I hate the term “salesperson.” Sounds empty to me. If we think of ourselves as a person whose primary job function is selling, then we are nothing more than a “salesperson.”
Why Being A “Salesperson” Makes Us Less Effective
The human mind is full of uncharted waters (you need to visit some of my family members if you don’t believe this). However, there are a few things about how we think – and more importantly, how our customers think – that are predictable. The following are “salesperson” behaviors that cause us to stumble.
- People resist being pushed because they are hardwired that way. Crowding and bulldozing customers causes them to instinctively resist.
- Being overly forceful and “salesy” causes us to exude a vibe of desperation. This is not a good thing. Social psychologists have shown over decades of testing that people prefer to buy from successful people, not ones who seem needy.
- When all we focus on is selling, selling, selling – we put ourselves under stress which makes us less capable sales professionals. Stress is circular. It creates feelings that are completely counterproductive. Stress causes fear, tunnel vision, disorganization. I’m amazed at the number of sales managers who think beating on sales professionals will create sustainable increases in sales.
A Metaphor
Everyone is familiar with Chinese finger traps. The harder you pull, the more they grip down on your fingers.
The harder we try, the more determined these traps seem to become.
Customers feel the same way about us. The more we “sell” them, the more they resist.
Sales Blog Antidote
The following three simple ideas will make your job as a sales professional more enjoyable, your customers more responsive and you more successful. These may seem ill fitting at first, but a great pair of jeans takes a few outings before things look and feel right.
1. Stop being “salesy.” Customers hate this. They see it coming 10 miles away. I know many salespersons who think “salesy” must work because people buy from them. No. People buy from them in spite of the “salesy” approach. Your authenticity is what customers want.
2. Instead of always asking questions, start providing answers to your customers. Giving them something they need (e.g. useful and timely information) is the best antidote to looking like a generic salesperson.
3. Provide your customers with service. I’m not talking about the services your company normally provides. I’m talking about helping your customers in ways that aren’t normally associated with salespersons. Give them referrals. Help them find suppliers for products you don’t sell. Find a new way your company can save them money (don’t worry; this will inspire them to find other things to buy from you that will eclipse any losses).
Sales Blog Wrap-Up
See yourself as more than a salesperson who is trying to maximize how much he or she can get from a customer. Turn down the sales volume and increase the “How can I help you?” volume.
©2010 Scott R. Sheaffer