By Drew J. Stevens
Feb. 17, 2011
Undoubtedly the end of the recession and a new year create times of change. Many fear change because of the fear of the unknown and an alteration from their comfort zone. Change needs to be embraced.
Selling will be one of those areas of change and deservedly so. Selling has been slow to alter for several reasons:
1. Personnel – the good times prior to the recession focused less on people and more on process.
2. Leadership – there are so many theories on selling many do not know whom to follow or trust.
3. Training – many believe that training is the best method to alter selling patterns but have found little return on investment.
4. Customers – many selling professionals and managers believe that customers buying patterns have not changed.
With over 28 years in my field I find there are tremendous alterations in buying patterns, customer behaviors and selling processes. When I began selling we attempted sales with visual words or on site demonstrations. Today some customer conversations are conducted over the Internet and demonstrations are arranged with apps and cloud computing.
Customers do not want or need to be sold. In fact they know more about your business, your industry and your company then ever before. If they want it they will connect with you. Customers are smarter and more connected than ever. That said, the key differentiator is the service, support and systems you provided to engage clients. Here are some things to consider:
1. Cold Calling – Dump it. It is very discouraging to see how many people believe this rote methodology still works. In the age of caller ID, the number of gatekeepers and simply busyness, people are too busy. Cold calling is a disruption. It wastes time. Name one millionaire representative that did so cold calling?
2. Customer Response – I wish I had a dollar for every selling professional that kept promises to contact me on specific dates and times. I have a return call policy of 90 minutes, yet I am amazed when it takes days or weeks for sales representatives to return my call. Return calls when promised.