06/ 09/ 2004
by Jeffrey Moses
There's an old adage that the world is divided into two types of people: those who watch things happen, and those who make things happen. The same is true among members of a sales staff.
Order-takers are those who put forth little or no effort to complete a sale. These individuals may be called salespeople, but they do not actually make sales happen -- they simply write down a list of what customers have already decided they want, and pass the list along to the shipping department. A prime example of this type of salesperson is a catalog representative, who picks up the phone and literally "takes the order" for customers calling in. There's nothing wrong with this; these individuals are hired for a specific task and they fulfill it. They are not expected to 'push' or even suggest specific items. They simply take the order.
True salespeople, on the other hand, make the effort to create sales. They employ sales techniques that have proven effective for centuries: they get to know customers, find out about customers' needs, qualify customers to determine how much they can reasonably afford and show how specific products or services within the determined financial parameters can help solve the customers' problems. In other words, they create value in the minds of customers and in the process create sales.
Imagine a craftsperson selling his or her wares at a flea market or an art fair. Such a situation is one of the most basic and ancient of all business arenas. It dates back to the street vendors of ancient Rome, Arabia and China. The scene repeats itself dozens of times daily at such fairs: a customer walks by, is attracted to the craftsperson's booth or table, examines the goods for sale, talks with the craftsperson about these goods and makes a decision whether to buy.
In such a situation, craftspeople who are the order-taking type merely answer questions, nod occasionally, smile and make small talk. When a customer decides to leave, the craftsperson says "Thank you" and lets it go at that. Often, customers ask for a business card upon leaving. They usually aren't considering calling back for more information, it's just that asking for a card is a polite way to end the conversation and move on to other booths.
A true salesperson treats such a situation in a far different way. Instead of passively answering questions, an effective salesperson asks most of the questions, systematically learning how the goods or services for sale can solve personal or business needs for the customer. Salespeople in such situations learn, or at least try to learn, the following:
- Has the customer bought similar good in the past? When? What types? How much did these goods cost?
- What personal or business interests does the customer have for making an immediate purchase (i.e., what are the customer's needs)?
- How much can the customer reasonably be expected to spend, immediately or in the near future? (Qualifying the customer)
- Which of the goods for sale is the customer most likely to purchase immediately?
- What reasons does the customer have for not making an immediate purchase, or a purchase in the near future? (Objections to the sale)
The craftsperson then can address these objections using proven sales techniques to make the customer feel comfortable making a purchase. Included also would be closing techniques, which are closely aligned with overcoming objections.
There's more stress and energy in this approach than merely handing out business cards and letting customers wander off. Also, more knowledge and training is required. Sales isn't just about talking about the weather and making people smile; it's about finding needs and presenting solutions to those needs. Ultimately, it's about getting someone excited enough about a product or services to make a purchase.
Almost every business has both order-takers and true salespeople among its sales staff. How can you tell the difference? Several ways: in the number of sales made and in average solar amount of each sale, or by watching your staff's interaction with customers. Do your salespeople stand with arms folded, hardly speaking, seldom pointing out features of products? Or do they lean forward, interacting with customers, leading the conversation, determining their needs? Another way to know: real salespeople will continually come to you, or the sales manager, with probing questions about a product or service. They'll surprise you with the questions they ask. Why? Because they're genuinely trying to meet customer needs, and these needs vary widely.
A staff of true salespeople will continually generate a high volume of sales. You won't be able to stop them. Order-takers often work at or slightly above minimum wage. A real salesperson can earn a tremendous income from commissions -- and be worth every penny of it.
