Many of my company’s large competitors are public companies that have been in the market for more than 25 years. They blazed a trail for smaller service providers and always appear to be on the cutting edge (or even bleeding edge) of what clients want in a payroll service provider. They have massive marketing budgets and equally large funds for training programs aimed at churning out highly-polished salespeople through a cookie-cutter machine. Each newly-minted salesperson appears better groomed than the previous one produced by this highly industrialized training mechanism. However, I’m not envious and I certainly don’t covet this sterile approach.
What I have determined in almost 20 years as a sales professional and business owner is that the big-company approach doesn’t always work for small business owners. I am not suggesting that you avoid an organized approach to training your modestly-sized sales team, but pumping out robots may not serve you well. Humans need to express themselves as individuals to truly be an integral and productive part of your team.
I vividly remember one of my earliest experiences going up against a well-polished drone that worked for one of my competitors. He looked the part, spoke eloquently and had all the sound bites down. I did my best to look presentable, but I lacked formal sales training. I made up for my lack of polish with my knowledge of the industry and my (sometimes) overwhelming enthusiasm to truly help with the potential client’s payroll challenge. I did not think that I had a chance when I saw the rep from the other company leaving the prospect’s office.
The meeting went well and at the end, like a good sales professional should, I asked for the business. Almost to my surprise the prospect said “Yes.” Yes? How could that possibly be? I did not have the formal training, the extra-pointy shoes or the very crisp-collared shirt; all that I had was my knowledge and grit. It turns out that the big corporation’s representative got the appointment through a referral from an 800-number called by the prospective client. In stark contrast, I had been knocking on the prospect’s door for more than a year and sending handwritten notes to try to land a meeting. I had created some sort of relationship with the prospect without even knowing it.
Not only did the business owner with whom I met respect my tenacity, but he felt that the presentation the big guy gave was too sterile and lacked sincerity. It left him wanting a provider with whom he could forge a true relationship; a business partner who would work hard to keep him happy and a confidant and kindred spirit who came up in the business world the same way he did. I have since learned that people shop price, but invest in relationships.
Did my competitor and I both present roughly the same solution at almost the same price point? Yes. Did we both know the industry? Yes. Was it fair for the prospect to select me in part because of how I generated the lead and how I spoke? Simply put, yes...and whoever said sales was a fair game? Small business owners, entrepreneurs and even those individuals who work within an organization can beat the larger companies by simply showing their grit; not by being slick.
Here are a few tips to be grittier.
1. Be passionate
I understand that this seems obvious, but has anyone ever told you that you were passionate in the middle of a meeting? If not, muster more enthusiasm for what you’re doing or get a new gig.
2. Express yourself
You’re not a robot; you are a human being. Let your personality shine through and remember to be as genuine as possible.
3. Don’t be jealous of your competition
Even though they have big budgets and fancy mechanisms in place, remember that you are armed with knowledge and abilities that make you more REAL.
4. Build relationships, not clients
If you want to create a business that is sustainable, establish a relationship with the people you are helping. Yes, they are your clients by default, but wouldn’t it be better if they felt a stronger connection?
By the way, I still have a relationship with the aforementioned client. They have been paying my service fees for 13 years without complaint. My suits may have gotten better and I may be a bit more eloquent, but I have not lost my grit. Grit beats slick every time.
Source: http://www.openforum.com/idea-hub/topics/marketing/article/grit-not-slick-the-tale-of-2-sales-reps
internet business link popularity link exchange pay per click ppc experts
No comments:
Post a Comment