Every place I turn,
every new article I read continues to point to the fact that the Internet
is changing the way people buy and sell in their personal and business
lives. Many people are saying this is the death of the salesman. Well,
let me give you my perspective.
If you are referring
to the traditional salesman and the traditional methods of selling,
I agree. However, I'll argue that now is the time for the birth
of a salesman. This new sales professional will have to have
three things to survive; Value, Knowledge, and Talent.
1. Value -
Sales professionals will be measured in "Internet Time" by the value
they add to the business relationship. Gone are the days of simple order
taking and easy walk in business. Salespeople will have to add value
in every area of their career. From product knowledge, to knowing the
customer's business better than the competition. The rules have changed.
Ever wonder why it is harder now to get the appointment, to connect
on the phone, to have your direct mail read? You need to add value to
each and every step of the sales process to get ahead.
'2. Knowledge
- Traditional methods said you need to know your product/service better
than your competition. I agree. I'll also add, you'll need to know the
technology field, the trends, and the timing of both your product and
your customer's business. Why? It goes back to point #1, adding value.
Your customers will be able to get almost anything and everything from
a simple click of the mouse, surfing the sites. Why engage you? Because
you know what you are talking about, you know the trends and timing,
and you've done your homework on your customer. Bottom line; web pages
cannot do that….yet!
3. Talent
- Perhaps I should say, multi-talented. Tomorrow's sales professional
will have to be skilled in more than one line of work. Reason; your
primary line might be replaced by technology. Buggy whips, travel agents,
bank tellers, and traditional sales rep might be replaced by a "dot.com"
site, quicker than you can pen an argument back to me! Be ready; start
getting new talents in the marketplace to compliment your current strong
point.
If you sell today,
or run a business that employs sales people, I suggest you continue
investing in "research and development" of both your skill sets and
your product/service. Don't be caught flat footed when technology begins
to replace traditional selling paradigms.
Questions,
comments, concerns? Email me at tueffert@aol.com.