Death Of The Average Salesman
Death Of The Average Salesman
59: Don't be average.
Hello ladies, gents, cartoon animals and others.
Did you ever ask yourself why people hate salesmen? Not necessarily hate. But there is a stigma surrounding salespeople. Stereotype that the majority tends to associate with certain negativity. Thankfully for everyone participating on the sales side - the last few years changed a lot for the better.
With the increasing popularity of sales (especially tech sales), a lot of college grads are entering the profession. We feel things are getting better in that aspect. Since the stereotype around salespeople is slowly dying out. At least when we are talking about B2B sales.
What if the stereotype that's still around came from the average salesperson?
Average Salesman?
You might be wondering how you recognize the average salesman. It's not hard. Considering they are all around you. In case you are already working in sales - we are certain you already know quite a few.
Easiest example of the average salesman? Try going to buy a used car. We are not saying all are average. But at the same time, the chances of ending up with the average salesman increase exponentially. We are taking this as an example as most of our readers have been in the mentioned situation.
What’s the first thing you will have in your mind when they approach you?
Here comes the salesman → convincing me this is the perfect car for me and offering a “unique” discount. Exactly knowing what will happen.
What’s your perception of the salesman in that scenario? Low status. You think they are trying to run laps around you and profit as much as possible. Which is true. But add into the mix how they are sounding desperate and needy. In most cases, you will be off-put and your subconscious will tell you something is off. Meaning most likely you will not move forward with your purchase. At least not from that same seller. Now let’s put the same principles in a more complex environment. Such as B2B sales.
Do you think there is a difference? One could argue that it won't be the same in certain aspects. Starting from the “deal complexity” and amount of rapport required. But the same principles will still be applicable. You don’t want someone of low status attempting to sell you something. Because subconsciously you are unable to trust them. You are on the selling side? Don’t let yourself become an average.
How Do We Define The Average Salesman?
Pushy
Being overly expressive comes off as pushy. The average salesman has a fixed idea that it’s their part of the job to pressure people into buying. Always thinking they need to push more. Now combine that with excessive enthusiasm from the salesman. Pushy behavior can border on harassment. Often what sales individuals struggle with.
Needy
After being too pushy next most obvious trait of the average salesman is being needy. Neediness in sales comes from a few places. One of the reasons is not having a steady enough pipeline or the most “famous” one is an emotional aspect. Where salespeople are trying to fix their personal emotional insecurities. The biggest problem with emotional insecurities is that you are completely dependent on others to get validation. Resulting in the poor performance.
“Convince Mentality”
You can’t convenience someone to buy something if they are not in the market for it. Simple as that. Another idea that became popular in the sales circles. But at the same time, it’s wrong. Not every prospect is the buyer. Average salesman think it’s their job to convince others they want their solution. When you combine it with confidence or to be precise overconfidence. Something that will cause problems.
Can’t Shut Up
Idea that was popular back in the day. When it was preached you should always bombard the prospect with as much information as possible. Leaving no space for the “awkward silence”. Silence should not feel awkward in each case. Obvious trait when it comes to the average salesman. Especially when talking about the price of the item and getting straight into why that item costs X much. Trying to validate the asking price. Extra points if they are talking like a squirrel on 3 Redbulls.
No Confidence
Goes hand in hand with the possibility of shutting up we mentioned above. Nonconfident salesmen will feel obliged to explain everything to their prospects. Which as a result can end up being pushy and in certain situations can come across as needy. Reason? The average salesman is not confident in the product they are selling. Not just in the product. But in themselves also.
Scared To Disqualify
A great indicator of the average. There is no chance that the average salesman will disqualify a potential buyer. Not a single book or course will teach you that it’s okay to tell someone that the product you are selling is not the right product for them. Disqualifying your prospect brings certain “negative” tensions in the conversation and brings a risk you will not be able to “close” them. Meaning you lost the “deal”. Let’s be honest if that was the case. There was never a deal in the first place. The majority will feel bad about it. Average salesman for sure.
You will find a few of the traits mixed when dealing with the average salesman. At the same time, you will realize these traits are linked together. Creating a big picture of the incompetent salesman. Discovery we have made multiple times throughout our lives.
Looking to expand more on prospect perception?
Killing The Average Salesman
Sales is a learnable skill. Which means the killing of the wrong principles and methods is doable. Easy? Definitely not. The good thing is for those who entered the field recently or are yet to enter. Blueprint here is something that will push you to the top of your sales organization if executed right. Giving you clear instructions on what works and how not to be average.
How do we kill the average salesman?
Pushy → Assertive
Debate that will never go out of fashion when talking about sales. Should the salesman be pushy or not? What happens when we discuss a topic like this → Inexperienced salespeople often confuse being pushy with being assertive.
Result? You will get a sales individual who is on a certain side of the spectrum. Either on the “passive side” or “pushy side”. Rarely there is a middle ground. Which is far from optimal.
But being assertive while at the same time knowing when to “stop” is key. Wondering when you need to be pushy? When you are looking for prospect problems. This is the easiest way to explain it. Wondering how to be assertive? Dominate the conversation by leading things forward - not getting thrown off by the challenges thrown by your prospect.
Being assertive is not the same thing as being aggressive.
Needy → Non-Needy
Nothing will kill any deal faster than being needy. Anyone can sense desperation miles away. Something that applies in all areas of our lives from getting that job you want up to dating. Being needy is something we are subconsciously turning away from. Needines connects with the multiple “components” such as confidence.
Your goal should be to make everything look effortless - you don’t need them but you want them. Not the easiest job to get to that point since it will require experience and a certain mindset. One that is present when you have a steady and fat pipeline behind you ready to back you up.
“Convince mentality” → Realizing It Is Not Your Job
Fix when we are talking about convince mentality is quite simple. Young salesmen get lost in it because there is something present in all of us. Hope. Idea that we will be able to convince our prospects to buy. Instead what you should do is realize that not everyone is the buyer. As we mentioned multiple times on our Twitter profile. Buyers (prospects) are liars → Because they are not buyers in the first place.
Your job instead of convincing prospects to give you a chance and buy your product is to get rid of timewasters and spend your time elsewhere. On the activities that will help you reach quota easier.
Can’t shut up → Speaking Less
Similar to the “convince mentality”. It comes with the experience. When you become confident with the silence and cutting out the unnecessary noise. That is often part of the conversation when we are talking about sales and beating around the bush.
During the sales calls one of the easiest ways to dominate and lead forward is by saying only necessary things. No small talk no fluff. Prospects don’t care, neither should you. Result? It will allow the other side to engage and give you information you can use to your advantage.
No Confidence → Confidence
The formula is very simple when it comes to confidence. But requires the right state of mind. Only you as a salesman can change. The neediness we already mentioned plays a huge role in your overall confidence level. Since there is no needy and confident at the same time. At least that's our opinion.
Our advice? Become authentic with your prospects. Learn to set boundaries, communicate clearly, and fill your pipeline. What is going to happen is you are going to start building out the outcome independence which as a result will make you more confident in the long run. To make it in sales you need to be confident. Why would the prospect trust your offer if you don’t even trust in it?
A great way to track your progress is when you are thinking about stuff that made you feel discomfort in the past. You no longer feel discomfort doing that? Presenting the price to the prospect or asking them if they are serious about going further. Most likely you did develop your confidence levels.
Scared To Disqualify → Learning To Disqualify
Your job as a salesman is to disqualify those who are not the real buyers. Don’t listen to anyone else saying differently. There's no reason for you to waste your time on deals that will lead nowhere. You can be the best salesman in the world, but if there's no need for your product… You will not be moving forward.
Simple as that.
Don’t be the average salesman who is being strung along by their prospect. Always present in a way that you are giving them space to disqualify themselves. Especially early in the process when it’s crucial to separate timewasters from the real buyers. Easy way to recognize that someone should be disqualified? When you feel the other side wants to be convinced to move forward. This is when you should start presenting yourself and framing in the way they will either have to give you a straight no or move forward. Experienced salesmen will know that if the prospect can’t convince you they need your product. They are likely wasting your time.
No More Average
Not sure there is anything else to add when it comes to killing the average salesman. You have been given a blueprint on how to be different. Blueprint that will make you respect the prospect. But at the same time teach you how to set clear boundaries on what you expect from them to move forward.
That’s what separates the average from the quota hitters.
Sales are the two-way exchange of information. Not only from the prospect side. But also your side. Learn to read the field you are playing and how your prospects react. Depending on the complexity and type of sales. You will have to modify the concepts mentioned above to make it work.
Remember to communicate clearly and don’t be afraid to be different from your work colleagues. There is a good reason why the majority of them are not hitting the quota. No time to be average.
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Nice one
I saw your thread about ringless vms on the bird app. Keen to try it out. What average numbers are you pulling with this strat? Like reply rate/booked call rate etc.
And do you follow up with a call or how do you go about that?