The Future Now…

‘I recruit commercial leaders’

In its simplest form this is exactly what I do. However, to add a little more context to this what I really aim to do is identify, engage and connect unique commercial (or growth) talent with progressive organisations to enable growth of commercial functions and brands.

So, what does ‘unique commercial talent’ really mean - or look like to me?

Well, it’s a rare commodity, unquestionably; but very clear to see when encountered or uncovered. Trying to articulate what makes such professionals unique can also prove tricky. Before I try, first consider the landscape we now face…

As I have suggested in previous blog positing’s the UK marketplace is more challenging than ever before. Technology now permits organisations to radar in on potential providers that can deliver products or solutions to match their needs. Indeed, readily available studies now indicate as many as 94% of organisations research potential suppliers (Including online comparisons, testimonials product tour video’s etc) before reaching a buying decision. This has naturally forged an ultra-competitive selling space which leaves the sales & marketing world experiencing an impact which has reshaped the profession forever.

Many people I meet still expect the future of successful selling to be shaped largely by new technology. And I say this with the benefit of discussing the impact that say, AI, bots or advanced sales enablement platforms like Showpad are having on business’s frequently. But for me, technology can only enable highly effective selling so far and those really on the front foot realise the real opportunity is to embrace new technology whilst simultaneously market products or solutions ‘better’. A unique ‘mindset’ perhaps, definitely not some elixir tech solution.

Cutting to the core then, what sets the ‘unique individuals’ apart from the more traditional or one-dimensional leaders who remain diligently hardwired towards playing the relentless numbers game?

Well, they are mostly all of the below:

Educated

By education, I mean that they are subject matter experts. Understanding their offering inside and out and critically, that of their key competitors so they can intuitively and quickly distil to the core value proposition versus the vast array of potential competitors. As a buyer, this inspires confidence and reassurance

Consultative

Whilst able to educate, they are equally proficient at de-educating when necessary. Much buyer commissioned research as alluded to above, can be inaccurate or misinterpreted. In openly and honestly challenging end user thinking, they consult more effectively

Data led

They seek out and then interpret relevant data to help shape or devise current or future commercial strategy and make decisions with validation. Their instincts are informed ones so they almost never make decisions solely on gut feel

Researched

Invariably extremely well researched, investing the time to really understand and gather insight on prospects to ensure each interaction is meaningful and can perpetuate sales enablement both today or in the future

Communicators

Much face to face communication is quickly being superseded by written. In addition to face to face meetings, deals are now being constructed via email, Linkedin, facebook and text for example. The ability to communicate effectively both quickly, consistently and accurately with end users across multiple channels sets them apart

Engaging 

No one enjoys being aggressively sold to but in one way or another we all sell in our individual roles. However, the very best distinguish themselves by connecting and then listening. They incorporate active storytelling to aid with visualisation and they also recount direct experiences to help credibly relate. Their emotional intelligence supports empathy and their desire to help solve problems

Collaborative

They respectfully and openly promote best practice with clients and internal stakeholders alike to ensure their solutions are both integrated and supported by robust process. If it’s not a fit for purpose solution for the client, or indeed fully deliverable, they simply won’t endorse it

All seems simple, right? And it really is. But the untrained eye would be surprised just how many people working in sales or marketing today still miss out two or more from the above attribute stack. Some remain a little resistant towards embracing positive change with their own approach in favour of exploring the next great plug in. However, natural attrition will likely ensure that the unique commercial talent of today becomes the main stay in the market place tomorrow.

Incubate Consulting is the market expert in recruiting Sales, Marketing & Digital professionals in Scotland, across the UK and beyond. If you would like to discuss unique commercial talent with Neil, please comment below, or for a more discreet conversation call directly on 07917 458 066.