Why You Should Ditch the Sales Pitch

I love a good challenge.  While talking about sales training with
a sales manager from another industry, I made the statement, “Our kind of selling is different.”  The sales manager, who fancies himself as an expert and comes from a consumer-based background, took offense. 

He asked me to differentiate our type of sales from the sales background he experienced.

 

Transactional sales

Thinking back on the several hundred books on selling that I have read, I would characterize all but a handful as focusing on transactional selling.  Transactional selling is focused on making a one-time sale and then moving on to the next customer.  This type of selling is often used for commoditized products or services.  Think about the last computer you purchased.  Did the company create or provide anything that caused you to want to continue your relationship?  In my mind, the salesperson's goal was to make the sale – period. 

 

Our kind of selling focuses on building long-term relationships with customers.  The salesperson aims to understand the customer's needs and then provides tailored solutions over time.  Hence the commonly used term “Solution Provider” closely mirrors our world.

 

Here is a table that summarizes the key differences between transactional and relationship selling:

 

Feature	Transactional Selling	Relationship Selling
Goal	Make a one-time sale	Build long-term value-producing relationships
Products/Services	Commoditized	Complex, Customized, Higher cost
Sales Cycle	Defined Beginning and End	Ongoing and Continuous
Focus	Price/Delivery Product Features	Creating value for the customer Migrating values to meet future customer needs
Relationship with Customer	Short-term Ends when the customer decides on a product/service	Long-term Continues even when the customer decides to purchase a product from others

 

Many see transactional selling as a way to generate revenue quickly.  Sales managers in this environment are focused on numbers.  The whole approach is about creating more “at bats” for sellers.  Some of the more advanced practitioners of sales science study things methods of approach, scripts for each sales call, and even closing techniques.  Chances are if you have ever been subjected to a sales presentation for life insurance or a timeshare, the high-pressure closing techniques left a bad taste in your mouth. 

 

While I know salespeople in our industry who have attempted to put these types of closings into play, most quickly migrate to another line of work.  When regional sales managers for some of our suppliers attempt these tactics, most good sellers are reluctant to expose their customers to that person ever again, or at least try to control the situation. 

 

Our type of selling is a more sustainable strategy because it builds relationships with customers that lead to repeat business.  By understanding the customer's needs and providing them with solutions that meet those needs, the good salespeople in our industry create a loyal customer base that relies on their expertise forever. 

 

The cornerstones of success in our kind of selling include:

·        A deep understanding of the products, technologies, and services sold.

·        Expertise in how the products are used by customers – Application Knowledge.

·        Ability to recognize customer issues, sometimes before the customer realizes there is an issue.

·        The focus is on building relationships with customers.  This means knowing and understanding the customer’s needs and challenges.

·        Provide non-product value to customers.  This means helping individuals and organizations reach their goals and be more profitable.

 

The cadence is different in our kind of selling.

In a transactional selling world, prospects are clearly defined and approached as with products.  If no clear opportunities are present, the customer may go for months or even years without meaningful contact.  Our kind of selling involves regular follow-ups covering a wide variety of topics:

·        New technologies that can easily tie to existing systems.

·        Migration paths to new technologies.

·        Issues with equipment previously purchased.

·        Training and other service needs.

 

For new salespeople getting started is a daunting challenge.

Building trust in our selling world is crucial.  It's time to ditch the sales pitch.  Not getting an order right away but working towards strengthening the relationship with the customer can be more beneficial in the long run.  Books written for our type of sales activities are developed for experienced salespeople.  There is nothing for the neophyte salesperson.

 

Looking back at the cornerstones for success outlined above, new salespeople in our kind of selling need to learn thousands of products and how customers apply those products in their process.  Further, salespeople need to understand how to approach newly assigned customers in a value-driven manner.  

 

There needs to be a proven process for the new sellers to begin the journey.  As I thought through these issues, I set out on a path to create a primer for a newly assigned salesperson to systematically develop the right skills required to be successful in our kind of selling.  They need to be trained not to use the old sales pitch of the past.

 

After working with, coaching, and mentoring over 200 individuals in our kind of selling, I summarized what I and the young sellers learned into The New Sales Guy Project*, an effective, easy-to-read tool for our kind of selling.  

 

Before I go, I wanted to share the words of a rookie electrical distributor seller who recently worked through my new book:

 

Frank, I wanted to send a quick message saying thanks for providing content in the electrical distribution field. I subscribed to Electrical Wholesale, bought your book, and listened to your podcast.  Being new to the industry it’s been challenging to find information that’s relevant or even helpful to propel a career.  Your content has bridged the gap and has been extremely helpful.  I appreciate you passing along your wisdom and knowledge.

Frank Hurtte, Founding Partner of River Heights Consulting, shares his personal experiences with 28 years of "in the trenches" training and 18 years as a

consultant.  He serves as a personal coach to industry leaders across many lines of distribution.  He has authored 5.5 books (one is almost done) and has written hundreds of articles for national trade magazines, including IMARK Now Electrical Magazine.

Frank is also a sought-after copywriter of marketing materials for technology companies.  His charismatic, yet laid-back, easy-to-follow manner makes him a favorite among public speakers.

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