'Sales' Driving a Vehicle for success

By Wayne Roberts:

Sales and the profession of Sales Management/Leadership are an industry of specialty skills, a profession at the same level as a medical practitioner (or specialist) with a high degree of emotional intelligence and transferable knowledge.There is a common and academically "unsupported" view,  that the Sales Leadership and Management or the Sales professional is confined to being effective in the industry that those leadership or sales skills were developed in, and that they cannot be transferred across industry types! This suggests that there is a different sales process for every and all industry types?? however the sales process in its purist form does not change regardless of the complexity, diversity, industry of product or service.

Why driving as an analogy? Just like a professional formula one driver, he is an expert in the art of driving (selling). He is engaged primarily to get the most out of the vehicle (opportunity, product, service or solution), to drive it to its maximum potential (penetration) by applying proven techniques (behaviour conducive to performance), understanding when to change gears (Listening for buying signals) and when to brake (Trial closes) maximize the lap time.

The driver as a purist is not a mechanic, he has some understanding of the overall concept of course, however more importantly, can understand what the vehicle is able to deliver or capable of, and what the particular vehicle is superior in (strengths of his vehicle and advantages) and how to overcome (or overturn) potential weaknesses such as missing a gear, and getting back on track (back to the process of selling and not be thrown by the missing of a beat or missed buying signal).

When an appointment indicates the primary as sales, such as Sales Manager, Sales Engineer, Sales Specialist IT, Sales Director of Finance or Construction, National Sales or Sale Director (Industry second) it by default suggests the client requires a master in the ability to sell, or move services or product/and or motivate already successful or growing sales agents or persons to the next level.....However, in most instances the client is requesting a technical aptitude first with some ability to sell? (Or Ideally best of both worlds) Its very rare to find a GP who is also qualified as a Dentist?? and orthopedic surgeon,  however, that is what most clients want ...Including myself when I am engaging managers, However, I am a realist, what is the function of the role?

I can determine, whether I will need to simply teach benefits? or whether teaching sales skills is needed. More often than not, if a candidate can demonstrate sales acumen , then I can teach the product or solution - But I cannot fast track executive and professional sales training.. I can't, fast track re pour and relationship building skills, or when to trial close or ask tie down down questions or close in a complex sales cycle....Unfortunately, sales is very much like becoming a doctor, it is lengthy and not something everyone can master, in fact, you can become a doctor but few become specialists without ongoing training and development.

Imaging the growth and revenues that companies would enjoy, if they engaged, professional sales (Doctors) to facilitate (Medication or process)...Sales professionals do not try and impress a technical prospect, they tie them down on agreed concepts and principles to a desired outcome, from the financial perspective and outcome perspective.

Would you believe that a Doctor , Dentist , Engineer, Architect or Nurse would outperform a sales professional in moving service or equipment in the medical industry for an example..?

Once mastered, the skills are transferable across multiple industries although it is common view among non sales professionals that they are bound to only the industry the skills were honed or gained within. Principle's of selling are totally transferable and not Industry bound.

This excerpt covers a range of common practice in the sales profession and stops well short of professing to be an absolute in the methodology or strategies, however it is an accumulation of 20 years hands on experience and successful implementation of structures such as described here and in the tools bar.

The same principles can be described and demonstrated in a number of ways, including interaction, analogies or stories. It may take 2 or 3 different methods of description, due to the preferred learning styles of  different audiences to then allow the transference of the principles or methodology. Many sales coaches, trainers and speakers discuss the the same structures or practices,  however with different tonality, demonstrative capabilities and analogies which relate differently to different people and ultimately assist in eventually getting the messages across to the broader range of listeners. 

The vehicle's performance is also limited by the drivers ability to drive, not his knowledge of how economical the car is or the technology being used, knowing what every component of the car does, will not make the driver a better driver!

Is the F1 driver able to transfer his skills to a Nascar, go cart, or Motor GP, for example? Or is he only going to be able to apply those skills to the F1, which does have unique features, attributes and qualities, however the principle of driving remains the same.

Or Is he likely to be able to transfer those skills more effectively then say the mechanic,  by applying the ‘principles’ of driving the F1 vehicle across to the Nascar for example?

Does knowing how the car works, down to every component and individual function result in the best driver? Or in the realms of the sales environment, is that person the most qualified to be 'selling a vehicle'? Does knowing more than anyone about the products intricate workings increase the potential of a sale?

There are competing views to the above questions in business today – Firstly the view by many businesses that you must have a granular understanding of the product and or solutions workings to be able to sell them. That unless you have the specific industry or product knowledge, that sound proven sales practices will not produce the desired market penetration! And that repour building skills, ability to recognising buying signals, trial closing, mirror and matching and closing techniques are only a secondary value of importance even though the priority is selling. This would indicate that sales is simply a tool or simple process that technicians can be given, and by the strength of the product knowledge, the customer will step forward and buy?

Second view is that of the sales purist, the purist will argue that, people buy from people they like, or they are like. Would you buy a car from a sales person who rubs you the wrong way from the start, even if they know everything about the car? Or would you prefer to buy from another dealer, or even not continue to consider that model or make anymore? Or would you buy from someone who shows respect and listen’s, while showing enthusiasm for the product and can demonstrate very clearly the benefits, features, advantages and options tailored to suit your family conditions and needs, focusing more on the value proposition. Mechanics don’t necessarily make the best car sales people!  

Another view is that the depth of  product and solution knowledge can be distracted with Biases! Especially if talking to a person who is equally qualified technically, overselling subconsciously happens because inadvertently you are led to believe if you talk about all the intricacies and technical’s,  that the prospect will be impressed by your knowledge and buy. The prospect could also take the view point though that you think you know more than they do within an industry that they are also equally qualified in.

When talking about sales in this context, my viewpoint or perspective is very clear, effective sales professionals in roles such as BDMs, Sales Executives or Sales Managers/Directors, apply the proven sales methods or methodology to multiple business streams, products, units or solutions, which follow the same processes. From the lead in, to repour building and creating the need. While exploring the customer needs and closing on the benefits and advantages to the customer, then building on that existing customer base by on selling, up selling and referrals. These are some basic, nevertheless effective processes for sales implementation

I have highlighted 2 of some commonly overlooked aspects left out of the sales process, and some other views are presented in the side bar. There are varying views on the number of components of a sale and versions will continue to be developed and honed, just like  new vision and mission statements being revised and re-born to meet corporate responsibility, renewed ethical approaches or market pressures.

· Identify the opportunity – Don’t limit the prospect base by pre-judging. cherry picking the perfect prospect erodes the potential revenue growth by minimizing the number of prospects you have to work with, and also limits the potential you view in existing customer bases.

· Creating the need– a directory only becomes of value when the person knows what product, service or business type they are looking for. Sales professionals simply get them considering the category and close on the brand or inspire the prospect to consider your product or solution number one. If a need is not created, then there is no reason to look at the directory or buy.

Wayne Roberts is available for short and long term engagements in Sales Management/Mentoring and Business Development roles at a senior level.  Email: wayne.roberts@speedwayasset.com.au