According to sales/marketing author Jill Konrath, “2012 will mark the total demise of nice salespeople.” http://bit.ly/A2ZEJf
Is nice really dying? Well, let’s just say that if nice is what a salesperson primarily has to lead with, they’re in deep trouble, especially if they’re selling professional services. Since buyers have long been under the gun to solve problems and meet objectives and forced to swim upstream to get it done (smaller budgets and staffs), they have no interest in or time for being charmed. They need real help. Read more about What Buyers Want
I agree with Jill that the most successful salespeople are the ones that (1) sharpen their personal expertise in areas relevant to their customers, (2) proactively bring them fresh ideas, provocative insights and information and above all (3) help them achieve their business success.
I think it’s important to point out that while it is incumbent upon salespeople to provide this value, it most often doesn’t happen in a vacuum. Those firms that play an active role in fueling their efforts by consistently providing relevant content and support are much more successful at attracting and retaining clients.
Here are a couple of initial steps that salespeople can take to improve their value to prospects and clients
- To get or keep their business, you need to “get” their business. So, take the time to do your homework so that you truly understand your prospect/customer’s business – from issues they face to to their objectives
- Before you pick up the phone or send the email, ask yourself, (1) What is my point? and (2) “To what degree will the other person likely find it useful?”
For other tips, check out our Business Developer Hunting Rules
So, is nice really dead? While there’s no doubt that it’s been significantly devalued, I don’t think so. After all, as long as the other high value qualities are clearly evident, why in the world wouldn’t you want to work with someone who truly cares about you?
What do you think?
