If you think that my previous post was
just exaggerating (when I was writing about Sales People handling your money),
this one will, for sure, make you think twice…
So – let me ask you a question first.
What are the buyers like comparing to, let’s say, just 10 or 15 years ago? More
demanding? Complex? Hard to talk to? Know what they want and can’t be
influenced? Well – that’s our new reality. But the fact is that the customers
are the same. What has changed is that they became informed. To be honest – I
don’t know what the exact numbers are, but let’s say that 80% of customers
behave just like that.
On the other hand – there are less
excellent Sales People then before. This profession is not even perceived as Profession
– we usually see it as some temporary „gig“ until we find something better. You
feel it on your own skin when you go to a shop and ask Sales Person about,
let’s say, the fabric some item is made of. „Fabric…hm…let’s see…“ and
then (s)he goes, looks for the label and reads from it. I can read myself,
honey! I don’t need you for that!
So, let’s be very compliant and say
that there are still 20% of gifted salespeople, who just know how to close the
sale (without any training) and 80% of, well, mediocre ones.
Now, let’s look at our reality:
So, as you can see from the table, the
statistics usually looks like this:
Out of 100% of all visitors with whom
your salespeople speak, they sell in just 36% of the situations. And yes, they
lose 64% of potential customers mainly because of their poor Sales Skills.
Someone might say that not all of that
64 % of lost sales are just due to poorly developed Sales Skills – some can be,
for example, because you don’t have the Customer’s size or preferred color.
Yes, that’s true. And do you remember a situation in your life when you were looking
for some item and they didn’t have your size? And do you remember a great
salesperson who found a completely different item instead of the one you were
looking for and eventually sold it to you? That’s the kind of Sales Person I’m
Now is the time to put the question:
„What can we do to fix the situation?“ I mean – more than half of the
opportunities lost due to poorly developed Sales Skills – that’s too much!
The average Business Owner will tell:
Oh If only all salespeople could be like that 20 % – the best ones! The truth
is – they probably won’t! But it doesn’t mean they could be much, much better
than now. By training. But not just ANY training. We’ve tried the usual ones
(classroom 2 days sessions) – don’t work. No (significant) long-term result.
Not to mention ROI!
Then we have tried on-the-job coaching
– it gives better results, but takes lots of resources (read: time and people)
to do it on a daily basis. Because if you don’t do it on a daily basis – well –
Therefore – the best „formula“ for
upgrading that 80 % of your salespeople would be – training on a daily level
and knowledge sharing (that means that 20 % tell the other 80% how they solved
some situation). And if you think that ONLY this knowledge-sharing methodology
will give result – I can assure you that
it won’t. ’Cause very successful salespeople can’t really tell what exactly are
they doing in order to be so successful. And they usually prefer selling, not
teaching how to sell. Therefore – you still need (in-house or external)
trainers and Sales Managers to do their work.