Selling to the Sales Force

Yesterday's post referenced the benefit of "hope" and how important an element hope can become in difficult economic times.

Taking the thought a step further, as part of a well-executed motivational plan it is equally important for business owners and managers to remind the sales staff of the positive aspects of their professional lives. Thus today's post: Selling to the Sales Force!

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One way to help your sales force maximize opportunities, especially during economic downturns, is to "sell" them on the idea that the job can be done!

Some might think that the idea of “selling” to the sales force is like preaching to the choir. But people need encouragement. In addition, adults learn through spaced repetition with immediate feedback.

So if we, as managers or business owners, don’t continually reaffirm the true message with our sales people, how can we be sure that they are expressing it properly? How can we be sure they haven’t forgotten?

Or that they haven’t succumbed to the fears and doubts that are forced upon them each day in a seemingly hostile, uncaring marketplace?

If we don’t continually reaffirm the basics of the discipline, how can we be sure they are properly applying their skills?

Successful “selling” is most often a function of consistent and persistent communication. Or, as eighteenth-century author and statesman Samuel Johnson phrased it, "People more frequently require to be reminded rather than informed."

Consider the process through which our customers and prospects learn about us – our sales force stays in regular contact, assesses current situations, and then reiterates the features, advantages and benefits that are associated with thesolutions we offer. If it is determined that one of our valued customers is considering a competitor’s proposal, then our sales team works hard to remind them of the benefits associated with our organization - the intangibles as well as our products and services.

And so too is that the case with our sales people. We must stay in regular contact (sales meetings, field-support, and strategy sessions), assess current situations (attitude, sales funnel or pipeline, activity levels, strategies, etc.) and advise/coach them on how they might best proceed.

And when they tell us about the challenges of the marketplace, they need to be reminded of the true value that exists within our organization; the value of products and services and the real differentiators our organization brings to the table.

Once-a-year performance reviews or occasional pep-talks won’t suffice, nor will a sporadic hit-or-miss approach to training and strategic planning.

Sell to your sales force on a regular basis and they will sell more in return.

The Benefit of Hope

Can you find a way to sell the benefit of hope?

The practice might very well provide you with a significant advantage, especially in today's tough economy.

You may be familiar with the axiom, "Features tell, but benefits sell." If so, then you know it simply means that, when involved in selling, we should avoid the trap of talking about or promoting "features" in favor of identifying and promoting the benefits that are relevant to our audience.

So, you may be wondering, how does the benefit of "hope" fit into the picture? Like many things in life, this concept is simple but not easy.

The key is to learn enough about our audience − their challenges and goals − so that we can identify what might provide them with hope. This is not easy work. It requires effective probing and (of all things!) listening skills, and it requires the use of both common sense and imagination. But we must determine how our product or service can help them improve their overall position going forward. We must figure out how to help them become hopeful going forward into what, by all expectations, will be a difficult economic year. And then we must share the hope and good news interms of benefits.

For example, if you sell consulting services, how will your customers benefit from those services? Are they hoping to reduce head count, hiring or training costs? Are they looking for ways to save time? Can your consulting services help? If so, howcan this best be quantified and presented?

If you sell technology or office equipment, how might your customers benefit? Are they working to enhance productivity or lower operating costs? If so, how can your solutions help them achieve these goals or objectives in 2009?

In other words, instead of worrying about reduced budgets, lower spending limits or total cutbacks, the mission is to work harder at identifying and presenting the most relevant solutions − solutions that will give your customers hope in their ability to achieve their objectives or deal with their challenges.

Closer to Home
Selling takes place at many levels. While many of us sell products and services to our customers, business owners or managers must also "sell" concepts, policies and procedures to staff members every day. Regardless of the venue, the most successful sellers are those who are able to identify and promote the "right" benefits.

So when interacting with employees − often referred to as "internal" customers − our mission this year is to promote the benefit of hope.

Hope for a secure future; hope and belief in their ability to achieve success despite the gloom-and-doom presented each day in the news.

If the economy is, at least to some degree, a function of consumer confidence and attitude, then let's become the catalysts for a more hopeful perspective.