Our industry has changed, and continues to change, and at some level, like oil and water, there is a separation that becomes apparent. This came to light during a recent interview with Mark Graham and Kirby Hasseman from PromoKitchen. Mark asked what I felt was the biggest challenge facing our industry. “I feel most distributor companies have continued to do business as they always have and are seemingly closed to the possibilities of what they can or could be,” I responded. “The folks in our business need to look at the market and really listen to what clients are saying about what they need and want, not what we think they need and want. It doesn’t work that way. We need to think more like marketers.”
“Do you think it could be that most people are salespeople and not marketing people?” he asked. For me, that question was an epiphany and was the catalyst for this article.
The Big Gap
Among distributors, I find there are basically two mindsets: of the salesman and that of the marketer. I think it is valuable to explore both. My belief is that salespeople must develop a marketing mindset or they will always be relegated to the commodity sale. Some may argue that there is nothing wrong with just “selling stuff,” and if that’s what you want to do I would not try and convince you otherwise. But these are the same people who complain about price cutters, online promotional companies, vendors that go direct, etc. It is true that these entities exist but it does not mean that you must do the same as they do – you can change. Here are the unique differences:
The Sales Mindset • Hunt and persuade
• Want more and more
• The goal: buy something
• Instant success
The Marketer Mindset
• Genuine, build relationships
• Build loyalty
• Client experience
• Long-term success driven
To compete in today’s competitive market, it is imperative that we develop and sharpen skills that set us apart from the competition. Years ago training for new salespeople went something like this: “The codes are A, B, C / P, Q, R that equates to 50, 45, 40. These are catalogs, this is how you read them. Your friends and family use this stuff. Now go get ’em, tiger!”
That may have not been your training but it was mine and for years that’s how I went to market. I even bought into the idea of going in at low margins and “ooching” them up once in the door – it didn’t work then, won’t work now.
Have you ever wondered why:
• You seem to get the one-and-done orders?
• Repeat business getting more difficult?
• Clients seem to be shopping every time an opportunity arises?
• Price seems to be the single greatest issue?
This can change. Stop and ask yourself:
“What are my performance standards to determine if my clients are feeling valued?”
“Do they see me as a “salesperson” or as a strategic partner – a marketer?”
Asking great questions is probably the single best tool you have in your arsenal when it comes to selling, yet it is the most underdeveloped. While doing some research for a presentation I came across a marketer who spoke specifically about the need for questioning.
He believes that in order to be effective you should have prepared 40 questions for a 20-minute interview. When I share this during presentations people ask me if I have a list. No, I do not. Because every situation is unique. The key is to be prepared ask great questions and continue to probe; you’ll be amazed at what you uncover. By the way – the key to asking great questions is being an active listener.
What Leaders DoApple is a leader in its industry. Apple doesn’t sell its product directly – it creates the desire for an “experience” by the user. Apple discusses what the customer can do with its product vs. what the product does. If you want a great lesson about this, I recommend listening to Simon Sinek's discussion, “
How Great Leaders Inspire Action,
” on Ted Talks. It is a compelling narrative on how true marketing engages, empowers and draws people in, and inspires others into action.If we are to lead in our field as marketers, we need to understand that sales are merely a process of trying to persuade someone to do something. Conversely, marketing is a skill set that involves cohesively combining questioning, creative and analytical thinking and melding all of those elements together to create a solution that will ultimately aid the end-buyer in achieving his/her goals.
Clients rarely want to be told; rather, they are looking to be guided. If you are making your living selling stuff, then it is going to be a long bumpy road – and it’s getting more difficult. Google “promotional products discount codes;” you'll find what every smart, young internet savvy buyer can find – your “secret” codes. It’s time to think differently.
• Clients can find stuff on the web… they don’t need you for that
• Clients are begging to be guided
• They don’t have time to explain their businesses – do your research, this will help in the development of those 40 questions that will truly help the client
• Clients want to work with folks who know their stuff – become an authority
• Start getting comfortable with being uncomfortable, as Seth Godin wrote.
Over the years of coaching and mentoring salespeople and marketers I have found that most marketers are truly under-appreciated while salespeople are severely overrated.
Through persistence and developing and honing marketing skills you can, as John Jantsch’s book title epitomizes, “Think Like A Marketer – Sell Like a Superstar.”
If you want to know if you have what it takes to be a true marketer take this quick test:
• Do you find yourself thinking on many levels to solve a problem?
• Do you come up with multiple answers for the same problem?
• Are you an innovative thinker?
• Do you think micro and macro… at the same time?
• Can you organize and gather large amounts of information, draw sound conclusions and share your findings in a concise manner?
• Can you organize and orchestrate teams (pulling several supplier partners together) and get things done in a timely manner?
If so, you may have what it takes to be a real marketer. If you can do these things and present well you may become incredibly profitable by bridging the gap between the sales and marketer mindsets.
**Special thanks to Mark Graham and Kirby Hasseman for inspiring this article – you can listen to the PromoKitchen Podcast with me in its entirety at
www.promokitchen.org/blog/promokitchen-podcast-93-cliff-quicksell.
For more than 30 years, Cliff has been speaking, training and consulting internationally to associations and national business groups on more effective ways to market themselves, their products and services, as well as motivating their personnel. Recognized by PPAI for his creativity, he has won the prestigious PPAI Pyramid award 25 times, and the Printing Industry's PSDA’s Peak Award for creativity five times in three years. He has also received PPAI's Ambassador Speaker of the Year Award six consecutive years and was the inaugural recipient of PPAI's Distinguished Service Award. Named one of top six industry speakers and trainers, he also was recognized by PPAI in the book, "PPAI at 100," as having a significant influence in education. He has also been recognized by Counselor Magazine as one of the Top 50 Most Influential People in the Promotional Products Industry. You can engage with Cliff at http://www.myengagepage2.com/cliffquicksell.