Seth Godin gives us an important sales lesson during a recent trip to Boston.
Take a look at this picture:
Seth goes on to ask, "The person behind the counter does nothing all day. Nothing. Never a line.
Why forbid her from being helpful? Why not do the opposite? Why not make her the go-to person for useful information? Maybe, just maybe, engagement will lead to inquiries which will lead to sales...
Such a great point. Think about your organization, or the daily duties that you yourself undertake with false barriers and "job descriptions" that prevent you (in your own mind, at least) from stepping outside of your assigned area of sales duties that would actually increase the liklihood that you'll make new sales.
I used to work for Pitney Bowes, a big Fortune 100 company, in management of a regional office here in California. Our service reps, who had the ability and opportunity to make sales because of their long-standing customer relationships, would never do it. Instead, they would pass it off as a "lead" for the sales department. That's not what the customer wanted, of course...they just wanted to place an order through their service rep. But because of job titles and corporate structure, he was prevented from doing that.
As I read Seth's post today, it reminded me of something I've wondered off and on for years: Just how much money did the company lose because of the artificial barriers that they erected?
Isn't it great when you can talk to someone about the advantages of using their service rather than just getting the sales pitch. Even better if you can talk about the issues and problems you need solving rather than what they are selling.
The customer might not want to go to the coast on a greyhound but if you help them find a hotel: 1) You could even get a commission and 2) they might decide to leave the car this time because you were so helpful.
I'm finding more and more that with my customers (I'm not a trained salesperson) that if I'm willing to answer their questions about bespoke furniture but also chat about AV equipment to go in it not only do I understand the requirements of the customer better but also they respond better then to a direct sales pitch.
Also seems to take the pressure off closing the deal as you have a dialogue going were you know you can contact them in a couple of days without them feeling pressurised.
Posted by: Simon Kiteley | June 16, 2007 5:14 AM | Permalink to Comment