The Art of Selling
Jan 04, 2017 10:47AM
By Karl Schaphorst
One important decision must be made for the saleswoman to defy the odds. That is: make a deliberate effort to master the art of selling.
Regardless of gender, almost all sales engagements start like this: The prospect (i.e., the buyer) takes the position of authority, and the salesperson takes the position of submission. I call this “selling from your knees or begging for business.” This posture is never favorable for the sales professional since this often results in salespeople providing free services and information to prospects that may not result in actual purchases.
High performing sales professionals demonstrate their expertise by tactfully establishing equal business stature between themselves and the prospect. For the female sales professional, establishing equal business stature can be more challenging, mainly because of traditional societal pressure for women (and saleswomen) to adopt a submissive role.
All professionals, men and women alike, have their own sets of challenges to overcome. Those who can overcome their challenges enter into the elite group of high performers. Sales professionals spanning all across the gender spectrum must understand the challenges in their market. Understanding any particular challenge is one step toward success, because the challenges can be overcome.
Sales is the highest compensated profession on the planet. It also can be the most challenging profession. It is the women and men of the sales profession who are the frontline soldiers in business. They take all the shots and rejection, and then they repeat the slog again the next day. If you enter the battlefield unprepared and/or undertrained, you will get blown up a lot…which can figuratively (and psychologically) tear you to pieces.
Saleswomen, you must make the decision to invest in yourself and get the same kind of rigorous training in sales as one gets from school or college when pursuing a degree. In other words, get your bachelor’s degree in sales. The self-investment will most likely have the highest ROI compared to any other investment you could make.
Now, let’s visit Marcy*. Marcy is a professional saleswoman who works in the commercial flooring business and is an expert in her field. She works very hard, puts in a lot of hours, and prepares a lot of proposals. But she earns a wage that is less than what she wants. Over and over, Marcy demonstrates her expertise by pulling together information, doing the research, bringing in the right products, and delivering a workable solution even on the most challenging of projects. Then, to her horror, she learns that her prospect has auctioned off her intellectual property to a lower priced supplier.
In such a predicament, the prospect was in control (the authority), and Marcy was the servant (the submissive). The sales engagement had begun with the prospect calling Marcy and asking, “Can you put together a proposal for this project?” For weeks, I had been instructing Marcy to demand equal business stature by responding with, “I have the highest prices in town.” But Marcy was not comfortable with such an assertive stance. For years, she had been playing the role of servant.
Finally, she got out of her comfort zone and started to push back. Something remarkable started to happen. Prospects didn’t hang up on her. They didn’t always pursue the lower priced suppliers. Instead, they wanted to know why her prices were higher, which then began a sales conversation where Marcy was in control.
The prospects that wanted low price moved on without consuming Marcy’s time in proposal preparation. Those were the same prospects that would have put her (submissive) to work, consumed her time, and still auctioned off her information to the low price provider. Her new posture funneled the price shoppers to her competitors and funneled the prospects that wanted her value into an equal business stature sales conversation (which, more often than not, resulted in business). The marketplace saw a sales professional in Marcy and made no judgment based on the fact that she is a woman. That is a real manifestation of gender neutrality in the sales profession.
It is you—not your product or your gender—that make your business great. It is here where investment should be made to grow your business. So, what is your answer? Are you a professional saleswoman?
*Marcy is a composite character inspired by real people.
This article was printed in the Winter 2017 edition of B2B.