When we think of challenging professions, what comes to mind for most people are medicine, science, law and engineering. When it comes to sales, not so much. However sales is one of those challenging professions. Many people assume selling is easy. They often ask, ‘how hard can it be'? Well if you don’t know, ask any seasoned sales professional and they will enlighten you.
Selling is a whole lot more than showing up, talking and taking a check. Sales professionals must learn their product, keep up with their competition, stay current with the market, be able to read people, and understand timing. They must also be able to withstand rejection, indifference and at times, verbal abuse. Yet, a sales professional must always be ‘up’ and never take it personally. Not so easy.
The sales professional is charged with making the sales experience meaningful, informative, and pleasant. Agents represent a company who has developed and established a brand. When that company brings their brand to market, buyers expect more than just the exterior package. Like any gift we receive, the wrapping and bow grab our attention and create anticipation. It sets the stage. When we open that package, then we are either delighted - or not- about its content. While the packaging matters, so does the experience with the content. Not so easy.
Sales is comprised of many factors not the least of which is influencing buyers’ perceptions - emotional and visual. To achieve this, a true sales professional must master the art of selling. The art of selling is based on technique. Technique is achieved through learning and practice. You just can’t show up to be successful.
Remember the fairy tale Goldilocks and the Three Bears? There is a Goldilocks Principle that is applied to many disciplines. For communication (sales), the Goldilocks Principle describes the amount, type and detail of communication necessary in a system to maximize effectiveness while minimizing redundancy and excessive scope on the "too much" side and avoiding incomplete or inaccurate communication on the "too little" side.
If you think this definition is too lengthy, you are correct. It would never work in sales.
Over the past several editions of Smarter Selling we have discussed how words matter. Not only is it important what an agent says, but how and when they say it. A clear concise delivery is critical and yet the agent must trigger the buyer’s emotional button at the right time. An agent can never information dump. Neither can they just provide terse answers and defer to a brochure to provide information. The true professional has honed their sales skills to hit that proverbial Goldilocks zone. Not too much. Not too little.
Managers, do your agents sell in the Goldilocks zone? Do they talk too much? Too little? LeBlanc & Associates welcomes the opportunity to partner with you to document the buyer’s experience through our Video Profile series. We promise our reports will provide meaningful content to help your team create that perfect package. Bow and all.
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