When The Light Goes On

Nothing makes me happier as a sales manager or sales coach then when the light goes ON in a sales rep’s or sales manager’s eyes and they get that selling is not about them, but about the client. That moment when they realize that every email, every agenda, every presentation, every proposal they have constructed and presented is about them and they know they have been doing this for quite some time. Think about it.

Your emails are all about you with little to no thought as to what your client may want to get out of the meeting
Your agendas are structured with telling about your firm, your products and services with little thought as to what the client may want
Your presentations have multiple pages talking about your firm, your products and services with little thought as to what your client may want
Your proposals don’t start with an executive summary that identifies what you have validated are the priority goals, strategies and initiatives but starts with more about your firm, products and services

Everyone knows that they should find out more about the client and what they are trying to achieve – and many do. However, many sales reps just touch the surface, check the box and are simply just compliant with little to no real understanding of what is important from the client’s perspective. Read about “Know Your Client”. But once they get it, they are appalled since it seems so easy and can yield such positive results. However, until sales leaders and sales managers coach and make the client the priority, nothing will change. Everyone needs to stop worrying about telling all about them in a presentation or proposal or closing deals on your time instead of your clients’. The only upside to selling from your point of view is that people like myself will constantly make money helping those firms who finally realize they have to stop and get off the treadmill. And, trust me, it’s worth every penny to see that light go ON!

Janice Mars, principal and founder of SalesLatitude, is a senior business and sales executive with more than 30 years of experience helping companies build successful sales teams. She has parlayed that experience to help her clients to improve their sales processes, accurately forecast revenues, ensure focus on winnable opportunities, and attain consistent results. View my LinkedIn profile | Twitter

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