Coaching your work winners

Over the years I have trained many sales people both internal/tele-sales, field sales and bid writers plus creating presentations and coaching directors when needed for framework bids, etc.

What I don’t do is script them. We all sell in our own way but research and empathy are common to all. You can pitch you USPs if you know who you competition is likely to be but a tailored approach to the needs or wish list of the client is the best route to success. What is important is to think about which factors are the deciding ones and focus on them.

For example, concerns about sustainability can be a crucial point. I once won a multi-million pound order that was going to a competitor until I mentioned that our product was recyclable and the one they were considering was not. Discovering the trigger points can make the difference between success and loss.

Negotiation is a skill developed with experience. Selling on price and constantly undercutting the competition is not healthy for your business or your industry but debases your value. Obviously if you pricing is totally out of kilter with your competitors it need to be realigned to more realistic levels but this is rare. People want good design, quality, excellent service, technical support, accreditation and certification, and this cannot be provided on a shoestring. If price was everything we would all be living in cheap housing and driving the cheapest cars, however this is not the case because design, style, reliability, flexibility, reliability, etc. affect our choices.

The best value option to suit the needs is the way to go. Cheap is often not the best solution or the best value. Adding value / value engineering can help win sales especially if price is sensitive or budget limitations are a stumbling block and you can offer the optimum solution to what the client can afford.

Technical knowledge and advice can often give you the edge in winning a project / order. Often clients ask for what they think they want but if you can come up with a better solution then you can blow away the competition.

The one thing I say to less experienced sales people is never make stuff up or lie as it will come back and bite you. I have lost orders when competitors have made delivery promises that I knew were impossible and then they let the client down. Trust and relationships do not grow when lies are told or promises broken.

Support for your sales teams is vital. I remember my first big opportunity when I had the buyer from hell in front of me so I rang my director and with his help I obtained the order. You need to be there so that when the team are out of their depth they can rely on you to bail they out of difficulty. One of my reps was about to lose an order worth two thirds of our annual turnover so he called me, a strategy was put together and we saved the project.

Sales meetings and informal gatherings are important for the team to interact and support each other. Whist sales people are meeting and talking to clients all day it can still feel lonely out there and it is good for your team to get to know each other and feel part of the group.

Selling is a combination of factors not just the sales person. Anyone who has direct contact with a client or is involved in the sales/service process can influence future sales outcomes. Good experiences retain clients and get recommendations and good reviews. Bad news travels faster. There is nothing more soul destroying having worked for ages to win over a client then have them let down by your service team. So it is important to keep everyone in the loop and let them know what is expected.

No sales means no work.