Sales Representative 2.0: What is the role of the new salesperson?
Over the years, the professions evolved. Some have disappeared, while others are reinvented adding even more value to the market they serve.
The salesman is one of those professions that seemed to have their days numbered.
The internet and the ease of buying products and hiring services with just one click indicated that the sales professional would no longer exist.
The opposite ended up happening. Despite the advancement of online sales, sellers have gained a new approach and importance.
Since everyone could buy any product without intermediaries, the seller appears as a differentiating piece, modifying the sales process and delivering another form of value.
To position itself in this way, there are some characteristics that this renewed way of selling must assume.
Understand some of the roles of the new salesperson.
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- The new seller invests in research…
- …knows how to listen consciously
- … conveys ideas clearly
- And you know how to be patient
The new seller invests in research…
Research is one of the main steps in the modern sales process. From the prospecting process to find potential clients on LinkedIn, to assess whether one of the clients who joined the last campaign has the authority profile to close a deal.
Much of the time the new salesperson is researching to qualify a lead.
It may seem like a waste of time, but the qualification search process saves great future efforts in negotiations that would have no chance of succeeding.
The flip side is competitive search. A seller needs to know his competitors. It is not just a case of knowing who they are and what they do, but a proper understanding of every detail of the competition’s operation, knowing exactly how to bypass objections.
Knowing what the best arguments about the competition are, it is possible to anticipate them and avoid them sounding like a defense.
…knows how to listen consciously
Listening to what the other person says seems intuitive and simple, but listening consciously is a skill that needs training and a lot of personal investment.
Take a moment and watch. How many times during a conversation do you not stop listening – consciously – to what the other person is saying in order to make your own arguments?
The most anxious can barely let the other finish, they already run over the speech pouring out their thoughts.
For those who sell, knowing how to listen is even more important. Most of the time, the salesperson must listen conscientiously and carefully. The more the customer talks, the clearer their needs and problems become, and the deeper the sales pitch will be.
To avoid making the mistake of not listening carefully, try following some tips:
- Take notes on what is being said
- Clarify points that were not clear: “what did you mean by that?”
- Don’t start talking right away when there’s a break
- Avoid questions that can be simplified into “yes” or “no” answers
When listening, try to understand what the customer’s hidden points of interest are. What are his values and, beyond the obvious, what he seeks as a result.
The purchase of a CRM, for example, may be motivated only by the need for organization and results, but on the other hand, it may be an attempt to demonstrate to superiors that results are coming and can be even better with new investments in resources.
Go beyond the obvious, understand what your customer really wants.
… conveys ideas clearly
The values the seller carries on the sale must be explicit at all times. The customer must understand, as soon as communication begins, what the company’s motivations are for offering that product.
When selling, for example, a product that aims to increase the number of sales, the seller must make this ideal as clear as possible. Preferably avoiding embellishments and communication devices.
Raw and direct communication clarifies the scenario and avoids doubts.
When presenting a CRM, for example, the sales representative must make it clear: “ I’m here to make you sell more ” and teach how the result will be achieved.
In the past, it was common to try to work with less direct communication, leaving values between the lines. Today the customer needs to feel that the person on the other side is a human being and communicates objectively.
Throughout this communication process, the salesperson not only makes his objective clear but also instructs and educates the customer about their own reality and the resolution of their problems.
And you know how to be patient
The old seller wanted to close fast, at all costs. We now know that trying to close a sale early can corrupt the relationship built with the customer.
The new salesperson model is patient and knows the sales process well. It understands that at the end of the process there will be no doubts for either party and that it is time to close the deal.
Difficult customers do exist, but a few blunt sentences may remind you that there is nothing left to do now, just close the deal.
Try using one of the phrases below if, at the end of the process, the customer still hasn’t decided:
- “Is there any other decision makers or can we close now?”
- “I think everything is clear, are there any more questions before we close?”
- “Do you need some more time to think?”
Questions in this template are great for reminding you that a decision needs to be made at this point.
There is no need to be afraid of a negative answer. By the end of the process, we can no longer waste time with a client who won’t close. It’s better to invest effort in new leads than go the extra mile with a customer who doesn’t make a decision.
The topics covered throughout the text are the most important of the so-called consultative sale, a sales model focused on the customer’s feelings during the negotiation.
The idea in this model is to provide value, always highlighting the real needs of the lead.
There are other points to be addressed when it comes to consultative selling, but the three points mentioned here are able to accurately demonstrate what the role of the new salesperson is and what customers are expecting during a negotiation.
To learn more about sales techniques, methodologies and everything that involves business intelligence, visit the Sales Expert portal.
Alberto Brandão, the author of the article, is Content Manager at Moskit CRM and Sales Expert. He is also a columnist for the portal Papo de Homem and Medium Top Writer in the Startups category.