I recently welcomed acclaimed author, speaker, and otherwise widely acclaimed career salesperson Doug C. Brown onto my So, You’re in Sales? podcast for a look at the dramatic ways sales as a profession has been affected by the toxic combination of circumstances facing anyone trying to grow the revenue line for their Company.
His thoughts on the topic may surprise you.
After a sales career spanning close to a half-century, Doug remains convinced that absolutely nothing has changed when it comes to the role of the field sales organization in business to business sales. Not only did he make that assertion, he backed it up by saying that his top pick for skill development in the current sales environment is efficient and effective prospecting. If Doug’s assertions are true and fewer people than usual are doing outbound prospecting, you have a unique opportunity to connect in a less-noisy, more intimate way with prospects, in a moment when they’re a little more agreeable to exploring new friendships and learning new things. Many of them are even answering the phone, you just have to actually call them.
While I think there is some room for interpretation with respect to Doug’s position, I too recognize the rare opportunity to seize on the idle hands of your competition to gain an advantage.
I only have one problem with Doug’s assertion. Most people I see occupying outbound sales roles are not nearly passionate enough about the products/services/solutions they represent, nor do they have a sufficiently deep understanding of what problems their company solves for their clients, or why the company even does what it does to make money. Add all this up and you can see why there isn’t sufficient dedication to the task of prospecting, a problem that existed LONG before the pandemic. Unfortunately (in retrospect), a record-setting streak of prosperity covered up a lot of the shortcomings we’re witnessing now, as those in charge struggle to explain why they should be the choice amongst competitors to survive and advance when resources are scarce and uncertainty is high.
On the other side of the transaction, those holding the purse strings are starting to add new considerations into the mix when thinking about where it is they’re going to place their bets. When I spoke to my inner circle of business owners about their budget plans for 2021, the answers were so incredibly all over the board that it quickly became clear to me that the folks I run with aren’t close to capable of talking about the future, much less entertain salespeople to think about buying things. Thing is, this is EXACTLY the time to be having those conversations and doing that exploration, as it is right now that we each have an incredible chance to remake what we do into a better reflection of what it is your company is all about. Do that, and a lot of the fears you have about our current situation will start to recede, as you’ll be focused on the task of making the remodel come to life which distracts you from your fears. Having said that, I’d ask you to consider how you won’t be able to accelerate the remodel without the help of experts that are ready and willing to give you that needed push to the finish line. If more passionate salespeople were doing the work they’re paid to do and working to get time on the calendars of those most in need of what their company does, maybe both sides of the transaction would be better off as a result.
By focusing on a crystal-clear explanation of what it is that your business stands for, you give yourself the best opportunity possible to be seen as a trustworthy partner. Once you and your sales team are equipped with that level of confidence, there should be no stopping them as they each take the message of what you all care about to market in an authentic and believable way. That’s not prospecting folks, that’s awakening the passion behind why your company does what it does and watching the magic happen. Turn to thought leaders, spend time and money in the places you feel most comfortable winning business, and invest in your team during this time of uncertainty by waking up their individual passions and turning those passions into your competitive advantage.
Roger has spent 20+ years making complex concepts more understandable for both buyers and sellers alike, and has devoted the majority of his recent career to injecting purpose via philanthropy to his sales and marketing efforts. He’s intent on making the world a better place and his nirvana exists at the intersection of Mission, Passion, Profession and Vocation. He loves the outdoors and seeks memorable experiences whenever possible. Contact Roger at roger@socialgoodpromotions.com or 810-986-5369.