Professional selling is far from the negative stereotypes that often are associated with being a salesperson. In fact, professional selling is simply a skill that requires the ability to understand the customer needs, build trust, and communicate effectively.
How complex that conversation depends on the complexity of what you are selling. If you are selling software services like I did, those conversations eventually get complex, but I had someone to handle those tough questions. I would often come to a meeting with a sales engineer and introduce him or her as someone who is there to make me look good in case the prospect asked a tough question.
You know what’s more important than learning about the inner workings of a product or service? Learning how that product or service can help customers!
In the 1940s there was a book on selling that quoted a newspaper salesman who said, Last year over one million quarter-inch drills were sold—not because people wanted quarter-inch drills….but because they wanted quarter-inch holes. When you buy an automobile you buy transportation. When you buy a mattress you are buying a great night’s sleep.
One of the biggest differences between the way many people perceive how salespeople and how professional sales really works, is the reality you aren’t going to spend any time trying to convince someone they need your product or service (Wait…what?!?).
That’s right, professional salespeople don’t sell anything…they simply help others make a buying decision. In my 20+ years in technology sales, I earned several million dollars in commission. NOT ONCE did I ever convince someone that they needed my service. Instead I found people who were already in the market and helped them see why I was the best choice to guide them.
In today’s world, people do their own research before talking to a salesperson. The Internet has made it easy to check out any product or service. For individuals there are Amazon reviews…even if you are going to buy that product someplace else. Most people, whether they are buying for themselves or for their company, will do some research before they engage with someone in the buying process.
In the book, I mentioned spending 20 minutes reviewing pooper scooper reviews on Amazon. I am not proud of that but it was an important purchase…I had four dogs at the time and a small yard.
For those products that do require additional research—usually those with a mid to long-term buying cycle—a salesperson is actually a welcome resource. A salesperson can give advice on how to implement a product or service, often sharing examples of similar customers who went through the same process. Which leads me to an important point…your job as a salesperson isn’t to talk about features and benefits…but to give the buyer peace of mind. What does that mean?
It means that people don’t like making purchasing mistakes. If you buy the wrong pooper scooper you can return it or simply eat the cost and buy a different one. If you make a wrong purchase in your job, say the wrong software, it might end up costing you your job! You can do all the research in the world, which in reality is just ammunition to justify your purchase, but if it all goes to hell it won’t matter.
If you can talk to a knowledgeable salesperson who can give you peace of mind, you are more than likely going with that company over one that just offers great ads.
Knowing what to do is valuable. Do you know what’s worth even more? Knowing what not to do! People hesitate to make a purchasing decision because they don’t want to make a mistake. Engaging with a salesperson/advisor who can help prospects navigate potential landmines gives that all important peace of mind. Peace of mind is what keeps price out of the discussion and makes saying yes easier.
There’s a simple way to help a potential customer have peace of mind when purchasing your product or service…know what it is? It’s sharing how another customer had the same needs or problems as the prospect and found happiness with you and your company.
It involves the very basics of selling. “What can you do for me and who else says so?” In my previous job, I worked with software companies. It would carry a lot of weight when I could say Microsoft, IBM, Veritas, etc., were already customers. While I would obviously never share confidential information, I would share how current clients took their data (virtual labs) and onboarded them to my platform. My prospective clients loved that I had solid customers who gave us great reviews. They appreciated it when I could explain how our product solved problems.
That’s what I am talking about when I say it’s more important to learn what your product or service does, rather than learning the specs or features. That’s why I tell people to look at company websites and YouTube channels for case studies when you are researching companies to apply to, as well as when they get hired. Learning what your product or service does is how you become a salesperson. Learning the end result of what it does is the key to being a GREAT salesperson.
Happy Selling!