It’s time to become a self contained business generation machine.
Last month we had Independence Day. I sometimes wonder if people know what that means. “Independence Day” means that we declared that we were a country no longer tied to Great Britain; for all purposes self sufficient and not beholden to anyone. It’s a day to remember and to acknowledge – especially during a time when too many people are DEpendent. No, this isn’t about politics – it’s about a Salesperson’s Declaration of Independence.
You see, my belief has always been that salespeople should be what I call “self contained business generation machines.” The best salespeople – the top 20% that I keep referring to – get it. They are able to generate new business and new growth consistently, reliably, and predictably, year in and year out. What separates them from the rest, at least in terms of independence? Read on.
The best salespeople understand their role. The role of the salesperson is to be like the role of the US Marines – the tip of the spear. Without us, nothing good happens. Most salespeople know this – or at least they are willing to SAY they know it – but do they live it? Judging by the salespeople I talk to, most don’t. Here are some of the things that I hear…and what they mean:
“What do they do for leads?” Means that “I don’t prospect and all I do is receive.” This is the kiss of death for any company that needs to grow through prospecting. This one is usually followed by:
“Sure, I’m willing to prospect if you need me to.” “Willing to” are two of the scariest words a salesperson can say. “Willing to” means, “I truly hate it, I won’t do much of it, I won’t do it with any enthusiasm, and I’ll probably be looking for another job where they won’t ask me to do this while I’m collecting a paycheck from you.”
“What do you have for presentation materials?” This can mean any number of things, but what it usually means is, “I feel that my presentation skills are weak, and therefore I want to know that I have plenty of paper to compensate.”
“What kind of support will I get?” This one is tricky. Sometimes this is a very legitimate question, and I’ve asked it myself. Good salespeople want to know that the companies they work for, and the people they work with, are good at what they do. Will the services and products be fulfilled well? If there’s an issue, and the salesperson is in the right, will the sales manager support you? These are good and correct issues. On the other hand, sometimes it can mean that the salesperson expects everyone else to do 90% of the work, and he collects the commissions. This is of course less desirable.
Awhile back, I had a client who discussed a potential new hire with me. This guy had, they said, been very successful in their industry, and he was a great presenter. He did mention during the interview that, at his last company, they had employed a telemarketer to set all his new appointments, and gosh it would be nice if my client did the same. I said, “Whoa, hold the phone!” What he was telling my client was that, if he had to prospect, they were sunk. So to get the maximum effect out of one expensive employee, they needed to hire another expensive employee. After about a 10 minute discussion, my client chose (wisely) not to make the hire.
The sales profession is changing rapidly, and if you’re not one of those self contained business generation machines, you’re going to be left behind – and maybe left out. Information technology is replacing many things, and information technology can replace mediocre salespeople. By “mediocre,” I mean salespeople who don’t prospect, who don’t ask questions, and who don’t add value for their customers or their employees.
The good news is that, for those self contained business generation machines, there will always be opportunity. If you’re wondering if you’re one of those people, ask yourself these questions:
Do I consistently and reliably prospect, and turn those prospects into customers?
Do I ask my customers questions that get beyond the surface and uncover real, and deeply set, needs?
Do I present my products and services in such a way that prospects immediately see and understand the benefits, and that differentiates from my competition?
Do I hold price and profit?
Do I consistently create value for my customers, whether they buy or not?
Do I need my boss’s help to close the tough deals?
You’ll note that the above questions don’t start with “can.” Anyone “can.” They start with “do.” Few “do.” If you’re willing to learn the skills, if you’re willing to do the work, and if you execute consistently and reliably, you’re adapting well to the changing world of selling. If not….well, it’s time to think about a change, either in career or habit.
