Selling a salesman, who will buy?

 A sales job is not for everyone. Yes, we all sell, we sell our ideas, broccoli over French fries to our kids and even ourselves in dating and interviews.

Smaller value sales are the culprit that tarnished the profession of sales because anyone with no experience, education, or sales background could take a shot at it, especially if they are extroverts.

Buyers in such scenarios oblige and regret, or reason with their dissonance. ‘It is just a 60$ item, I deserve it’. They can also convince themselves they have done a favor to that poor sales lady who sounded very desperate.

Sometimes it is convenient to buy from a salesperson since he is at your service stating each and every specification like a courtier, serving you with information and advice promptly so you don’t have to waste your time searching and for what? For a 20$ dollars difference in price somewhere else? You might justify with yourself.

 

Yet, indeed, the reasons why people choose to fall for low-value sales closing techniques are countless. Whether it is ‘let your kids have the puppy over the weekend for free and return it if you do not like it’. Or ‘Would you like the blue or the red one, pay by cash or card’ or even making you imagine that you already have it. Even talking in future tense that you already own it. Show that new car to your friends and many other tactics. Not to forget, the last one, only today, everyone buys this one. The buyer goes home and starts to research to find that the deal he/she got is not so great.

He is then met with multiple ways of dealing with his regret, and dissonance. Sometimes we love flattery, we enjoy being treated nicely by some customer service. I was once in Canada buying jeans two ladies ran around the store looking for what I liked. I only wanted to buy one pair, but ended up buying five. Now imagine you enter a men’s clothes store at some mall, you were just curious and wanted to see the new fashion with no intention of buying anything.

Some sales lady greets you and starts chitchat, compliments something about you, and she is good at it that she finds something genuinely unique. You are slowly and unintentionally now starting to nibble on the bait. She starts with questions about your dressing taste, and what you like. Then insists to show you some suits, and you oblige because she said something nice about you. Then while showing you the suit she asks you ‘Sir; do you work out?’ You begin to wonder ‘Now this is flattery face to face’ You ask why, she said because your shoulders are broad, I thought the other selection for such built. Now you are flying. You oblige, thinking, let me check, I will not buy. Sir, please try this, no need to buy just try it, then you oblige nothing is wrong with trying, let me see what I look like. You go into the dressing room. Now you have taken the bait and it holds firmly in place.

As you step forward, she offers another compliment, and she decides to display selective honesty to be sincere. She says that the blue option is appealing but points out that the maroon Armani suit accentuates your stature better. It is also a special edition, the last piece, selling at the perfect price whatever way to push that sale. No price has been mentioned yet, you prepare yourself for that and start to build in your mind ways to dodge your way out of this sale. Simultaneously, you start to talk to yourself while watching yourself look like a million bucks in the mirror. I deserve to look good, my colleagues at work always one-up me with their neat suits. Enough with my casual clothes, maybe if I look neat, I might even get more business and promotions. She might suggest taking your wife’s opinion, even offer to help with taking a picture of you to send it. You end up buying one maybe two suits on your credit card, some might even feel ashamed leaving the store without even buying even a tie but not disappointing Misses’ cheerful saleswoman.

 In the described scenario, a whirlwind of emotions, compliments, and subtle persuasive tactics intermingle. You are left with the freedom to make your choice, whether discreetly or immediately, driven by the sense of obligation, the array of closing techniques, and the low level of involvement. However, the dynamics shift drastically when it comes to B2B high-value sales, and even in the realm of B2C, the stakes are higher. Such sales demand increased responsibility, heightened credibility, preserving reputation, and navigating a more extended decision-making process.

Closing techniques don’t come early in B2B high-value sales, and as salespeople, we do not either want to reinvent the wheel. There are enough studies on the high-involvement sales process, where it is not dependent on extrovert Ness, talking too much, or pitching like the Ostrich feather duster salesman in the 1900s.

In fact, introverts who listen more can sell better to technicians and engineers than the overhyped Grant Cordon type of pitch.

Neil Rackham, a sales researcher who studied thousands of sales calls and operations at IBM discovered that pushy Wolf of Wall Street type of salespeople have the least success in higher value sales.

This is where sales as a profession clearly demonstrate that it is not a piece of cake nor a simple task or a straightforward endeavor. Far from being a walk in the park, sales demand a combination of rigorous and systematic strategies, finely tuned people skills, and the implementation of well-defined methodologies at each stage. It's a profession that necessitates a harmonious blend of these factors, something that not everyone possesses the ability to accomplish.

A widespread misconception about sales is that people often dump all types of sales into one bucket.  While sales, in reality, is like any other specialized profession, whether engineering carpentry, or art. Not anyone can come and become an artist or a carpenter, the same for B2B high-value sales. 

Therefore, it's no surprise that contemporary terminology has emerged to differentiate the various roles within the sales domain. Titles like client advisor, consultant, sales technician, sales engineer, client manager, and more have gained traction. These designations reflect a conscious effort by companies to align with the prevailing trends rather than buck the current. Drawing a parallel, airlines stand out as adept wielders of language, using words to their advantage. They've honed the art of conveying incidents like misplaced baggage, slight turbulence, or loss of cabin pressure in a way that mitigates alarm and preserves a sense of calm.

Still, there are individuals who derive joy from helping others, skillfully selling solutions and products, and influencing perspectives. The challenge lies in identifying and recruiting these exceptional salespeople. Some may be entangled in boring jobs, others may be oblivious to their inherent talent, and some can be cultivated through training. Catering to these diverse segments requires a tailor-made value proposition for each.

 For those eager to embark on an entry-level journey, an unpaid apprenticeship resonates, aligning with their passion for the craft like new graduates. On the other hand, experienced individuals equipped with knowledge and expertise seek higher remuneration and advancement opportunities. Similarly, there are those content with a compensation structure based on minimum wage and commission, content in their role's dynamics. In essence, recognizing the distinct aspirations of these individuals and aligning their engagement with the appropriate incentives is key to securing their talents.

Undoubtedly, the critical aspect of talent acquisition revolves around recognizing the diversity inherent in potential candidates, rather than attempting to classify them into a uniform mold. The optimal strategy involves segmenting these individuals and tailoring positions and training programs that align with their unique strengths and needs.

 A young aspirant might require foundational sales training and supportive guidance, whereas others might be adept in sales and only need industry-specific knowledge that requires refinement in their sales approach. The process extends beyond assessments, encompassing the crucial facet of in-person interactions. Particularly, distinguished figures such as Richard Branson and Steve Jobs would have been misjudged if evaluated solely through online assessments, given their distinctive inclinations.

Moreover, it's important to acknowledge that prowess in sales doesn't hinge only on extroversion or enthusiasm. Some individuals might not dominate in group interviews but exhibit exceptional sales aptitude when given the chance. The key lies in recognizing the complex nature of sales talent and ensuring that recruitment and assessment methods are all-encompassing.

Finally, nothing beats a face-to-face open chat method, not scripted questions that usually have an interviewee who has scripted and prepared answers.