In the past few weeks there have been some interesting discussions around selling.  We work quite a bit in the Pharmaceutical Industry, where for example selling is rather different than in other industries.  For example, as a medical sales person, there normally isn’t an order taken.  Usually its a matter of gaining agreement from the customer - usually a doctor - to prescribe your product when they see the right patient.  Regardless of the industry or the customer, one thing is true of all sales situations.  People buy from people.  The product or service is important.  It has to be good.  It has to perform what it says "on the box". 

If the relationship isn’t managed well between sales person and customer - it matters not how good the product or service is.  It is equally true of post sales service and follow up.  Many industries don’t even think to follow up with a customer once they have been sold something.  There is a lot of evidence that by having good customer service and follow up that repeat business will follow.  That is also true of complaints.  The more you are able to manage complaints and have strong customer relationships, the more likely the repeat business.  Think about it.  When you have been dissatisfied with a service or product what happens when you complain?

If you are given a replacement or a refund or have the broken thing fixed - you are happy and likely to tell others of your satisfaction in things being put right.  If you are not given what you want - you will tell even more people never to use that company’s product or service.

Ensure your sales people develop the skills to manage relationships before, during and certainly after the sale.  That way you might just increase your returning customers.

See more about customer service here.

Emotional Intelligence is often looked upon as being one of those topics which is a bit abstract - a bit "Out There!"  However, if we look past the aspects of the subject which are academic and perhaps put us off, we may have a different view.  Emotional Intelligence is a phrase which was popularised in the 1995 book of the same title.  However, it has been researched over many years and is still in most cases on the fringe of people development.

Many studies exist which prove that having high levels of Emotional Intelligence enhances productivity and can actually reduce stress in the workplace.

Lisa Gardner of Swinburne University’s Centre for Neuropsychology surveyed 133 employees from a range of industries including marketing, information technology and engineering.  She said those with higher levels of Emotional Intelligence tended to be healthier mentally and physically. They were less likely to suffer sleeplessness, headaches, muscle pains and other physical symptoms associated with stress.

Emotional intelligence is the ability to recognise and express emotions in yourself and the ability to understand the emotions of colleagues. In a recent presentation from ihatemypc who maintain dta WORLDWIDE computer systems, this humorous video reminded us how much emotion does effect us at work.

Selling today is a sophisticated business.  Not because products are more high spec., or improved versions of their former selves.  Although this may well be the case.  Selling has moved into a new realm.  One of focussing on the emotion of the sale and the relationship between customer and sales person.  Sales people require high levels of integrity, the ability to demonstrate empathy and trust with their customer or client.

Features and benefits are still important, yet they are not the critical factor which determines which product or service a customer might buy.  They buy on emotion and because they "like" the sales person.  Perhaps put another way, they trust them.  It is vital that sales people use the traditional skills of selling coupled with additional skills.  Those of emotional intelligence, adapting or flexing their interpersonal behaviours and managing the post sales service.

These ideas may not be new although they are certyainly not implemented in many sales focussed companies.  The tradition of beating the competition with "better" products prevails in many.  Whilst product development is critical to stay ahead, the key differentiator is who sells it - and how!  Sales people need the skills of behaviour flexibility, self management to overcome the knockbacks and a big dose of integrity and realism.  After all, deep down, most sales people know you will not win a sale in one call or interaction.  Often not after two or three attempts.  After all, when developing any relationship it usually requires a bit of time and effort to get it right.  In the world of sales this same effort will pay off in increased sales.

To find out more about taking a relationship focussed approach to selling take a look at our STARS programme.