While presenting to a large group a few weeks ago, an audience member approached me during a break. He liked my content, but questioned whether I ever had an official sales role – with a territory, budget, etc.? I replied that I did in fact spend years as an outside salesperson, sales manager and in a few other roles to boot before ever getting into sales training. I went on to mention that I’m still selling today…selling something…ideas…content…influence, etc. I have learned a lot in a multitude of sales roles, and also a lot in a sales training career. There is an old saying that goes, if you want to learn something well, teach it, and that is certainly a valid point.
Two of the more valuable sales lessons came to me nearly 20 years ago, early in my sales training experience. My start in sales training came while working for a distribution company called Norandex, which at the time was owned by Owens Corning. They were hiring a national trainer to replace a retiring gentlemen named Ralph Kreidel (Some folks may remember him…great guy!!). I was a long-shot candidate who eventually won the opportunity to start in that role. To this day, I remember some advice that a gentleman who worked with us locally gave me upon hearing I was moving into a corporate role. His name was Ron Waterfill and he had served in the United States Marine Corp. He said “let me tell you all you need to know about training – they taught us this in the Corp. Tell them what you’re going to tell them…tell them…and then, tell them what you told them.” My first thought was: Yeah right, appreciate the advice. But you know – he was right. Repetition helps the audience retain what’s being covered. It also helps the speaker dial in a message, keeping it consistent and succinct. This piece of advice would also be relevant for any sales presentations you find yourself conducting. Communicate more effectively and the messages are received and retained on a deeper level.
While conducting my very first training session in St. Louis, Mo., I was challenged by one of attendees over the material that was being covered. We were discussing value propositions, the importance of questions, and tailoring your offering to the needs of the customer…basic stuff. Suddenly a hand shot up amongst the participants and a gentlemen said “Hey, I appreciate the attempt to discuss the value we bring to customers and how important that should be, but I must tell you, it will not work. This is a tough market; customers will leave you for $1 a square (We were discussing vinyl siding). I have lost customers over a $1 difference in the cost of a product, so you can talk about value all you want, but the reality is, it is a low-price market.” I was thinking Wow – I am conducting my first training session, and within a couple of hours, am being challenged in front of the whole group. Not really knowing what to say next, I paused…looked around at everybody staring back at me and responded: “That’s great news, really. All we have to do at the next break, and I’d be happy to do it, is call your manager and get you permission to sell vinyl siding for a $1/square less than everybody in the market. The orders should start rolling in, right?” He looked a little puzzled, not sure where my line of thinking was headed. I continued “You walk into a contractor’s office who is happy where he is buying vinyl siding. You lay a product sample and price list on his desk that is $1/square less than what he is buying, walk out, and wait for him to call you. How long will it be before he calls you?” He responded, “He probably won’t call me.” I shot back: “Then it’s not about $1/square!!” That gentleman was carrying this emotional price baggage around with him. From a pricing perspective, you must be in the ballpark, but many times, salespeople put a much higher priority, and an internal pressure on themselves, on pricing than the buyer. Do not be afraid of price. Present your price confidently and be prepared to defend your position. Happy Selling!!
