Death of A (Face to Face)
Salesman
- By Phil Zeni
With apologies to Arthur
Miller and Willy Loman, it is accepted wisdom
in many parts of the business world today that
face to face selling is over. Too expensive, too
much effort for too little pay back, technology
is more efficient and, oh, so much smarter. Really?
Maybe if Fast Freddie or Frieda spent three days
in Denver, then Dallas, then Daytona and came
back with only a tan to show for it, the boss
had reason to cast a jaundiced eye on the classic
taking-it-to-the-street approach. But then again,
you must ask did Fast Freddie or Frieda know the
necessary pre-call steps, know how to be in the
presence of prospects, and know how to do the
all important follow-up steps? Maybe not and,
if not, why not? Probably because they were never
trained. Like the bumper sticker says, “If
you think education is expensive, try ignorance.”
Most of today’s would-be sales professionals
have been caught in the middle between the low
tech old-timers and the high tech revolution that
has swept over us. The old timers just didn’t
know any better. They went out and made call after
call after call until they finally understood
how to work correctly to actually close sales
frequently. In the New Age we have let technology
first help us, then lead us, then direct us, then
control us and then manage the sales process.
A non-original reality check: technology can be
a great servant, but is always a poor master.
Got Digits?
Somewhere lost in time during the past few decades
are the skills handed down from one generation
to another of truly great salespersons. These
were men and women who understood and reveled
in the work ethic of the salesperson who considered
himself (or herself) a dedicated business servant
with customers who loved them. This probably doesn’t
sound too cool to many latter day sales professionals.
Today it’s webinars, video conferencing,
PowerPoint Presentations, email, SMS, e-commerce,
CD/DVDs and SEO. These are wonderful tools, but
should not have become crutches for those who
are unwilling to learn interpersonal skills and
a focused demeanor in dealing with the person
with the checkbook.
Recently, I asked one of my new client’s
salespersons why he had “M.B.A” after
his name on his business card. I knew that most
of his prospects had graduated from high school,
but only a few from a four year college. He replied,
“That way they will know right away that
they are dealing with someone who is educated
and who can help them.” He was serious.
Wrong, but serious. After 20 years of making calls
he may find someone who is a Ph.D. and is not
offended by his condescending attitude.
So shall we throw out the technology and get back
to only wearing out shoe leather and burning ever
expensive gasoline? No, of course not. However,
we do need to quit treating the use of technological
approaches as the only cost-effective ways of
convincing our prospects to buy our goods and
services. And, at a minimum, learn the basics
that are still essential.
To help get in the right frame of mind to review
these basics, consider yourself a professional
business servant and take the following to heart.
The Basics
1. Knowing when and where to set the
appointment;
2. Building the right presentation for the prospect;
3. Your appearance and your bad habits;
4. Presentation skills; and
5. The all important follow-up.
There are no points scored by getting some of
these basics right. Do them all right, come back
with the order and you’ve got the process
down. Skip some, ignore some, don’t get
the order and you’ve got it wrong. Sorry,
no overtime, no mulligans, you just lost. Will
there be another day? Maybe, but maybe not, with
that prospect.
In an increasingly complex technologically-focused
market, most sales people continued to have product
knowledge, product knowledge and more product
knowledge pumped into their heads. While that
knowledge is important, the New Age sales person
needs attitudinal support and presentation skills
as desperately as ever. Examples of each presented
themselves in the last few months.
Bad Attitude
A friend’s 26 year old daughter
working as a realtor made over $200,000 last year
on a straight commission basis and complained
constantly about how hard she is was working.
Recently she quit – too stressed out, she
said. Could management have prevented this loss
of such a high achiever? Probably, with a supportive
work environment and supervision, along with some
sessions designed to keep attitudes positive and
a focus on the long term.
Bad Presentation Skills
There are M.D.s in our family and this
next example came from one recently. A handsome,
young Big Pharma rep finally got an important
doctor out to dinner and promptly shot himself
in the foot. The rep began the dinner conversation
the moment they were seated by chastising the
doctor for using more of a competitor’s
products than his own. Does this sound a little
weak in the presentations skills department?
Consider that these are examples of people who
have chosen to make their way in the world representing
companies to other people, not machinery. And
while technically competent, they lack the understanding
of interpersonal skills and self-motivation required
for the long haul. Each of them is employed by
a huge multi-million dollar firm that has access
to tremendous resources to help their employees,
but they are still missing the mark.
If the professional sales person is taken out
of the equation or is not trained to deal with
their attitudes and presentation skills, then
it is just about the product knowledge. If that
is the case, technology can probably deliver the
message more efficiently. However, the product
then risks becoming commoditized and the race
to bottom of the price list begins as the only
test of success and you can kiss those great margins
good-bye.
Well, both Arthur and Willy are dead now and it’s
probably just as well. They would not care much
for the cold-blooded, passionless breed we seem
intent on growing these days.
Never before has it been as critical for owners
and managers at the most senior levels in a company
to actually focus on these problems in their organizations
and take steps to become personally engaged in
solving them.
Forget J.D. Powers, go make a sales call with
one of your staff!
This article is the first in a series by Phil
Zeni dealing with the loss and restoration of
professionalism to the ancient arts and science
of salesmanship and persuasion.
Phil Zeni is CEO/Senior Consultant of The NEXT
LEVEL Management Consultants in Scottsdale, Arizona.
The firm offers M&A services, marketing &
sales programs and does business turnarounds.
Contact 480/323-2103 or email info@nextlevel4u.net.
Business & Management