Keep reading . . . I did not say everyone is a PROFESSIONAL salesperson. You are still special. I know you are trained, certified and an experienced sales professional with the official title in sales, but the companies that fully embrace the concept that every person on their staff is, to some degree, a salesperson at every contact opportunity are doing it right.
One of my personal endeavors involves training education and small business staff members in just this concept. The typical paradigm (In many cases, the fact!) in US companies is that there is the “Management,” the “Sales Staff” and then there is the rest of the company. In a training session just yesterday, one staff member “Roger” become frustrated with the concept and said, “I did not take this job to be in sales, I’m a CAD operator, and I don’t have time to help THEM!”
As I was working up a response to his comment and thinking “Hmmm . . . one-on-one coaching session,” I noted everything in his statement that was incongruous with our program.
- First, Roger had not even encountered the whole program yet. His initial response to some discomfort was outward and very vocal negativity.
- Roger’s 20th century paradigm is going to collide with the 21st century very soon. I know few successful people who made it through a career by doing only one job and not engaging somehow in the common good where needs overlap.
- I also found myself hoping that no incoming call from an important customer would actually be transferred to Roger’s line.
- Then finally, his use of the word “THEM”, capitalization intentional because of the way Roger accentuated it. “Us and Them” is not a useful mindset when trying to shift toward internal and external client awareness. There is no “them”, it is “we”, “us”, or “the company”. Everyone is connected.
Let us just say Roger’s outburst earned him a lot of evil glances and murmurings around the room, to which he eventually became embarrassed and left. I hope he returns to the class next Wednesday!
My point is this. The fierce competition in the marketplace compounded by a truly painful economic climate has permanently changed things. Companies that have retained successes in this environment have done so by “raising the bar” of service and sales for themselves and the competition.
Everyone in an organization needs to be trained in customer service and schooled in the aspects of sales that should be applied in even the most subtle contact situations. Every person, every day, at every contact opportunity, with every customer or potential customer, represents the attitude and capabilities of your company.
As the sales pro in the group, try walking the talk a little bolder, maybe even develop some lunch-and-learn sessions or training. Whatever it takes to get that message through to your “Rogers.” Everyone needs to become sales oriented. You know how to act with the customers, sharing your knowledge will help everyone.
I’m not worried about YOU, I’m worried about “THEM”!
In all seriousness . . . You can do this!
By K.B. Elliott
K. B. Elliott is a freelance writer for Salesheads.com. Working both sides of sales desks in the Detroit area for over 30 years gives him a unique perspective on the process. To read more of his blogs, please go to Salesheadsblog.com, and be sure to check out the postings for jobs in nearly any industry at Nexxt
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