Before starting any sales job, it's good to redefine what we're talking about. We permanently say and it is true that the world, the countries, the markets are in permanent movement, that is to say, changing. As a way to keep our profession up to date, we want today in the XXI century to define WHAT IS TO SELL ?.
Some definitions.
- It is the exchange between a seller and a buyer of a product or service, at a certain price.
- It is to persuade, convince, influence, direct the action of a client, towards the acquisition of a product or service.
- Any activity by which one person persuades another to execute an action for mutual benefit.
- Process by which the seller helps the buyer to make decisions that provide the latter with the best solutions to their problems.
- It is a two-way personal communication process to understand the buyer's potential needs and satisfy them with the seller's product or service.
- Persuade a potential client of the advantages that acquiring a certain product or service has for him.
Each and every one of these definitions are correct, but we can see how the way of defining the same task changes. More and more the sale is brought to the advisory area which is also correct. In other words, the seller advises a client on the Characteristics and Advantages of a certain product or service, transforming it into a Benefit and helps him make a decision first of interest and then purchase of this product or service.
In other words, the sale is the result of the advice I gave my client.
But just as important as being clear about what Selling means, it is also important to know:
Which is not to sell.
MANIPULATE = intervene with skillful and sometimes devious means, in politics, markets, information, etc., with distortion of truth or justice and at the service of private interests.
Let's not forget that when a sale or business is made, both parties must win. Otherwise one party misled the other without question.
We continue with the subject of changes and as we said previously we also have and perceive changes in the environment, such as:
CHANGE IN CUSTOMERS, different types, different sizes, different needs.
CONCENTRATION OF PURCHASING POWER, more purchasing power in fewer customers, in general. the purchasing power has passed from the manufacturer to the distributor or the buyer.
BUYERS TRAINING, greater professional preparation, and greater technology in their power to analyze improvements in purchasing conditions.
VIRTUAL SALES OFFICES, the seller's office is your car, or the hotel and even your home, thanks to the technology available.
THE MOST PREPARED SELLER, best trained in sales, in marketing, in the use of technologies, in the knowledge of your service or product.
CHANGES IN ORGANIZATIONS, changes in pyramid charts to flatter charts, both in the sales and purchasing areas.
IMPACT OF TECHNOLOGY ON PURCHASES, greater knowledge and control of stocks, rotations, returns per mt.2, real-time information, etc.
OTHER SALES CHANNELS, call center, web, development of new programs and work models, which facilitate and change the work of the seller and the buyer. (CRM, ECR, EDI, etc)
This has led to the characteristics of the seller from 10 years ago being practically obsolete in the current market and we are only talking about 10 years ago. Ex:
Old system
- Very talkative, fast speaking, not listening, not accepting no for an answer, press, overwhelm, manipulate, sympathetic (without grace), his goal is to get the order, the idea of door to door, pen and agenda, sometimes briefcase, without training.
As a consequence of the previous changes, our profession also adapted:
Modern system
- Person-to-person communication relationship (Relational Sale). I win your win. Her job is to satisfy needs. Long-term relationship. Coordinate company resources to serve the client: finance, production, logistics, etc. Organize your time effectively. Plan your work. It transfers the voice of the client within the company.
The sales function
BEFORE
- He used HANDLING as a sales tool. I win, you? Get clients. Achieve volume goals: sell, sell, sell. With the minimum commercial cost. The greatest possible benefit. Following the rigid policies established in the company.
NOW
- Use the influence and attunement with the client. I win - You win. Create and maintain clients. Manage your clients. (income - expenses-benefits) Attentive to new opportunities. It provides market information, negotiates, reports. Recommends actions to avoid incidents. Provide solutions from the customer's point of view (empathy)
These roles are currently considered the most important in a modern sales function.
The eight roles of the modern seller
1. STUDENT
Examine and study the client, learn the most about him.
2. DOCTOR
Diagnoses the dissatisfactions of his client, discovers his needs.
3. ARCHITECT
Design a unique solution and create a project.
4. COACH
The goal is to beat your opponents who are also bidding on the same client. Analyze strengths and weaknesses.
5. PSYCHOLOGIST
Brings out the client's fears and helps to solve them.
6. NEGOTIATOR
It is intended to reach a mutual commitment not only to something that benefits only one party.
7. MASTER
After the customer has purchased, the seller must ensure that the customer knows how to use the product, that it is generating the desired value.
8. FARMER We
must continue to cultivate customer satisfaction for the account to grow.
As we see each time our sales task requires greater knowledge and dedication from those who carry it out, so let's stop talking about the seller as the one who does a task that nobody likes, or that anyone can do. Selling is today A PROFESSION more than ever, but it is up to us, who live it with great intensity on a daily basis, to give it and demand the place it deserves.
Therefore, next, we will see a number of myths that incredibly in the XXI century, we continue to hear from many modern entrepreneurs?
Myths and lies about sales. (and they are still heard by businessmen)
If someone has a good presence, is nice and has good communication skills and is also not good for anything else, then become a seller.
NNNNNNNNNNOOOOOOO !!!!!!!!!!!!!!!!!!!!!!!!!!!
Some of the above can help to be a seller, but to be a Good Seller you need: training, sales training, practice and experience. This profession is measured at the end of each day.
How well sales people live…. Always traveling, in restaurants, hotels and also in good cars, with expenses paid, etc.
NNNNNNNOOOOOOOOO !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
IF SALES ARE LIVING SO WELL…..Because if you give most people a choice between a sales position and an office position, they almost always choose the office position?
They are two totally different worlds and experiences.
We also prefer to be with our families, in our house, in their surroundings or with our friends…
SELLING TO THIS CUSTOMER IS EASY
NNNNNNNNNOOOOOOOO !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! There is no client neither easy nor safe !!!
Their needs, problems and aspirations change permanently and if we are not attentive "WE WILL LOSE IT"
Absolute confidence in success will lead us in sales to "FAILURE"
Do not let the client speak direct you. The sales interview
NNNNNNNNNNOOOOOOOOOOOOOOO !!!!!!!!!!!!!!!!! Sales interview is conducted by those who ask and listen, not those who don't stop talking.
The client must speak, otherwise we will not obtain the necessary information to argue.
What would we think of someone who wouldn't let us talk?
MORE VISITS = MORE SALES
NOT NECESSARILY.
It is not so important the number of visits, as they are made to the correct potential client, that they are well prepared (information) and consequently that they make more requests.
Running a lot to you don't know where it will take us, certainly nowhere
I don't want anyone in the office, the seller has to be on the street.
OOOOOOOOOOOOOJJJJJJJJJJJJJOOOOOOOOOOOOO
Watch out!! All the time on the street but doing what?
Our work must necessarily be PLANNED and this requires stopping to think.
Selling is knowing how to do a series of tricks with customers, which always work…
DOES ANYONE BELIEVE THIS IN FULL XXI CENTURY?
We think that buyers are ignorant people that we can manipulate at will?
It is not the tricks that work, what works are the techniques of negotiation, sales and professional work.
Clients need my company, my products and my brands…..
NNNNNNNNNNNNNNOOOOOOOOOOOOOOOOOOOOOOO
No, most of our clients can live without us. The global supercompetition of the market makes our customers' alternatives countless.
All we need is a good sales team, with strength, energy, that is not discouraged.
It is great to have a motivated team, etc.
But we also need to have a product suitable to the client's needs, at a correct price and with good communication.
The commercials do not fix those problems, we are not the solution and panacea for everything. If the variables of the marketing mix are not aligned with the market, then we cannot ask commercials for miracles.
Let's keep an eye on this point !!!!!
Working in sales is the most beautiful thing that can happen to those of us who love this profession, but it is up to us, on a day-to-day basis, in every contact with a client and in every training we carry out for our commercials, to dignify it and put it in the highest on the pedestal.
I count on you.
Bibliography used: + SALES by Luís María García Bobadilla.
