ARTICLE
TEXT:
"FEAR
OF REJECTION"
Fear
of rejection.
Three
words. Highly emotional, insightful and reflecting a pervading
reality in global, national and local marketplaces.
This
is a causal factor of sub-optimal performance, which outranks
rampant competitor discounting, on-line intrusions and leakage,
the omnipotence of substitute products and services and
a decided lack of customer and client loyalty.
In
business-to-business scenarios too many company representatives
are currently identified to be and dismissed as “time wasters”.
The individuals are typically affable, courteous, ready
to discuss the weekend sporting results and their latest
achievements on the golf course. They are inevitably up
for a good cup of tea or coffee. Sadly, few or none contribute
to sales, profitability or productivity of existing and
prospective clients.
When
finally, like Elvis Presley, they leave the premises it
is apparent to all who are left that there was no request
for a sale or a contribution submitted to develop business,
for mutual benefit.
Well,
yes. That is all true. However, the representative who vacated
the scene did so with his or her ego intact, not being “damaged”
by rejection or failure! Hardly a measure of success.
Little
wonder that management is so often advised by that same
representative that it is increasingly harder to secure
appointments with “difficult” clients who simply don't make
themselves available.
PURPOSEFUL
CALLS
Professional
representatives are distinguishing themselves by formulating
and presenting specific, client benefits during their contacts.
Inter-firm
comparisons and analyses of individual performance levels
for particular products, services and categories are usually
welcomed, beneficial and income-generating.
Few,
if any clients or their staff members will be totally familiar
with an entire product range of a supplier or distributor.
Therefore, appropriate education during visits can and will
stimulate enthusiasm, sales and purchases.
EARN
NOT ASK
In
life and in business, it is better to give than it is to
receive. It is a sound philosophy for all representatives.
The more they give to clients in terms of ideas, insights,
suggestions, care, attention and time the more orders they
will receive.
At
the conclusion of each visit to a client and customer it
should be mandatory for each representative to undertake
a critical and objective evaluation of just what they offered
in the contact.
CRITICAL
ANALYSIS
Manufacturers,
distributors and agents have at their disposal invaluable
information and data which can be insightful and beneficial
to each client. Sharing such in a respectful manner fosters
confidence, loyalty, preference and motivation. Today, information
and sharing these is all powerful.
CONSULTATIVE
SELLING
Consultative
selling is a much prompted philosophy which is, regrettably,
poorly implemented.
Consulting
is a widely practised art-form. It influences, provides
differing perspectives and can be instrumental in enhancing
performance standards.
Professional
consultants do not sell products or services. Their expertise
and experiences are sought, used and happily paid for because
their input is valued and valuable.
Hence,
the input offered can be and is processed internally, to
effect incremental output. As a consequence, products and
services are bought, not sold.
Accordingly,
appropriate and astutely deployed “consultative selling”
opens opportunities rather than closes sales.
An
integral component of the philosophy is the need to invest
sufficient time in the relationship for there to be ongoing
value accorded to the clients and customers. Time is the
differentiating element between marketing and selling.
True
and good consultants value their own time and that of their
clients. Appointments are made, specific time allocated
and desired outcomes outlined at the outset of meetings.
That
is a refreshing and welcomed philosophy, so different from
statements like:
“My
name is Kevin, I'm from Queensland, represent the government
and I'm here to help.”
Sadly,
all too often they help themselves to time, revenue
and resources. That is not consultative.
FULL
MARKS
The
mark of a good consultant and representative is the ability
to ask succinct questions and to listen. In fact, the ratio
of words spoken by a consultant/representative to those
heard should be around 1:5.
Interestingly,
the more one listens, the more one learns and therefore,
the greater one is able to share and to benefit others.
It is a valuable adjunct to specific product knowledge.
Active
listening is a skill set that enhances the worth of a representative
in the field. Recognition of one's capacity for active listening
facilitates the securing of a more, productive appointment.
I'm
sold on the idea. I hope you will be too!
