Sales people have traditionally received a bad press, principally because the media & joe-public only have contact with high street, telephone & door to door sales people. I'm not saying that all of these guys present a poor image of sales people but they don't help the profession.
In my 20-years experience, successful professional business to business sales people, whether selling wind farm equipment, laboratory services or automation technology, have always demonstrated these so-called 'future' characteristics. Despite the interesting title I see little wisdom or forsight in this article.
The Salesperson of the Future: A Profile
By Geoffrey James | April 20, 2010
Geoffrey James
Sales Machine
Biography
Geoffrey James
Geoffrey James has sold and written hundreds of features, articles and columns for national publications including Wired, Men's Health, Business 2.0, SellingPower, Brand World, Computer Gaming World, CIO, The New York Times and (of course) BNET. He is the author of seven books, including Business Wisdom of the Electronic Elite (translated into seven languages and selected by four book clubs), and The Tao of Programming (widely quoted on the Web as a "canonical book of computer humor".) He was also co-host of Funny Business, a program on New England's largest all-talk radio station and has given seminars and keynotes at numerous corporations, including Rackspace, Gartner, Lucent and Houston Industries. Geoffrey attributes his success to the uncommon realization that freelancing is "50 percent sales and 50 percent delivery." When writing about Sales, he draws on his prior experience marketing and selling multi-million dollar computer systems, his daily experience selling his own services, and the fact that every month he's personally being coached, one-on-one, by the world's top sales trainers.
I recently asked some CEOs and sales experts to name the characteristics that successful salespeople will need to succeed in the future. Their response suggests that the stereotype of the fast-taking “sales guy” is woefully obsolete.
Here are the best answers that I got.
The salesperson of the future will be…
- …introverted rather than extroverted. Traditionally, most of the people drawn to a sales career have been of the “interesting extrovert” variety but, today, the “interested introverts” often do better because they tend to be curious about the customer and more willing to let the customer dominate the conversation, as opposed to the extrovert who is constantly trying to prove how interesting he or she is. Source: sales guru Tom Hopkins.
- …a collaborator rather than a communicator. With the Internet, the customer and the sales rep typically knows a great deal about each other’s firms. As a result, the selling process becomes a matter of filling out the details and coming to a deeper understanding. Rather than providing information, the seller participates in a mutual educational process between the supplier and the consumer of a product or service. Source: Bob Carr, CEO of Heartland Payment Systems.
- …a negotiator rather than a convincer. Traditionally, selling was seen as a way to change the preferences of a potential buyer so that he or she is more likely to buy. Over the past 20 years, however, this has undergone a big shift, so that sales is now seen as a negotiation skill that helps people reach agreement. Source: Max H. Bazerman, Professor, Harvard Business School.
- …an expert rather than a generalist. Because sales jobs are becoming more specialized and professional, it is easier to teach the sales process than it is to teach business knowledge. For example, companies that provide process control systems to refineries now look to hire individuals who have been refinery managers, while companies selling ER management software look to hire ER nurses. Source: Jeff Thull, CEO of Prime Resource Group
- …a professional rather than a tyro. Business schools are taking sales more seriously. Universities are definitely adding sales into the curriculum, even though in the past it was not considered theoretical enough. Sales as a profession has gained status as people, both in business and in academia, realize that sales engagements are much more complex than in the past. Source: Linda Richardson, author of Perfect Selling (McGraw Hill, 2008)
READERS: What do you think?
More from “Sales Machine”
Talkback Most Recent of 24 Talkbacks
RE: The Salesperson of the Future: A Profile
Hunza
04/20/2010 06:06 AM
RE: The Salesperson of the Future: A Profile
In my years of experience, I can honestly say I have not had the privilege to encounter a sales force like the one described above. I can
think of maybe 5 salesmen that fit the "future profile", the other ones
(close to 100) fit the poor salesman image because that's exactly what
they portrait, specially the ones that have been in one company for
more than 10+ years. The longer the sales rep is in one place the less
they do. That's a fact. The over-confidence, laziness and stop-caring
because the accounts still buy without them actually doing anything is
what stops them from growing in their own field (personally as
professionally).
think of maybe 5 salesmen that fit the "future profile", the other ones
(close to 100) fit the poor salesman image because that's exactly what
they portrait, specially the ones that have been in one company for
more than 10+ years. The longer the sales rep is in one place the less
they do. That's a fact. The over-confidence, laziness and stop-caring
because the accounts still buy without them actually doing anything is
what stops them from growing in their own field (personally as
professionally).
Ferguz
04/20/2010 02:26 PM
RE: The Salesperson of the Future: A Profile
Can't agree with you more, Geoffrey.
I'm involved in a project to create the training and development structure for the sales organization of a very complex, very big multinational high tech firm. The only kind of salesman that can triumph in selling such products, so diverse and complex as they are, are the ones that fit those points (number 2 and 4 in particular). Account planning, method, and a great deal of specialization in the product and in the industry they are selling to are today what will define sales teams.
I'm involved in a project to create the training and development structure for the sales organization of a very complex, very big multinational high tech firm. The only kind of salesman that can triumph in selling such products, so diverse and complex as they are, are the ones that fit those points (number 2 and 4 in particular). Account planning, method, and a great deal of specialization in the product and in the industry they are selling to are today what will define sales teams.
conlad
04/20/2010 02:54 PM
RE: The Salesperson of the Future: A Profile
I agree that a sincere desire to help is vital. Where I disagree with the article is the last one of business schools teaching sales as a profession--people do not want to be sold told and that is what 'sales people' do. Turning it into a formalized profession would smear the name more than what it has already been smeared. Taking and implimenting the other suggestions (correctly) will make for an amazing sales team.
mel@...
04/20/2010 05:58 PM
RE: The Salesperson of the Future: A Profile
Defintely all great principles of becoming a great sales person however some companies have unrealistic expectations esp targets although most of us would like to perform the above the limited timeframe reiterates the stereotypical salesman.
I think until businesses realise that in order to get there faster they need to go slow, not speed! And set the expectations of their investors to this.
I think until businesses realise that in order to get there faster they need to go slow, not speed! And set the expectations of their investors to this.
Jmam003
04/20/2010 07:37 PM
RE: The Salesperson of the Future: A Profile
I have some comments over,
1-I think a professional Extrovert is better than Interested Introvert provided he can be curious about the customer and more willing to let the customer dominate and express himself and his needs.
2-A good salesman should be a good collaborative communicator both of , not only one , as they compliment each other and they don't compete.
3-Negotiator must be a good convincer, as convincing is a part of negotiator's arsenal.
4-Expert VS Generalist:
Generalist with excellent technical knowledge and excellent selling skills is better than Expert without Excellent Selling skills.so either to develop Selling skills for experts or develop technical skills for generalist...is big issue needs close up examination for both candidates .
5-Today customers become very informative and very skilled by BUYing skills so they need very well talented salespeople with good technical knowledge and must be on continuous development plans
It's the company role and shape the future of salespeople by development rather than selection shift.
Samir
Sales Manager
BioPhamraceuticals
1-I think a professional Extrovert is better than Interested Introvert provided he can be curious about the customer and more willing to let the customer dominate and express himself and his needs.
2-A good salesman should be a good collaborative communicator both of , not only one , as they compliment each other and they don't compete.
3-Negotiator must be a good convincer, as convincing is a part of negotiator's arsenal.
4-Expert VS Generalist:
Generalist with excellent technical knowledge and excellent selling skills is better than Expert without Excellent Selling skills.so either to develop Selling skills for experts or develop technical skills for generalist...is big issue needs close up examination for both candidates .
5-Today customers become very informative and very skilled by BUYing skills so they need very well talented salespeople with good technical knowledge and must be on continuous development plans
It's the company role and shape the future of salespeople by development rather than selection shift.
Samir
Sales Manager
BioPhamraceuticals
mohsamhef@...
04/20/2010 10:33 PM
RE: The Salesperson of the Future: A Profile
I agree on all the characteristicas oulined, I am in sales and I see that most of sales people are active talkers, they show and tell, rarely ask questions and always assume the buyers/customers have all their time avaialable for them, and every meeting is a PR opportunity. Luckily that has allowed me to take advantage, by asking questions, understanding my customers real concerns, also realized a customer will buy when they want to buy no when I want them to buy.
You have to be a constant learner, I rarely meet a sales person that reads books about selling, how to add value, the industry, his/her customers' customers, etc.
If you know very well your industry, your competition, your products and exactly what you customers want, and have a great professional networking, your customers will call you for help, for assistance and that's how you bring value and gain trust.
Saddly most salespeople think that selling is being an active talker and entertainer.
You have to be a constant learner, I rarely meet a sales person that reads books about selling, how to add value, the industry, his/her customers' customers, etc.
If you know very well your industry, your competition, your products and exactly what you customers want, and have a great professional networking, your customers will call you for help, for assistance and that's how you bring value and gain trust.
Saddly most salespeople think that selling is being an active talker and entertainer.
jbarrera12
04/21/2010 03:23 AM
RE: The Salesperson of the Future: A Profile
All of this "soft selling" talk is true and proper in concept. But an awful lot of sales is still about stepping into places and situations that are outside the comfort zones of most people.
What separates sales from service is the ability to get commitment and close business. If you soften it so much that these are gone, it's not sales any more, it's something totally different and a lot less work that is uncomfortable (new business from new customers) will get done.
I laughed out loud when I read your quote from Tom Hopkins. This is the guy who knocked on 200 doors a week when he was getting started in his real estate career. Some introvert!
What separates sales from service is the ability to get commitment and close business. If you soften it so much that these are gone, it's not sales any more, it's something totally different and a lot less work that is uncomfortable (new business from new customers) will get done.
I laughed out loud when I read your quote from Tom Hopkins. This is the guy who knocked on 200 doors a week when he was getting started in his real estate career. Some introvert!
jcmentor
04/21/2010 07:14 AM
RE: The Salesperson of the Future: A Profile
I found prediction #1 to be pretty interesting, and it sparked a bit of deja vu. A few decades ago, I attended a selling seminar conducted by a fellow who had been the first salesperson to earn a six-figure income selling telephone systems in New York City. He asked for a show of hands of how many salespeople in the room considered THEMSELVES to be more introverted than extroverted. To my surprise, more than half the hands went up. He said that was typical of the responses he'd received in city after city - despite the fact that it was contrary to the usual salesperson stereotype - and that he had concluded that introverted people are attracted to the sales profession because it gives them a structured and somewhat predictable environment for social interaction.
I'm not sure whether any formal studies have ever been done on this, or whether the mix has changed with time, but the prediction that the sales force of the future will be more introverted than extroverted doesn't particularly surprise me.
I'm not sure whether any formal studies have ever been done on this, or whether the mix has changed with time, but the prediction that the sales force of the future will be more introverted than extroverted doesn't particularly surprise me.
Sid Herron
04/21/2010 07:18 AM
RE: The Salesperson of the Future: A Profile
In my opinion, it depends on industry and buying/sales process. There's no one universal salesperson profile.
modlib
04/21/2010 08:05 AM
RE: The Salesperson of the Future: A Profile
Though um nt someone involved in sales bt still i think selling doesn require an extrovert or introvert person.... bt a sales person needs to be someone who have gud knowledge abt da product or service n delivering the practical usage of it to da customers...rather thn providing infos...bcoz a lot of infos may nt always be well understood by the customers.....nwadays customers knw wht exactly they want n whre to go.....coz the market is so agressive to reach their targeted customers!!!....so nt only future bt todays salesperson also needs to be well informed abt product/service and be a spontanous communicator to understnd as well as deliver value to the customer instantly in order to make a succesfull selling......
tajrin
04/21/2010 08:37 AM
RE: The Salesperson of the Future: A Profile
The CEO's may have left out one key area: Ethical Business Behavior. They should be beating the drum for the sales person of the future to be concerned with their "business ethics" and professional interaction with the customer. They should be concerned with how the salesperson represents their company to the customer. Being ethical and building trust has to go far beyond its traditional definition.
The customer wants to be assured that the "value proposition" being presented by the sales person does not have a hidden agenda and manipulative purpose to build value for the sales person by using the customer.
That's what the problem with the "credit default swap" and the issues with today Goldman-Sachs litigation were all about...salespeople manipulating the customer for their own profit, at the expense of the customer. If you want repeat business, then the sales person of the future has to work with the customer to negotiate deals that are a good faith business situation for both... not a one sided manipulative situation where the salesperson takes advantage of the customer lack of knowledge or business sense for personal or corporate gain. We want sales people who are customers... and when you think of yourself as a customer first, salesperson second, then you already know the ethics that you have to build into that business interaction.
Sales without good business ethics will only result in a short term business once the pain is realized from an unethical deal.
The customer wants to be assured that the "value proposition" being presented by the sales person does not have a hidden agenda and manipulative purpose to build value for the sales person by using the customer.
That's what the problem with the "credit default swap" and the issues with today Goldman-Sachs litigation were all about...salespeople manipulating the customer for their own profit, at the expense of the customer. If you want repeat business, then the sales person of the future has to work with the customer to negotiate deals that are a good faith business situation for both... not a one sided manipulative situation where the salesperson takes advantage of the customer lack of knowledge or business sense for personal or corporate gain. We want sales people who are customers... and when you think of yourself as a customer first, salesperson second, then you already know the ethics that you have to build into that business interaction.
Sales without good business ethics will only result in a short term business once the pain is realized from an unethical deal.
Joe E S
04/21/2010 09:15 AM
RE: The Salesperson of the Future: A Profile
These are attributes of effective selling PERIOD! If you haven't been incorporating the skills outlined in this article into your selling process, you are WAY behind the times and should be weeded out as ineffective and out dated.
Chester Karass has been teaching this dogma for decades in his "Effective Negotiation" courses; this article does not describe the sales people of the future but rather describes the established sales acumen.
As far as the quote from Mr. Hopkins "the extrovert who is constantly trying to prove how interesting he or she is"; this type of person has NEVER had a serious place in professional sales;they are actors, posers, short termed fakes better off in Hollywood or a Psychiatrists office talking about how hard it is being a middle child in a large family getting no attention from Mom.
Sales, is now, and always has been, about the customer. A good deal is good for both sides. Burn the customer and you burn your business; it is ALL ABOUT the customer, it is all about the customer, it is all about the customer . . .
There is no magic to sales: be there (on time), listen, describe why your product best suites the needs of the customer, give a fair price (no one likes to be ripped off), build a relationship and NEVER lie. Regular contact and follow ups are also a major necessity building the relationship and keeping future business.
Work hard and make those calls; sales is a direct function of work and effort. Always sharpen your skill set, always try to do better, analyze the losses as well as the successes. Always ask your self what worked and what didn't. Don't just wait! Never wait for anything! Be ultra proactive! Good luck selling!
Chester Karass has been teaching this dogma for decades in his "Effective Negotiation" courses; this article does not describe the sales people of the future but rather describes the established sales acumen.
As far as the quote from Mr. Hopkins "the extrovert who is constantly trying to prove how interesting he or she is"; this type of person has NEVER had a serious place in professional sales;they are actors, posers, short termed fakes better off in Hollywood or a Psychiatrists office talking about how hard it is being a middle child in a large family getting no attention from Mom.
Sales, is now, and always has been, about the customer. A good deal is good for both sides. Burn the customer and you burn your business; it is ALL ABOUT the customer, it is all about the customer, it is all about the customer . . .
There is no magic to sales: be there (on time), listen, describe why your product best suites the needs of the customer, give a fair price (no one likes to be ripped off), build a relationship and NEVER lie. Regular contact and follow ups are also a major necessity building the relationship and keeping future business.
Work hard and make those calls; sales is a direct function of work and effort. Always sharpen your skill set, always try to do better, analyze the losses as well as the successes. Always ask your self what worked and what didn't. Don't just wait! Never wait for anything! Be ultra proactive! Good luck selling!
P-Chem
04/21/2010 10:01 AM
RE: The Salesperson of the Future: A Profile
It also depends on what your selling and you are selling ,if it 's a sexy expensive car , luxury item, big real estate maybe the introvert won't really work ,,,, maybe if its on the phone and they are comfortable and knowledgeable they might be more comfortable and it might work. If it's expensive and high tech , complicated , etc , of course you need an expert ,a listener, a collaborator,... heck maybe throw in a Shrink, a couch , and some soothing incense....I'm not sure .. I like Samir & jcmentor's comments. PS I don't know if the new Tag Line is as exciting as the old ABC , but at least it reminds us to listen .....
KMcG
04/21/2010 10:20 AM
RE: RE: The Salesperson of the Future: A Profile
@KMcG hi. was curious if you could email me at acase21@gmail.com i would like some advice. thanks
acase21
08/09/2010 05:11 PM
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