Selling What You Have

If we only had …



I just spent two days on the road with one of my client’s sales reps. Like any sales manager, I like to do ride-alongs when I can because it is the best way to really get the lay of the land and see what the client is facing in the market. From that, we can more accurately help them increase their sales.



They already know their problems.



It’s amazing how every sales person who is not hitting quota can tell you why they can’t sell more. "If we only had a left-handed version we’d be burning up the street." "If we had it in blue, everyone would buy from us." "If we made a lighter model we would own the market!" "If we could match the competition and sell it for $183, we’d win every deal."



That’s what they say.



Now here is the truth. Most sales people fall into one of two groups. They are either ‘market servers’ or ‘market seekers’. Market seekers tend to chase mirages. They see five possible opportunities for every one they can serve. They constantly complain about the deals they could have had if only they had the product or the service to give the prospect.



The market servers, on the other hand, connect what they have with those who want to buy it. They realize there is a huge world out there and somewhere, under a rock or behind a hill, are enough deals to exceed forecast every time.



The reality?



The market share of most sales reps is so small that they could double their sales and never add another offering. In most cases, they could double their sales and never add another client!



So what’s the solution?



First, know your market and stay focused on it. Sell what you have and not what you wish you had. When you see opportunities for new products or services, send an email to the marketing department, then go back to selling what you have.



Second, sell to those who will buy what you have. The rep I was with was complaining that their company only made their product in one variety, call it type A. "Everyone wants both type A and type B. If we had both, we’d be able to sell it" he said. Funny, at lunch we heard that one of the largest dealers in the country only wanted to stock type A. Sounds like a great prospect to me!



Third, cheat?



Back in school, it was cheating to look at someone else’s work. That was then. Now, looking at someone else’s work is called research. Look at the top sales people in your company or industry and examine what they sell and who they sell it to. If you copy the best, you’ll certainly learn a few things.



Selling is hard work. Don’t make it tougher by spending your energy chasing impossible deals or complaining about things you can’t change. Spend that energy selling what you have and you’ll find you will be happier and more successful.



And the rep I was with? He’s a market server of the first degree!