Lance was talking to a friend recently who mentioned they’d commissioned sales training for their organisation. They went on to say that they’d been sold a dream (by the training organisation) but had been delivered a nightmare. If only the provider had guaranteed their work!
The person who sold the dream got a sale, but at what cost? Based on this experience, there are now plenty of people willing to talk about the nightmare and the company that delivered it (A dissatisfied customer will tell between 9-15 people about their experience – White House Office of Consumer Affairs.).
History is littered with failed organisations who wanted to increase their sales at all costs, or who tried to buy sales (Woolworths, Safeway, Comet, etc.). Getting sales in the right way is crucial to the sustainability of an organisation.
There are a huge number of sales training providers available to help though. A search on Google will present you with a staggering 868 million sites to choose from. A mind-blowing number of options awaits. Investigate further and you’ll notice many of the training available guarantees results. Unfortunately, the guarantee doesn’t mean you get your money back if the results don’t materialise.
It’s amazing how many sales training programmes focus on a two/three/four (or more) step process which (apparently) will ensure your people become successful sales people. By definition then, this could mean a monotone robot could become an incredibly successful salesperson/thing as long as it followed the required steps of the programme. This is assuming that selling to people is a scientific process – follow the same steps in the same way to always get the same results. The assumption is utter nonsense though.
During my retail and consultancy career, it soon became clear that dealing with people is an art not a science. We’re all different and what ‘floats the boat’ of one person could be a total ‘turn off’ for the next person. So, on the subject of art do you prefer a Banksy to a Botticelli, or a Vettriano to a Van Gogh? Like I say, we’re all different, but the one thing we have in common is as individuals we know what we like.
You may have heard the saying, “people buy people first, the product second”. Let’s consider this and take a minute to think about the type of salesperson you would like to deal with. Ask yourself these questions: What would they do? What would they say? How would they make you feel?
Probably everyone reading this will have a different image of that ideal salesperson. In fact, even your image may be different tomorrow!
Great salespeople always listen, they build relationships and treat the other person as an individual. They put this into the mix, along with their own personality, to create a canvas (sales service) that is perfect for that customer. What’s more, they are great artists because they change the canvas to suit the customer they’re dealing with – every time.
Remember sales is an art, not a science. Guaranteed.