Was talking to a client’s sales force today on a training conference call and the idea of “changing the game” came up. I’ve always been a proponent of changing the sales game–so the prospect doesn’t treat you like they do all other reps that call on them.
What came out of that call was that there are three boxes we sales people find ourselves in. And the quicker we can extract ourselves from them–or avoid them in the first place (my choice) the better.
1. The Vendor Box
This is the box that all prospects want to put you in–as a vendor. Not as a “partner” or as a “trusted advisor” as many of you would like. But Vendor. (Even the word seems cold and harsh). Vendors sell things. But if you’ve read the 400+- posts on this site, we are ALWAYS talking about showing up as a problem-finder and solver–not as a seller.
So if you’re being treated like a ‘vendor’ don’t blame the prospect. Look in the mirror.
2. The Sales Box
This is what is on your card when you give it to the person. You can put “business development” or “account manager” on your card but to the prospect, it means sales. And to them that means, you’ll do/say what it takes to get an order/the business. So stop the non-sense. Don’t put yourself in the box, for God’s sake. Be different. Act differently. Stop selling and start solving problems.
And the minute you find yourself back in ’sales mode’ catch yourself and stop.
3. Box Box
What the hell is ‘box-box?’ That’s what happens when you actually do have a physical product you ship. Could be an appliance, or a capital good, or a supply. The worst thing you can do is cart out the “pots and pans” (boxes) and start pitching them.
Boxes should only be solutions to problems. So if you must bring it out to show, bring it out ONLY after you’ve gotten some sense of whether they have problems with their current box.
Great sales strategy should always pay attention to the landscape that exists when you show up. By knowing the three boxes you’re liable to get sucked into, you’ll be better able to handle it.
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Brilliant!
And yes, I have been saying this for years – so of course it’s Brilliant!
The Prospects all have correct, preconceived notions about who you are, these notions have been taught to them by all the sales jerks before you – don’t be like them…be you.