- IT Services
- Mobile App
Salary of senior sales rep in company is north of 7.5 lakhs per annum, excluding expenditure incurred in training and travelling to convert potential prospect to sales. Therefore, it is of paramount importance to understand what defines a good Sales rep for startups specific need rather than focusing on which sale methodology to implement in sales funnel.
There are umber of framework - SPIN, N.E.A.T, Conceptual, SNAP, The Sandler System, Customer-Centric Selling, Solution Selling, Inbound Selling et cetera which teach about sales methodology. We wonder which one is right for us? Which will work in our unique business environment? And other methodology related questions but most important question, “How good is my sales rep?” – Is never asked until it too late.
It is rightly said that, “A chain is as strong as the weakest link,” therefore focus needs to be shifted to attributes that defines the effectiveness of sales rep rather than sales methodology. Well, there can be n number of details that can go into assessment but elements that underpin the effectiveness of sales rep are provided below:
1. Sales rep effectiveness in customer interaction
2. Resources available with Sales rep
3. Customer buying task and decision making
4. Customer-Sales rep rapport building capacity
Let’s take a deep dive.
Every time, sales rep engages with potential clients they have opportunity to modulate their behavior according to the specific customer and situation they encounter. Therefore, flexibility of behavior is cornerstone which is further manifested in communications during interaction and establishes trust for rapport development. In some interactions sales rep might find it more advantageous to present themselves as similar to their customers, while in other interactions sales rep might find it more advantageous to be perceived as an expert.
General metric for manger is RFP, Purchase Order and, Volume of Business. But, effectiveness needs also to assessed from the perspective of the sales rep rather than the sales-customer dyad and metrics can be time of meeting, number of times client choose to laugh, their willingness to talk about other subjects. Even though this criterion of effectiveness does not explicitly fit into conventional knowledge or metrics like customer satisfaction, customer satisfaction is considered implicitly because effectiveness is defined across customer interactions.
Open/Direct - When open/direct influence attempts are used, the purpose of the influence attempt is not hidden. It is recommended approach for C-suite executives who have subject matter expertise experience enough to understand product, services or world.
Closed/indirect - Closed influence techniques involve the use of deception and hidden purposes and works good for one specific interaction. However, if deception is immoral and unethical then customer consciously or sub-consciously will not be satisfied with the product, and realizing the deception, would not buy products from the sales rep in the future. Thus, use of this influence mechanism is not sustainable, even though it was effective in one specific interaction.
Business/Product – Communication that attempts to reduce the risks associated with product performance is most utilized influence technique everywhere. In addition to messages-information messages directed toward the product and the purchase decision or can be comparative analysis of various product that is understood by customer.
Emotional/Personal– Are directed with towards the customer with the intent of appealing to psychological needs and improving customer-sales rep relations. Emotional messages attempt to reduce risks associated with the social consequences of the purchase decision.
To be continued…