The yin and yang of sales

The yin and yang of sales

Some people may be able to ‘sell ice to Eskimos’ and others may be ‘born salespeople’, but I tend to disagree with the notion that great sales people are only born and cannot be made.

I believe that anybody who is passionate and believes in their product will inspire others to buy.

Furthermore, a natural ability to build relationships, through an empathic ability to identify people’s needs and wants (even when they cannot voice them!) will also close many a deal.

So all of these traits will bode well for a sales person’s potential to generate revenue.

However, I have also worked with many competent sales people who achieve solid results largely through hard work and discipline. These people may not necessarily be ‘naturals’ when it comes to relationship building and management, but their persistent dedication often gets them across the line.

I always hesitate to generalise, however perhaps we can conclude that there are at least two distinct ‘types’ of high achieving sales people. Leaving each ‘type’ with a variety of skills that can still be developed. Indeed, to be a truly great sales person, I believe people need to use tools from a variety of sources, with a range of leaders and mentors.

Sometimes this means training yourself (or being trained!) to go against a natural inclination. Good sales people who are strong on relationships can be coached in disciplined processes. And good sales people who rely on top notch systems can have their people skills developed, by good managers and training.

Having a mix of these natural skills sets in your sales team can only help. Companies that develop a range of attributes in their team may just elevate their sales from good to great.

What do you think makes for a great sales person?

Say ‘Konichiwa’ to sales… Japanese style

Sales skills, Japanese style

Despite its somewhat insular culture and on-and-off recession (mostly on) since the late 80s, Japan has a great deal to teach us when it comes to sales skills and techniques. It’s not the first thing that pops to mind about Japan, is it? Technology, yes. Quirky fashion, yes. Food, yes (yes, yes!). But a superior Japanese sales method? Really?

Yet the academy Business Sales training includes a discussion on the Japanese sales culture. Not the US sales culture. Not the UK sales culture. Not the Aussie sales culture. Although arguably the ‘Western’ sales culture permeates everything we discuss.

So why Japanese? Unlike some of the technology they offer the world, the Japanese sales culture is simple. It is simply that it’s all about the relationship. And both sales and service are extremely personal.  While the rest of the world perhaps relies too heavily on email and other timesaving communications, Japanese business people are still more likely to build and maintain a relationship face-to-face.  And this from one of the most digitally connected societies on the globe.

Customer relationship management

All this talk of relationship building sounds like it may cost in terms of time though.  I guess it needs a medium- to long-term view. If the person with the relationship gets the sale (sure in some cases, eventually!), then you end up ahead. Initial losses in time may mean eventual gains in productivity ratios or ROI.

Certainly it’s worth reminding ourselves of this next time we go to send an email.  You may not be able to meet everyone for coffee, but picking up the phone could be just the compromise you need.

Getting to ‘Like’

A new look at sales skills

On a bookshelf over-stuffed with business and MBA-related reading, it seems I have missed a gem. Robert Cialdini, a respected author and academic, talked about his book ‘Influence – Put the Power of Persuasion to Work for Your Business’ last week at the ‘BOOKED for Lunch’ webinar hosted by the Australian Businesswomen’s Network. While I didn’t hear it myself (not the target market I guess!), I’ve had a fascinating conversation about it with an attendee since.

Robert’s lifetime of research has centred on the science of influence – persuasion, compliance and negotiation. While I don’t claim to be an expert in these fields, I know a little about these too.  Our expert trainers run certifications in sales and marketing at academy, my current degree covers this material and, frankly, like most businesses, we practice it too.

It’s nice to hear something new.  Or, at least, a new way of looking at something old.  When discussing the way Facebook has changed people as ‘fans’ into people electing to ‘Like’ you (or your brand), Robert’s insightful comment was along these lines…

It’s well known that the first rule of sales is to get them to like you. This is why the Facebook button is so interesting. People are actually saying they like you.  Job done.  Or not… actually Robert contends that this is actually the second rule of sales.

The first rule is that people are more likely to buy from you if they know you like them. Isn’t that fascinating? So perhaps before spending time and energy selling yourself, you need to find what you like about the person and make sure they know it.

This doesn’t have to be as mercenary as it may sound. Indeed, I think it’s an excellent rule for life, not just selling whatever your business sells.  Start with the other person. Make sure they feel liked. It’s basically active listening, isn’t it?

The academy sales and marketing course lingers over the sales quadrant, or grid. This is a way of looking at the selling opportunity from four perspectives… the buyer’s problem, what the buyer thinks the solution is, your view of the problem and your view of the solution.  Of course the one you cannot lose sight of is the buyer’s view of the solution… and I’m betting if you understand that, you probably already have ‘like’ in your favour.

As for me? I ‘like’ Robert’s ideas enough to buy – and read – the book.  Influence at work indeed.