DEI Principles
The – Real – Role of the Salesperson
I have never been happy with the word, and subsequent use of the “proposal” in sales. It just seemed to me as being too dry to represent anything but the price.
Now we are in a new economy that requires salespeople to think before they act. They need to ask better questions and come up with a deeper response to the prospect. In fact, they need to make a full “recommendation” not merely propose a product purchase.
Let us look at the sale for a moment and understand that for the most part, the average salesperson is always up against the status quo. Meaning that the potential buyer is already using some form of product or service that fits their needs, or they have it “covered.” The introduction of a substitute item or even something brand new causes the seller to be an agent of change. After all, that is what we want; the change to what we have to sell.
By submitting a proposal, we have given in to the lowest relationship possible. When the bulk of the language is about the proposal, the prospect has reduced the value s/he puts on the salesperson.
Think of it this way. We are first seen as a “seller”, then maybe a “supplier”, then a “vendor” and maybe an “advisor.” The relationship takes those steps. When was the last time an advisor was afraid to suggest something new with conviction? When was the last time your doctor was afraid to recommend a course of action? Did s/he “send you a proposal” and let you decide?
If the seller truly believes that their product or service or approach is best in this situation – based on the salesperson’s diagnostic – why not say so clearly? “I’ll bring back a proposal” does not do it for me!
My suggestion is that salespeople develop firm recommendations that are filled with reasons why the buyer should change from the other person or product or process to us or from doing something internally to using us.. The information gathered by the seller would allow them to conclude that the recommendation will help the buyer do what they do better, and therefore is a safe bet.
Go back to that last sentence for a moment, and think through what I wrote.
The product/service has to be better and serve the client better than what they have now or there will not be a sale.
Too often sellers are afraid of attacking the status quo and even defend the buyer’s wrongful decision. A change in the word from proposal to recommendation, and the subsequent conversation about how that conclusion was reached, will dismiss that argument. Next time you are selling, go in with a “recommendation” not merely a proposal. Take your time to explain how you reached the conclusion outlined, and see if it doesn’t bring you more sales.
Based on an article by Stephan Schiffman, the original founder of the DEI Management Group (NY), now DEI International Sales System Ltd.
DEI Sales System, 6-9 Trinity Street, Dublin 2, Ireland. Tel: +353-1-6177890
