Sales 101

July 21, 2017

I am going to try to publish something every day, and while some of the thoughts may be mundane and unrelated to sales, my intent is to provide some insight, best practices and general thoughts of wisdom.

To begin, I do not believe everyone is cut out for this profession.  And while successful sales people often get criticized for the perks and benefits we receive (award clubs, gifts, commissions, travel and entertainment budgets, etc.), make no mistake about it, there are few professions that come with more pressure, demands on time, and often irrational managers and customers.  Sales is one of the tougher jobs someone can have, and while we reap the rewards, no one sympathizes with all the bullshit we have to deal with.

As recently as 10 years ago, sales people were responsible for “proposing and selling goods and services”.  The advent and adoption of internet buying has eliminated the need for that human touch, and consumers are increasingly comfortable buying products on-line.

However, the more complex the need, the more these “buyers” need professional sales people to help them navigate their choices, implement and execute on projects, and ultimately ensure there is a high level of customer satisfaction.  Our jobs, as sales professionals, are to connect the right “solution” to the right client, cut thru the minutia, make improvements over the status quo, alleviate concerns, challenges and drama, and make life easier for our clients.

The first step in effective solution selling begins by understanding the customer and their:

• Needs
• Challenges
• Concerns
• Environment
• Priorities
• Budget
• Hierarchy
• Decision making process
• Incumbent solution providers (your competition)
• Compelling event (Series C investment, acquisitions, headcount reduction, etc)

Successful salesmanship begins when the customer says, “no”!  If we work off the premise that our “solution or product” is a good fit for the client and it will address any or most of the criteria listed above, then our job is to convince the client why they should spend money with us.  Making this compelling argument or business case is an art form, should never be underestimated nor taken for granted, and is the root of what we do for a living.