Connectors
DeaTh (anD RebiRTh) of a salesman
President of Electronic Connector Company (ECCO), Bernard Gizzi, offers a roadmap for sales professionals in the digital world
The real salesperson
Now, how does the 'live' sales professional stack up? Usually, a good sales person is a good listener with strong discovery skills, often using appropriate questions to discover a client’s problem.
Bernard JGizzi, president, ECCO
With the growth of the internet and online business-to-business search functions and transactions, it is often suggested that the need for a 'real live' salesperson has been greatly diminished. Particularly, in the electronics industry,many experts have questioned whether it truly pays to have 'feet on the street' when determining how best to reach customers for new designs.
I amhere to both confirmand deny this suggestion and offer a
roadmap for sales professionals to help themaddress the changing needs of customers, and suppliers, in the new digital world.
The ideal salesperson
First, let’s establish that the best salesperson has the following attributes. They should be a great listener, who asks the right questions. They should not be pushy, yet should show up whenever you need them. They should be knowledgeable and get the right answer in a timelymanner, as well as having good consultative skills and being enjoyable to converse with. Finally, they should follow up with support, even after the sale, and be good at problemsolving.
The virtual salesperson
So, how does the internetmeets these needs? It listens well. When you type in a question, it gets you an answer, just not always the exact answer you needed. Itmay requiremore time on your part to get an appropriate response. On the plus side, it's not pushy, it's always there 24/7 and it has amega database of information. Unfortunately, its conversation is often one way and most of the follow up is accessories offers or service plans, with problemsolving often referred to FAQ’s.
28 | January/February 2013 Roadmap to relevance
So, while the internet is a wonderful tool, a professional salesperson can augment its capabilities, adding value for customers and suppliers alike. The internet will not rest however, so sales professionals should consider this roadmap to stay relevant in their chosen profession.
Crucially, have the internet’s power at your fingertips whenever
speaking to a customer. Ask great questions to find the real needs of engineers and buyers. Then advocate solutions that guide customers away fromrisk and toward credible solutions. Be pleasant and bear inmind that the internet doesn’t buy lunch and is not as good looking. Finally, follow up to solve problems and if all goes well, ask for opportunities and referrals.
Remember - while itmay use algorithms and search engines,
socialmedia and live chat, the net cannot replace the astute and ever evolving sales pro.
eccochicago.com www.electronics-sourcing.com Too often, with all the pressures of
management, commissions and simply trying to keep our jobs, we are forced to be a bit aggressive in our quest to know what customers need and when. Plus, we cannot claimto be available 24/7, despite sleeping next to our smart phones.
Shipping connectors, on time and in full That said, sales professionals have access to
the internet also and can lower search time sincewe likely knowthe right search criteria,
andwe knowhowto assess the answers provided, to determine which solution is best for quality, reliability and availability.
Finally, sales professionals typically like to relate to others,
where being popular is defined by the engineering department knowing our designated donut day. Our follow up can often differentiate us amongst our competitors, especially if we are solving a problem.
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