|
This
is always an interesting one when it's mentioned in my sales
training seminars, especially when I'm training a new sales team
or one with a few people new into a sales role.
When I start to talk about knowledge, the response I get from
them is usually something like "Andy, I've only been in the
company a few weeks, how can I be expected to know everything
about what they do?".
Let's
deal with this first of all. When you're new into a company, of
course your knowledge of the products or services the company
sells (and the company itself) is not going to be as strong as
someone who has worked there for years for example.
However, depending on your role and what it entails, initially
you may still be able to be effective without in-depth knowledge
of every area of the business. For example, one of the teams I
train recruits people brand new to sales, and trains them up in
their "way" - to eliminate any chance of "bad habits" and reduce
the chances of the salesperson having a pre-determined idea of
how they should sell. The role for this company is to make
appointments for the field sales team to see customers directly.
If
you were taking that role in the company above for example, it
isn't necessarily critical initially to have a huge knowledge of
what the company does, just a knowledge of what they might be
able to do for customers (added to a few more skills and
abilities) may well be enough. All they need to do is engage
decision makers, make them feel as though there's value in
meeting one of their colleagues, and then book the meeting! All
this can be done without an in-depth knowledge of the company or
the products or services.
In
addition to the above I've had salespeople on my cold calling
and appointment making workshops that have actually booked a
high level of appointments whilst only being at the company a
few days! As long as they can apply themselves on the phone and
engage and persuade the decision makers, that's the crucial
thing initially - to be backed up with more knowledge over time
of course.
When
I talk about knowledge of course, most people make the mistake
of thinking that I only mean the company you work for and their
products or services. However, this can throw up an even bigger
challenge! Some of the teams I work with have "technical" people
who are sometimes promoted into a sales role.
Now
I'm not necessarily saying this is a bad idea, but there are a
few major things to be aware of.
First
of all, how familiar do you think the technical person is with
the technical aspects of the product? Very I should think!
This is fine when they are selling to a technical buyer (in IT
for example, perhaps an IT Manager/Director or Chief Technical
Officer), but when they are selling to buyers unfamiliar with
the technical side (MD, Purchasing Dept, Financial Controller),
the tendency is to get too "caught up" in the technical aspects
of the product - which often has the affect of boring or
confusing the buyer to such an extent that they wish they could
get someone to explain it to them in more simple terms!
In
addition, when I talk about knowledge, I don't just mean of your
product or service and your company, but knowledge of your
industry, the business world, your clients, your competitors,
your profession - in fact, everything associated with your
role! If you want to appear to your clients as a professional,
trusted advisor start acting and talking like you are one!
Most
salespeople never bother to learn the strengths and weaknesses
of their competition, and then complain when they aren't very
successful selling against them! I wonder why.
Andy's Top Tips for Knowledge
Learn As
Much As You Can About Your Company And What They Do
Focus
on the specifics of things that are going to be most relevant to
the people you are talking to, and make sure you have a
high-level overview of the rest. This will give you more
confidence and increase your value in your customer's eyes.
Research
Your Competition Thoroughly
Start
with the competitors you tend to come across most often. Start
to understand their strengths and weaknesses, and which
situations you would have an advantage in. In addition if
you're a field-based salesperson, try and get some idea of the
strengths and weaknesses of the individual reps you're competing
with as well - that can also give you a big advantage!
Know About
Your Client's Industry
Now
I'm not necessarily suggesting becoming an expert on every
single industry, but if you look at your client base, you'll
probably find there are one or two industries that you do
particularly well selling into! Make sure you know the trends
and latest news in their industry - at the very least subscribe
to their industry magazines.
To find out more about Andy or to discuss any
aspect of improving sales performance you can contact him on
+44 845 130 6779 or visit
www.outstanding-results.co.uk
Part 1:
Confidence
Part 2:
Self Motivation
Part 3:
Knowledge
Part 4:
Passion and Enthusiasm
Part 5:
Organising
Yourself
|
