Unfortunately it is often perceived as buyer manipulation. Hence the reason many sales professionals can sometimes feel hesitant to talk about their roles in anticipation that they will be perceived negatively. However, quite the opposite is true. Selling represents the foundation and life blood of every private business and the discipline requires a complex set of consulting skills, including the classic skills of asking questions and listening to address the buyer’s needs and expectations. Sales is a fundamental part of any client facing role, whether we are aware or not and therefore we should all take pride in using the “S Word”.
Businesses with the aim of growing and increasing revenue are the engine that drives the global economy. All departments in private organisations whether you’re in HR, IT or Operations are there to support the sales and revenue generating activity. This directly impacts the quality of life in general and supports ongoing innovation in all directions; which would not be possible without the sales functions and the ability of businesses to find, win and keep customers. The difference between selling to consumers and businesses is gradually eliminating, as it purely comes down to selling between humans.
It’s not companies or brands who sell – it’s the people behind them. Customers expect consistent value and beneficial relationships from suppliers based on trust and interdependence, which goes way beyond transactional sales. In fact, the initial approach and first purchase are only the first steps in building customer relationships. It’s customer loyalty that truly drives sales. Selling is no longer a matter of communicating the features and benefits of products and services – to stand out its necessary to communicate the unique value proposition linked directly to the buyer’s perspective.
In a highly competitive market where there are a number of organisations that offer identical products and services, at times it can be the buying experience that differentiates businesses. Buyers form their opinions on the initial experience which then impacts their choices. The sales executive’s challenge is to influence the decision making and make steps to eliminate the competition.
Knowingly or unknowingly we are all sales people. Every interaction creates a perception of the individual and the brand they represent which directly or indirectly impacts buying behaviours. People buy from people and they prefer to buy from people they like. Therefore the importance of personal approach that treats all clients as individuals is the one that creates long term value on both sides. It’s not companies or brands who sell – it’s the people behind them.
To be able to guide prospects and customers through the buying journey, sales executives are required to master their interpersonal skills, product knowledge, questioning and listening skills – all of this whilst managing their stakeholders expectations and handling their objections. Yet, sales executives are not formally educated and need to adapt to the changing requirements of the role on individual basis.
The complexity and the requirements of sales roles are extensive and varied, but it takes specific skillset and attitude to succeed. Everyone utilising these skills on a daily basis should speak proudly of what they do.