David Ogilvy, a visionary leader of modern advertising said it best: “We sell or else”. You and I must be better sellers today then we were yesterday. And then, we must continue to be better every day that follows.
It does not matter how long you have been selling, it matters more what you have done to remain current and relevant as a sales professional, or as a “sales leader”, a term I prefer to use.
If you are directly or even indirectly involved in the marketing, promotion, selling and delivery of your products or services, you have a responsibility to continuously improve. Resting on your laurels and recounting what you once did, and how great you were, provides a false sense of security or perceived competence nowhere else but in your own mind.
What your clients and customers say about you matters more than what you think about yourself.
- Challenges the status quo internally and externally
- Proactively innovates and transforms
- Seen as a disrupter and improver of service and customer relationships
- Embraces technology as a powerful resource to connect, serve and advance relationships with clients (whether he/she is personally comfortable with it or not)
- Understands, articulates and sells the Value of their products or services to clients
- Motivated by growth and challenge – status quo not an option!
- Lives in the past and retells how great he/she once was. “You should have seen the time I talked this customer into buying my widgets”
- Continues to learn new “closing and objection handling techniques” (because the old ones don’t work)
- Thinks there is nothing wrong with a win/lose outcome if it’s in his/her favor
- Can recite all their product’s Features and Benefits but struggles to turn them into customer value statements
- Focuses more on meeting and matching the competition rather than finding ways to differentiate and lead
- Motivated by the fear of avoiding a potential loss rather than adding value and improving the situation
In our hyper competitive and connected world, everyone from consumers (you) through to professional buyers, are faced with more options and pressure to make the best possible decisions when purchasing products, services and solutions. Because of that, your prime responsibility is to assist customers and clients to make an informed buying decision that will benefit them personally, professionally and for their organization. Simply put, that is your job.