Take a moment to reflect and cast back your mind to the days of the ‘hard sell’, the days of door to door salesman, double glazing ‘closers’ and the medallion man, car sales fast talker. Icons of bye-gone times, heros or merchants of menace? Perhaps, but many succumbed to their persuasive patter. Maybe even you! In fact there is something quite satisfying when you eventually say ‘Yes’ to an artful salesperson. You feel elated at the decision you have made and contented by the justification they have given you for spending your hard earned cash.

These stereotypes have historically become figures of derision because of their ‘pushy’ and occasionally underhand techniques, however perhaps today’s Sales Consultant or Account Manager could learn a few valuable lessons if they took a ‘Tardis’ trip back in time to the 70‘s or 80‘s. Imagine the scenario, one of your salespeople on a days accompaniment with Mr Number 1 salesman of ‘Get The Best Double Glazing’. Could they ‘cut the mustard’ and give him a run for his money or would they be shocked at his strong closing abilities?

Consider, what might they learn? They would certainly see a structured approach to the sales process, using attention getters, questioning techniques, features and benefits, clever price presentation, demonstrating value for money and of course a variety of closing techniques and magical objection handling demonstrations. Not so bad after all; these are, of course, all the foundations of traditional salesmanship, as an art and a profession to be proud of.

So here is the key question, in the 21st Century that is today is selling a dying art?

Some may say, we don’t sell to our customers anymore because apparently we have a relationship with them and the focus is on building these relationships. In fact many salespeople shy away from considering themselves as salespeople, preferring less direct names for their occupation, advisor, consultant, handler, manager. There is nothing wrong with these titles, in fact they fit more conveniently into today’s culture, however it is vital we do not lose sight of the salespersons’ true goal - to SELL.

Let me give you an example. Whilst conducting one to one training of a salesperson in the field we arrived outside the building of one of his largest customers, I asked, "What are your objectives today, what are you going to sell her?". A look of shock and horror appeared on his face and he replied, "I’m an account handler, I don’t take orders, I’m going to make sure everything is going okay and consolidate the relationship!".

Perhaps you may have seen the recent BBC2 TV programme, The Apprentice, in which Sir Alan Sugar is using a competition to recruit his second in command, he has chosen a group of 12 sales ‘high flyers’ to take part, the final winner gets the job. Each week the two teams have a sales task to complete. Their efforts make compelling viewing when you observe their general lack of sales expertise and finesse. There is one person who’s sales efforts consistently achieve results though her methods and style are at best pushy and at worst cringe worthy. Are these really the best we have in sales achievers today? I truly hope not!

So what is the answer, can we revive the dying art of salesmanship? Yes I believe so. We can’t and would not wish to go back in time to Mr Double Glazing, however we can strike a balance that combines true sales skills along with a focus on building productive relationships with our customers, where we provide service hand in hand with sales growth.

Now consider your own salespeople, do they approach each call with a clear sales objective? Do they sell? Could they sell more? Do they use a structured approach? Do they close at every opportunity? Could they learn from a refresher on the key skills of professional selling?

Call Jan Page at Performance Focus for a Free Consultation and a recommendation on a training package to kick start your sales results.

Tel : 023 92 250055 Email : janpage@performancefocus.co.uk