indictment.

Be Brutally Honest with Yourself!

Do a good evaluation of the questions above.  Know how these questions and subsequent answers relate to you.  You cannot be successful in the long haul without making adjustment after adjustment.

If you don’t like prospecting, work to solve your problems.  If you are not organized, get there by coursework and attention to the problem.  Work on your sales skills and your regimen and always seek to improve yourself.

Don’t “kick the can down the road” by changing employers frequently for all of the wrong reasons, engage in constant improvement and adjust and adapt as is necessary.

If the time comes that you must leave for any of the reasons cited above, you should professionally consider moving on.  Always be the professional.

We are anxious to hear your comments. You can reach me at Michael.Parker@blacksalesjournal.com.