Our customers don’t need sales people calling on them. They don’t need a person that can only focus on talking about their products and services–after all customers have the web to learn about products.
They don’t need someone that can engage in a scripted conversation, listening for key words, so they can set up a demo or pass them onto someone who will be talking about their products.
Our customers work in businesses. Each business, each customer within those businesses face different challenges and have different opportunities.
Their focus is on doing their jobs, on achieving their goals, on being successful.
The language of business people is different than the language of too many sales people.
The language of business people is often about their function–it may be engineering and development, it may be manufacturing, customer service, sales/marketing, finance, operations, human resources, supply chain management, IT.
The words they use are not about products—other then theirs. The things they talk about is what they are doing, what they need to do, the problems and challenges they face, the opportunities they are attacking, the competition they face.
They struggle with things like design cycle reduction, manufacturing improvement, cashflow/asset utilization, supply chain rationalization, talent acquisition, customer experience. They know they must innovate, perhaps even disrupt. They know they must serve their customers, they must compete.
They express goals in terms of their KPI’s, metrics. They focus on the performance of their function, of their business.
Our customers are business people.
Our customers don’t need sales people calling on them. They need business people who sell. They need people who understand their business, who know what they are going through, who understand and can solve their problems.
They want people who understand the dynamics of the company and how it can grow and succeed. They want people who understand the challenges they face and who speak their language.
They want people who can solve business problems.
Our customers don’t need sales people. They need business people who sell.