So, What Is Selling?
Here is a definition of Sales from my previous organization that I truly believe in:
“Selling is the process of creating and exchanging value once meaningful relationships have been established.”
Secret Ingredient
This definition clearly says that the very first step in the Sales Process is to establish a relationship. Now we all know that a “relationship” cannot be created by just following some process of thorough technology, right! It needs what I call “Human Skills.”
The Challenge
As a sales practitioner and enthusiast, over the last 40 years of selling and leading sales & marketing teams, one of the most difficult problems I have always faced is finding the salesperson with the right attitude and right thinking. Someone who uses their human instincts – rather than doing their job by rote.
Why is it so difficult? I believe the first challenge is – does the sales professional really want to be in Sales? If one wants to be in Sales (and to me there is no better or more rewarding career), he will have the instinct! Does that mean we can never train someone to like sales? To be successful? Sure we can!
Today 55% of sales professionals do not meet their target. It does not mean they are bad – but they lack the right training. Most sales training programs focus on the process or the methodology of selling but miss out on the human side of sales. I believe that in Sales, this is the most important part. The ability to understand, perceive, empathise and truly deliver value! The true Sales Leader must have these qualities and more to win – because with the world today, the sales process is only going to get tougher!
Modern Sales Environment
In today’s environment the process of selling is more complex, requires more time, preparation and stronger relationship development skills than in the past. These changes simply reflect the increased complexity of the customer’s buying process.
Today’s purchase decisions require organizations to: engage more stakeholders, broadly address the collective needs and concerns of these stakeholders, evaluate alternatives more carefully and make a stronger business case for investments than in the past.
In order to effectively manage and improve these complex, parallel processes it is important to develop a common understanding of what is critical to both buyers and sellers at key points of the journey. It is important that relationships are built and value is created and exchanged over a series of actions, events, engagements, and commitments – and to do all of this we do need a Sales Leader!
Traditional sales organizations focusing on engaging customers in order to persuade them to purchase goods and services with little concern to the many challenges the customers have in making a high value purchase decision are not going to succeed!
Critical Human Traits
And here are some of the “Human Traits” that I would like to see in a Sales Leader:
– Ability to communicate not only though verbal and written communication but very importantly through body language!
– High on Emotional Awareness.
– Depth of Perception.
– Own and be accountable.
And I would like to end this blog post with a quote that says it all!!
“It’s really a human relationship, isn’t it? It’s not really customers and company. It’s not even customers and employees. It’s just people and people. People arrive with needs and people go out and serve them to fulfill those needs.”
– Kenneth H. Blanchard and Sheldon Bowles, Raving Fans
EmergWay Academy has a unique Sales Leadership Training Program that focuses on building the “human skills” which will allow a sales professional to become a sales leader. You can visit www.emergway.com to learn more or contact me at Senthil.Kumar@emergway.com