By Denise Lee Yohn
It’s not news that the role of salespeople and selling is changing. In the past, salespeople were often the first step in a purchase process, and could significantly influence customer decision-making by controlling information about pricing, availability and competitive advantage.
But in this era of nearly ubiquitous information, customers usually engage with salespeople after they’ve already researched their purchase and, in some cases, made their decision. Digital commerce and disintermediation have caused many customers to question the importance of having a sales relationship at all.
Great salespeople succeed in this new environment by doing what great brands do. The following principles are as instrumental to restoring sales to its role as an integral business function as they are to building great brands.
- Great brands start inside. Great salespeople sell inside first. They know that the first step to sales success is helping their companies with product development and marketing by serving as the “voice of the customer” internally.
- Great brands avoid selling products. Great salespeople connect with their clients through emotion, brand storytelling and thought leadership.
- Great brands ignore trends. Great salespeople don’t imitate, they innovate. They push their customers’ thinking by teaching them something new and valuable.
- Great brands don’t chase customers. Great salespeople cultivate profitable, sustainable customer relationships and focus on accounts that represent a good fit with their company.
- Great brands sweat the small stuff. Great salespeople examine every touch point between the customer and the brand throughout the sales process and seek out opportunities to infuse the most influential ones with the brand’s key values.
- Great brands never have to “give back.” Great salespeople create real value for their customers. They don’t engage with customers simply to make a sale— they look for ways to make their clients more successful.
- Great brands stay committed. Great salespeople don’t give price concessions just to win deals. They are convinced of the value their company offers and skillfully help their customers understand it.
Denise Lee Yohn is a brand-building expert. Her latest book is Extraordinary Experiences: What Great Retail and Restaurant Brands Do.