The Sales Force of the Future: It's Not About Selling

Jeff Gitomer coined the phrase at a recentgoals, industry, problems, his way of thinking, how
convention: "It's not about what you are selling, it'she makes money, his customer's customers, and
about what the customer is buying."In reality, theultimately, their problems. Again, it's about what
customer is not buying your product, he is buyingthe customer is buying.Caution: The Solution May
fulfillment for a need. Salespeople need toNot Be What it SeemsThat is why it is important
diagnose customers' business needs and createthat the "Sales Force of the Future" understands
solutions that help improve customers' businessthe customer's customer and the customer's
performance. What is the customer really buying?industry. Sometimes a solution that seems
Thomas Winninger, America's marketing strategistobvious is obviously wrong. My eight-year-old
states it simply with the following examples:"BMWgrandson, Zayne, drove that point home to me
doesn't sell cars, their customers buy a drivingjust last week. We got in the car to go down to
experience.""Kodak doesn't sell film, theirthe store. Being a responsible grandfather, I put
customers buy a magic moment.""Hertz doesn'thim in the back seat and told him to buckle his
rent cars, they get you out of the airportseat belt. "Gee, Grandpa we're only going down to
faster."Nowadays, salespeople must be problemthe store on the corner. Do I have to?" "Zayne," I
solvers able to generate solutions for customersreplied, "It's a proven fact that more than 75% of
in their time of need. Therefore, they mustaccidents happen within 20 miles of your home."
possess a great deal of knowledge about theirWith the seriousness and pure innocence of an
customers' business. Often, they must actuallyeight-year-old, Zayne looked at me puzzled and
define what those needs are because thesaid, "Then why don't we just move? "Finding the
customer may not know, nor take the time toPainBe more knowledgeable and conscious of your
explain.Customers want the "Sales Force of thecustomer's problem. You're no longer selling a
Future" to have the knowledge and intelligence toproduct, you're selling a solution to make their life
comprehend and analyze their problems beforeeasier, happier, better, less complicated, or more
showing up at the door. Customers will listen andfun. By understanding the customer's business and
buy from the salesperson that finds the "pain" andhis customers, you help them make a profit
takes it away. They want solution providers, notthrough both cost reductions, improved
the "coolest technology" with three adjustableefficiencies, increased value and increased sales.
speeds.The "Sales Force of the Future" recognizesThose solutions come in many forms and may
that it's not about what you are selling. It's not allhave nothing to do with your product. That's
about the product. They are knowledgeable aboutokay. Look for the pain regardless of what it is
the customer's problem, what he/she is reallyand focus on the solution.Customers don't want
buying, and translates the solution into the sale.Oldproducts, they want profits - or ways to make
and New FormulasAs today's sales environmentprofits. They want satisfaction, feelings of
leans toward a more multifaceted atmosphere,comfort, pride, praise and self-esteem. They are
salespeople must become strategists with a plan.people just like us. Well, maybe they don't have
This plan requires more knowledge about thethe same crazy genetics that we have as
business, better relationships and better solutions.salespeople, but they are just as smart, just as
Some old school salesmen may believe theycaring and have similar personal needs and
know what it takes. They have the experience.feelings.So, how do salespeople find the
They've been around a long time. They also maycustomer's pain and identify the problem? How do
be wrong. The world is changing. The "Sales Forcewe figure out what they are really buying? You
of the Future" is doing things differently. Theygain much of this knowledge by listening. I mean
recognize we can't afford to become complacent.really listening. You don't focus on pushing product.
Complacency destroys competitive advantage. AsYou focus on the customer and what he is telling
sales professionals, we can't become full ofyou. You research his industry. You talk to his
ourselves, no matter how long we've been in thecustomers and even his competitors, but carefully.
field, no matter how much experience we have.Once you have this knowledge and understand
Thomas Winninger emphasizes my point in tellingyour customer completely, you can provide
the story of the tortoise and the hare.In the fableintelligent solutions to almost any challenge. You
The Tortoise and the Hare, the tortoise didn't winhave raised your customer's expectations of you
the race. The hare lost it. He lost it because heand your company, which creates competitive
was stupid. He was too busy looking over hisadvantage. It's all about value - not the
shoulder wondering what the tortoise was doingvalue-added built into your product or your
instead of taking advantage of his strengths. Heservice, but it's about adding value to a situation,
was better, faster, quicker and smarter - but heto your relationship. Do this and you create a real
forgot, he became complacent.On the flip side, thepartnership with your customer and his
"Sales Force of the Future" understands thatcompany.It's Not Rocket ScienceSteps to follow:1.
everyday is a new learning experience. In the oldRelationships are still very important - Build them.2.
days when I was a salesman growing up inAnalyze the situation - Understand the customer's
distribution, sales success had a simple formula:
Relationship Selling. A mentor of mine drilled thatproblem before you talk about the solution.
formula into my head.Formula of Past Success:Listen, listen, listen.3. Be familiar with the
Develop a strong relationship with your customer,customer's past, present and future goals and
make friends with him, and he will find a way toadjust accordingly.4. Put yourself in their shoes.
buy from you.Relationships alone will not get youWhat would you want to hear? What would you
the sale today. Of course, they are still verydo?5. Talk to the "head man" - the hub - the one
important, especially to get a chance to evenwho makes the decisions and knows the
apply today's formula for success. Today'scompany inside and out.6. Know the industry -
formula is just as simple as in the past, butTalk to your customer's customers.7. Do your
remember, it's not about what you are selling, it'shomework - Surf the net and do research. Learn
about what the customer is buying. Figure outyour customer's business, his market, his
what he is buying - what solution the customercompetition, how he makes a profit, his customer
needs.and, most importantly, his personal pain in doing
Formula of the "Sales Force of the Future:"business.As stated earlier, relationships are still
Figure out what the customer is really buying.important. In fact, there should be multiple layers
Become a total solution provider by taking awayof relationships between your customer's firm and
the pain.Find the pain and make it go away, evenyours, not just one. What's the difference today?
if it has nothing to do with your product. It's aboutThe relationship is just the ante to play in the
being a total solution provider. Today's formulaworld of professional sales. Once we've
works because it creates competitive advantage.established those relationships, we must manage
It is the secret to success for the "Sales Forcethem well to provide maximum value to our
of the Future."In times past, salespeople werecustomers.The lone wolf sales approach of the
trained to focus on their product. They knewpast, the one I too grew up using, won't work in
everything about it - what features it had, thetoday's environment. The "Sales Force of the
benefits, how long it could last and what the redFuture" understands that. Times have changed.
button did when pressed. Salespeople talked aboutConsolidations continue to occur. Purchasing is a
the product until they were blue in the face.profession. Customers are smarter. They gain
Armed with brochures and warranties, they weremore market power everyday. The "Sales Force
ready to attack. But, in today's environment,of the Future" understands that it is no longer
customers want more, not just the latestabout Power & Politics, it's now about Principle &
technology and the best "widget" a person canProcess. Success for the "Sales Force of the
buy. They want complete solutions to all theirFuture" depends on an architecture aligned with
problems. Suddenly, the brochure and othercustomers' needs and profit opportunities.
marketing materials are simply support functions.Remember, it's not about what you are selling!Dr.
Buyers are more educated, more professional andRick Johnson () is founder of CEO Strategist LLC.
seek more than just products. They wantan experienced based firm specializing in strategic
efficiencies, market share and profit generation.Asleadership . CEO Strategist works in an advisory
Jeff Gitomer says, "You cannot puke all overcapacity with company executives in board
your customers with features and benefits." Inrepresentation, executive coaching, education and
the old days, we were taught to spray thetraining to make the changes necessary to create
purchasing agent's office with talk about thesecompetitive advantage. You can contact them by
features and benefits. When they asked questionscalling 352-750-0868, or visit for more information.
we were trained to watch their lips, and whenRick received an MBA from Keller Graduate
they took a breath, that was our sign to talkSchool in Chicago, Illinois,a Bachelor's degree from
some more. In contrast, the "Sales Force of theCapital University and his PhD in strategic
Future" needs to LISTEN more than 80% of theleadership.
time. UNDERSTAND the customer's behavior,