Sales Force of the Future

Sales Force of the Future

During a recent convention, Jeff Gitomer came up with the saying, "It's not about what you are selling, it's about what the customer is buying."

The buyer is actually purchasing need fulfillment rather than your product. Salespeople must assess the demands of their clients' businesses and develop solutions that boost those clients' productivity. What exactly is the buyer purchasing? American marketing expert Thomas Winninger puts it succinctly with these examples:

"BMW doesn't sell cars, their customers buy a driving experience."

"Kodak doesn't sell film, their customers buy a magic moment."

"Hertz doesn't rent cars, they get you out of the airport faster."

These days, salespeople need to be problem solvers who can come up with solutions for clients when they're in a bind. As a result, they need to be extremely knowledgeable about their clients' industries. They frequently have to clarify what those demands are since the client might not be aware of them or may not have the time to do so. Clients want the "Sales Force of the Future" to arrive at the door with the knowledge and acumen to understand and assess their difficulties. If a salesperson can identify the "pain" and alleviate it, customers will pay attention and make a purchase. Instead of the "coolest technology" with three speeds that can be adjusted, they want solution providers.

It is acknowledged by the "Sales Force of the Future" that it is not about the product you are selling. It's not just about the merchandise. They translate the solution into the sale by having a thorough understanding of the customer's issue and what the customer is actually purchasing.

Traditional and Modern Formulas

Salespeople need to develop into strategists with a game plan since the current sales environment tends toward a more complex milieu. Improved partnerships, greater business expertise, and better solutions are needed for this approach. Some salespeople from the past might think they have what it takes. They've got the expertise. They have a lengthy history. They might be in error as well. The world is evolving. This is not how the "Sales Force of the Future" does things. They understand that we cannot afford to get comfortable. Competitive edge is destroyed by complacency. It is imperative for sales professionals to avoid being self-indulgent, regardless of their level of experience or length of time in the industry. Thomas Winninger uses the tortoise and the hare tale to illustrate my thesis.

In the folktale In the race between the turtle and the hare, the tortoise lost. The rabbit went crazy. He was so foolish that he lost it. Rather than utilizing his advantages, he was preoccupied with wondering why the turtle was peeking over his shoulder. He was smarter, faster, and better, but he forgot this and grew comfortable.

Conversely, the "Sales Force of the Future" recognizes that each day presents a fresh opportunity for learning. When I was a young salesperson starting up in the distribution industry, the key to success in sales was a straightforward formula: relationship selling. That formula was instilled in me by a mentor.

The Past Success Formula: Establish a solid rapport with your client; become friends with him, and he will find a way to purchase from you.

Today, relationships by themselves won't earn you the sale. They are still crucial, of course, especially if you want to be able to use the success formula of today. The formula of today is no more complicated than it was in the past, but keep in mind that the customer's purchase is more important than what you are trying to offer. Determine what the customer needs in terms of a solution and what he is buying.

The "Sales Force of the Future:" formula. Determine the true nature of the customer's purchase. Remove the pain to transform into a complete solution supplier.

Even if the suffering has nothing to do with your product, identify it and put an end to it. Being a complete solution provider is key. The reason the formula of today works is that it gives a competitive edge. This holds the key to prosperity for the "Sales Force of the Future."

Salespeople used to be educated to concentrate on their goods. They were fully aware of its characteristics, advantages, maximum lifespan, and what happened when the red button was pressed. Salespeople could not stop talking about the goods till their faces turned blue. They were prepared to launch an attack, armed with warranties and pamphlets. However, buyers today demand more than simply the newest gadgets and the greatest "widget" money can buy. They seek comprehensive resolutions to every issue they face. All of a sudden, the brochure and other marketing collateral are just auxiliary. Consumers nowadays are better informed, more sophisticated, and looking for more than simply goods. Their goals include profit generation, market share, and efficiency.

One quote from Jeff Gitomer states, "You cannot puke all over your customers with features and benefits." We used to be instructed to bombard the purchasing agent's office with discussions about these features and advantages. We were taught to watch their lips when they asked inquiries and to speak again when they took a breath. On the other hand, over 80% of the time, the "Sales Force of the Future" must LISTEN. Recognize the client's objectives, mindset, industry, issues, methods of operation, customers' customers, and, at the end of the day, their issues. It all comes down to what the buyer is purchasing.

Take Care: The Answer Might Not Be What You Think

Because of this, it's critical that the "Sales Force of the Future" comprehends both the industry and the consumer. Occasionally, an apparent solution turns out to be blatantly incorrect. Just last week, my eight-year-old grandson Zayne made that point very clear to me. To head down to the store, we got in the car. I told him to fasten his seat belt and sat him in the back seat, like a responsible grandpa. "Oh my goodness, Grandpa, we're just heading to the nearby store." Must I?" "Zayne," answered I, "It's a proven fact that more than 75% of accidents happen within 20 miles of your home." Zayne asked, "Then why don't we just move?" with the sincerity and innocent innocence of an eight-year-old, as he gazed at me in confusion.

Recognizing the Suffering

Increase your understanding and awareness of the issues facing your customers. Selling a solution to make someone's life better, simpler, easier, or more enjoyable has replaced selling a product. You may assist the customer in turning a profit by lowering costs, increasing value, improving efficiencies, and increasing sales by getting to know his company and his clients. These remedies can have nothing to do with your product and can take many different forms. It's alright. Regardless of the source of the discomfort, look for it and concentrate on the remedy.

Consumers are not interested in things; rather, they are interested in ways to generate money. They seek contentment, comfort, pride, admiration, and self-worth. They are human beings just like us. They may not share our insane genes, but they are nonetheless just as intelligent, compassionate, and sensitive to human wants and emotions.

Thus, how do salespeople determine the problem and pinpoint the customer's pain point? How can we determine what they are actually purchasing? A lot of this information is learned by listening. I'm not kidding when I say this. You don't prioritize promoting products. You pay attention to what the client is saying to you. You look into his field. You cautiously converse with his clients and even his rivals. With this information and a thorough understanding of your client, you can intelligently solve practically any problem. You have gained a competitive edge as you have elevated your customers' expectations of you and your business. Value is everything. Not the value you add to your service or product, but rather the value you bring to a circumstance or to your relationship. By doing this, you may establish a true working relationship with your client and his business.

It's Not Very Hard Science

Actions to take:Developing relationships is still crucial.Examine the circumstances –Before discussing the solution, ascertain the issue facing the customer. Pay close attention to what you hear.Recognize the customer's objectives from the past, present, and future and make adjustments as necessary.Imagine yourself in their position. How would you like to be informed? How would you respond?Speak with the "head man"—the hub—who is the company's expert and makes all of the decisions.Understand the market by speaking with your clients' consumers.Complete your task by conducting research online. Discover your client's industry, market, rivals, profit-making strategy, clientele, and—above all—his own business-related suffering.Relationships are still vital, as was previously mentioned. In actuality, your customer's company and yours should have more than one layer of relationships. How is it different now? In the realm of professional sales, the relationship is merely the starting point. To give our clients the most value possible, we must properly maintain the relationships we've built.



In today's world, the lone wolf sales strategy of the past—one that I also grew up using—will not succeed. That's what the "Sales Force of the Future" recognizes. The times have evolved. Consolidations are still happening. Acquiring is a vocation. Consumers are more astute. Every day, their market power increases. The "Sales Force of the Future" is aware that principle and process are now more important than power and politics. The "Sales Force of the Future" will only succeed if its architecture is in line with business prospects and consumer needs. Recall that it isn't about the product you are selling!

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