Monday, May 15, 2006

sales vs. goals


Another mistaken notion in business is Goals-Driven Sales.

Goals may have a place in a business strategy, but can only be considered *after* sales training, systems training, product knowledge, customer needs, consumer psychology, brand identity, corporate mission, central message, and competitive advantages are fully understood and complied with.

"Plan" or "Expected" or "Goal" numbers are wishes seeking numerical fulfillment in the relationships between sales staff and customers. Such numbers are quickly seen to be inauthentic when immersion in the actual sales environment occurs. At this time, the difference between numbers and human needs is apparent to everyone.

If a salesperson approaches you with "I've got to Make Plan, and I'm $600 behind, so I have to sell this customer at least three large-ticket items" in his mind and face, you're going to sense it immediately, and you'll put up resistance to his marketing-driven assault.

If you enter a store, and the salesperson acts unexcited, blase, pre-occupied, you pleasantly enter a zone of comfort, relaxation, and passivity. Suddenly, you're at ease and liking it. You like the feeling of peace, patience, warm and fuzzy softness. The soft, but stern, approach to sales is far superior to the fanatic, hysterically enthusiastic, pushy, hard sell strategy.

One is an approach, human to human.

The other is a strategy, a marketing angle, a pre-fab plan that seeks to impose its goals and numbers on everything.

A salesperson must be fully schooled in the product, corporate mission, brand identity, customer needs, and sales presentations. If the product's match with customer needs is truly amazing, the enthusiasm will come naturally to both sales staff and customers.

Staff and customer loyalty make a winning team for any company.

At times, sales may even be down because of it.

Due to the salesperson's loyalty to the long-term advantage of the company reputation and honor, she may decline to Make Plan, because the last four customers did not find exactly what they really needed.

Some items could easily have been "sold", just to "convert" the browsing consumer to a paying customer, and to Make Plan, but the customer would soon regret the not perfect purchase, and will hold a grudge against the company and the salesperson for bullying him into buying for the sake of selling.

2 comments:

Newsandseduction said...

'...bullying him into buying for the sake of selling.' How humourous!!

steven edward streight said...

It would be funny if it wasn't so annoying.