What type of salesperson are you?
Howard Stevens writes (http://www.chally.com/thosewho1.htm) that there are distinct positions in each sales team. In sales, he suggests that there are Closers, Consultants and Relationship Builders. Stevens continues that each person, if they are going to be absolutely the top in sales, cannot be more than one of these.
I know that for myself, the "Consultant" type is front and centre. I don't have to think about it, I don't have to pump myself up to work in this way. It just is there, for me. The "Relationship" type is a very strong second for me and I think fits very effectively in with the "Consultant" type. But the "Closer" type, for me, needs preparation, energy, thought and a pep talk before I start. And that is all well and good. The important element to being a professional salesperson is to know for yourself which is your dominant trait, and make sure that you are working in it.
Stevens' analogy is a baseball team, where at the professional level, while a pitcher and a shortstop can both catch and throw a ball, they cannot change positions and be effective at that level. So, in your early career, you may have had jobs that did not play well on your strengths. But you sucked it up, put on a good face and went out and did your best. However, as your career progresses, you will find that it becomes more and more difficult to stay in a role and continue to improve, if it does not fit the type of salesperson you are.
Interestingly, without saying it in so many words, Stevens touched on how each of these types will be needed at different stages of the product adoption cycle. A new technology or product, before the "chasm" needs the Closer type of salesperson. The buyer at that stage will make their own evaluation of the product and what they need is someone to get the information in front of them. Too much hand holding, and an early stage buyer will walk away frustrated. Once the product is through that stage and climbing into early majority, the bulk of the customers need someone to help them to evaluate the offering. This is where a good Consultant type sales person will be most effective. And in late majority, the prospect just wants someone they trust to tell them what to do. This is the Relationship type. What this tells us is that if you were highly effective at the early stages of a company, and you are now feeling stale or uncomfortable in the type of selling you need to do, it is not you who changed, but the customer and their needs. Particularly Closers, you will find yourself moving on to new products as the product life cycle matures.
For the people hiring salespeople, what is the stage of your product cycle and does your team reflect the right type of people? Don't hire a Consultant or Relationship type for a new company. And don't get a closer to sell life insurance. Interestingly, I recently turned down an opportunity to work for someone who has become a friend of mine. I don't normally turn down perfectly good jobs. I couldn't quite put my finger on why it would not have worked for me. That was before I read this article. Now it all falls into place. His product, as cool and perfectly designed it is for me to use and support, is very cutting edge. He needs Closers (and he is one himself) to build the energy and find all of the early adopters to build the buzz. As I note above, I know that is not me, and to be totally professional, I cannot sell for him.
So here is the takeaway for today: Review Stevens' list of styles, skills, strengths and personal characteristics for each of the sales types, and just circle those that you feel you are strong in. I did this for myself and found a very interesting map. As a professional, are you aware of your own sales-type map, and what are you doing about it?
I know that for myself, the "Consultant" type is front and centre. I don't have to think about it, I don't have to pump myself up to work in this way. It just is there, for me. The "Relationship" type is a very strong second for me and I think fits very effectively in with the "Consultant" type. But the "Closer" type, for me, needs preparation, energy, thought and a pep talk before I start. And that is all well and good. The important element to being a professional salesperson is to know for yourself which is your dominant trait, and make sure that you are working in it.
Stevens' analogy is a baseball team, where at the professional level, while a pitcher and a shortstop can both catch and throw a ball, they cannot change positions and be effective at that level. So, in your early career, you may have had jobs that did not play well on your strengths. But you sucked it up, put on a good face and went out and did your best. However, as your career progresses, you will find that it becomes more and more difficult to stay in a role and continue to improve, if it does not fit the type of salesperson you are.
Interestingly, without saying it in so many words, Stevens touched on how each of these types will be needed at different stages of the product adoption cycle. A new technology or product, before the "chasm" needs the Closer type of salesperson. The buyer at that stage will make their own evaluation of the product and what they need is someone to get the information in front of them. Too much hand holding, and an early stage buyer will walk away frustrated. Once the product is through that stage and climbing into early majority, the bulk of the customers need someone to help them to evaluate the offering. This is where a good Consultant type sales person will be most effective. And in late majority, the prospect just wants someone they trust to tell them what to do. This is the Relationship type. What this tells us is that if you were highly effective at the early stages of a company, and you are now feeling stale or uncomfortable in the type of selling you need to do, it is not you who changed, but the customer and their needs. Particularly Closers, you will find yourself moving on to new products as the product life cycle matures.
For the people hiring salespeople, what is the stage of your product cycle and does your team reflect the right type of people? Don't hire a Consultant or Relationship type for a new company. And don't get a closer to sell life insurance. Interestingly, I recently turned down an opportunity to work for someone who has become a friend of mine. I don't normally turn down perfectly good jobs. I couldn't quite put my finger on why it would not have worked for me. That was before I read this article. Now it all falls into place. His product, as cool and perfectly designed it is for me to use and support, is very cutting edge. He needs Closers (and he is one himself) to build the energy and find all of the early adopters to build the buzz. As I note above, I know that is not me, and to be totally professional, I cannot sell for him.
So here is the takeaway for today: Review Stevens' list of styles, skills, strengths and personal characteristics for each of the sales types, and just circle those that you feel you are strong in. I did this for myself and found a very interesting map. As a professional, are you aware of your own sales-type map, and what are you doing about it?
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