The best sales person is just human - here's why

Sales isn't what it used to be.

Sales often comes down to “I like that guy” or “I don’t like that guy.”

For some people, sales is a dark world where bullsh*t and deceit get the spotlight. Salespeople are often known as the sort who 'can talk a Scotsman out of a penny'.

But we're all in sales now. It's simply persuading, convincing and influencing others. And astonishing numbers we go online to sell ourselves on Facebook, Twitter and online dating profiles.

"The only thing you got in this world is what you can sell. And the funny thing is, you're a salesman, and you don't know that." - Arthur Miller, Death of a Salesman (1949)

Selling is more urgent, more important, and, in its own sweet way, more beautiful than we realise. The ability to sell to others is crucial to a company's survival and happiness.

Starting a business from what began as a social movement was no easy task. I had to wear many different proverbial hats and get the balance right. I started with a big brand awareness campaign and invested in good quality content before I even thought about my first sales meeting - or if my first sales meeting was even possible.

Making sure the product was tangible enough to sell was upmost priority before sales.

Why? Because starting a business with sales and money in the forefront of your mind is a non-starter. Honesty, brand position and quality of your product should always come first.

In the early days, I made the mistake of appointing a salesperson who had an aggressive approach to sales. It was a turbulent albeit lucrative short period of time. He refused to put the brand values before sales (his commission) and never took the time to understand - never mind keep up with - the products properly. He was only interested in the bottom line. Which is why none of the customers he introduced are still with us.

I only realised all this when it was too late (except that it's never too late). And so when we aired our differences and parted ways, he decided to start his own rival company. It lasted less than three months - and we now know why. The said person, who I remain anonymous, is now a ‘business consultant’ for start up businesses. I'm not sure if that's a euphemism for 'looking for work' but good luck to the fella. 

There are many inventive new (and Americanised) names for the sales role, such as relationships manager; collection agent; and the best one I've heard, 'partnership success manager'. But we all know the job entails introducing new customers, retaining existing customers, and ultimately managing their account. All customers are in partnership with the business because they all contribute towards paying the bills.

That's why it's important that customers aren't just introduced and managed properly, but that the right ones are brought in. No matter what industry you're in, there's no point in bringing in an account which you wouldn't endorse as a company or you know wouldn't gain traction with what your company service.

"The capacity to sell isn't some some unnatural adaptation to the merciless world of commerce. It is part of who we are.

"Selling is fundamentally human."

Daniel H. Pink, 2012.

A good salesperson understands and believes in the company product/s one hundred per-cent. But the best sales person has a strong sense of humility. A person who puts the company brand vales and research before a sale. 

Things I've learnt:

Scrap the script. Don't stick to the same pitch for every client. Every client is different and should receive a tailored product to match their business. So do the research and let them know you know about their business and how you can help first and foremost.

Trust is important. The best sales person / account manager has empathy with both the client - to see everything from their perspective - and also their colleagues who are tasked with delivering the service in hand. Once a new client is brought on board, they should be cared for and nurtured like a marriage. It's a team.

Then there's money. It's always a sensitive subject but it shouldn't be. The best sales person should be pro active and keep in touch with customers throughout their campaign - not just when it's time to pay an invoice or review a renewal. Clients need to feel wanted and loved not like a cash cow. 

Equally though, if you truly believe in the product and service you're selling, you shouldn't have a problem with chasing money.

Last but not least... enjoy the process.

I Love MCR? is hiring a Digital Sales Account Manager to join the Manchester movement