I’m fairly certain that we’ll all agree that the profession of selling has taken a hit these past few years. And it’s not just the obvious culprits who are to blame – we’re spoiled for choice when looking for sectors who have suffered reputational damage. In recent years, we have endured a relentless series of scandals, an unending list from the consultancy sector to gambling to education to retail franchises and so on, all of which seem to be part of a sequence of ethical failures in our institutions.
Perhaps it’s not that they’ve behaved poorly in certain times. They behave poorly; they just can’t hide it when times are more challenging.
In fact, the truly ethical organisations within our society – the ones with a culture based on true customer service, integrity and moral courage, really do stand out. And if they don’t stand out yet; watch this space – this is where their true competitive advantage lies.
Year on year, various reports and outlooks are published to explain that in highly competitive market conditions, the main way to gain and maintain sustained and profitable growth is through deeper customer relationships. It stands to reason that as economic conditions continue to change, the opportunity to thrive commercially exists in the way we interact with our customers and the value we bring to them.
So, how do we navigate these changing times and how can we differentiate ourselves in times such as these?
Firstly, allow me to completely honest – operating Integrity Solutions in Australia, let me state that I rarely receive a call from a client or a prospective client to ask me how to sell with more Integrity. I do, however, regularly receive calls from those who wish to increase their sales and their market share – I just happen to believe that the best way to do this is to sell and service our customers with Integrity. Our clients’ results testify to this fact.
Here are three keys that support a mindset of delivering value with every customer interaction:
1. Re-define Selling. It’s not what they think it is.
Sales is a word that comes with plenty of baggage. It’s often seen as someone who uses scripted techniques to manipulate people into buying things they may not want or need, all to satisfy their targets or KPIs. With that image in mind, it’s no wonder so many professionals can be completely put off by any suggestion their role involves selling.
Selling is simply identifying and filling needs, solving problems and creating value for customers. When you think of it like this, selling isn’t something you do TO somebody, selling is something you do FOR and WITH someone.
2. Understand that attitudes and beliefs make all the difference.
A question if I may – thinking of your top performing people; what approximate ratio of their success would you attribute to the technical skills (product knowledge etc.) versus their mindset (values, motivation, confidence etc.)? Most people agree that the appropriate ratio of will/skill is 80/20.
Yet most training is entirely skills based!
Sales success is not achieved simply by selling to the same people, in the same way, as in the past. Sales training must address both the head and the heart.
3. Develop your people with the appropriate skills to practice needs-focused selling. Back these skills up with a flexible process for having an organised, sales conversation.
You can’t just change the definition of selling and expect people to change their attitudes and beliefs. Make absolutely sure that the selling skills you ask your professionals to use are aligned with their values and beliefs. People will not do things that are out of alignment with their values.
Ethical sales professionals win on trust. Having an ethical sales culture means being overt, transparent and always keeping the needs of your customers at the forefront. Sales people can no longer be product sellers. They have to be problem solvers that understand their customers’ unique situations and provide maximum value.
This difference makes all the difference!
Bob McCarthy
