THE ROLE OF THE SALES PROFESSIONAL
by John Ingrisano
Okay, this is a rah rah, motivational piece, so just settle down and enjoy it. The premise is simple: The sales professional makes the difference when it comes to both making the sale and maximizing the sale.
The sales professional plays a unique role in society and in our economy. He or she is a facilitator, a catalyst —- someone who makes things happen. It was a sales professional who convinced Grandpa to replace his push mower with one of those revolutionary self-propelled models. It was a sales professional who sold you the latest top-of-the-line techno gizmo with all the options you hadn’t realized were available. The sales professional is the link between the manufacturer and the buyer, between an innovative service and the people who “discover” its many features and benefits.
It takes a sales professional -- a person skilled in identifying needs of prospective buyers, making the buyers aware of those needs, and identifying the product or course of action that will meet those needs -- to communicate to prospects how a product will meet their needs and why they should buy it … and buy it (A) now and (B) from you.
In retail business, the prospective buyer comes to the salesperson. But just because an individual walks in the door does not mean that there will be a sale.
How many times have you walked into a store, especially during the holiday season, with a desire to buy “something” extravagant for your spouse or children? You may be out of your area of expertise (a husband in search of a new office tool for his wife’s business, or a wife looking for that special accessory for her husband’s boat) and desperately in need of sales assistance.
However, either no one shows up with an offer to help, or the one who does is indifferent or unknowledgeable and of no value at all. You probably end up making a blind stab at buying something that you pray turns out to be right, or you make tracks for the door. The store lost a sale, or made a smaller sale than it could have, because the all-important ingredient -- an interested, motivated, knowledgeable professional salesperson --- was lacking.
Now look at the other side of the coin. Think of the stores you have entered where you were greeted by a courteous, interested salesperson, a person who knew the products and made the extra effort to provide you with exactly what you needed. Such a person probably also knew how to maximize a sale:
“We have a lovely blouse that will go very nicely with that skirt. Let me show you.”
“This car features the latest GPS mapping system a hands-free communication center as standard equipment, and is one of the top-rated models for mileage. And did you know that this is our most popular seller.”
“What would you like to drink with your order? Also, let me tell you, our apple pie today is out of this world?”
The same concept applies to business, industrial, and financial services sales. After closing a major order, the office machine salesperson might suggest, “We have a special attachment for this machine which would allow you to use it in your accounting area as well. It will double your capacity at only a fraction of the cost.” After completing an application for life insurance on a husband, the life agent might ask, “How’s your new grandson? It’s never too early to begin thinking about that college fund.”
Never forget: The sales professional makes the difference when it comes to making the sale and maximizing the sale. Any questions?
So, work hard, make money, have fun … and keep making a difference by making sales. -- JRI
