Sales is not a 4-letter word
Posted on September 07, 2013 by Vicky Walker, One of Thousands of Executive Coaches on Noomii.
This article takes a poke at the traditional stereotypes and offers a new way of thinking about sales.
No really, it’s not – count ‘em. Within the culture of innovation and technology, I have experienced reluctance and at times a complete aversion to using the term sales. This term conjures up visions of badly dressed, obnoxious, pushy people who have the insufferable capability of ramming a ‘deal’ down your throat and making off with your hard earned money. In reality, this is no more the case than another caricature stereotype of a scientist who shrinks away from social settings and stays in the shadow of their laboratory to invent things that nobody understands. I know some high level scientists who are bright, engaging, funny and sociable. I am willing to bet that you have been stereotyped in some way in your interactions with other people.
An effective sales person is none of those things described above. Yes, there are people like that, but they are NOT effective sales people. In fact, an effective sales person doesn’t actually sell anything … in truth, they help people buy things. You see, it’s not about the stuff … as ingenious and life changing as a product, innovation or technology is, if the person on the other side of the exchange doesn’t see how this will help them clarify their own vision, then it’s going to be a tough road for both of you. The best sales people I have worked with are empathetic listeners, who are understanding, analytical and forthright. It’s likely not your customers’ perception about sales that has to change, it might be yours.
The term sales or selling is often substituted with ‘marketing’, ‘business development’, ‘revenue generation’, ‘account management’. These are all very important terms, each with its own distinct definition. More importantly they are all critical components for a successful technology based company. Each has a place and time in the lifecycle of a viable, economic venture. In order for us to develop a mastery over something however, we need to call it like it is. The error is in the omission. Sales is its own beast and it is very different than marketing. Marketing is the development of a tailored message to a targeted audience for which the message has meaning. Sales is the method of engaging the recipient of that same said message within their own personal context and working together with them to design a resultant activity. Marketing is the plan … sales is the implementation of that plan. In other words, sales is the action, or transaction if you will.
You have possibly bet the farm (or equivalent) on your business that showcases a breakthrough technology that’s like no other. People just need to know about it … we just need to get the message out. That of course holds truth, but only a partial truth. You see, customers have goals; they have lofty goals and, just like you, they are always searching for ways to achieve them. It’s their job. If you know enough about what your customer wants to achieve and the core values that they hold in the process, you begin to chart a path to mutual success. It works … it really works, but the secret is you need to work too. You need to work hard at understanding your customer as though you have a stake in their business – because in fact you do – and they have a stake in yours.
