What I Know Now, How To Evolve Into A Selling Master.
Decoding what a buyer desires is like knowing what your kids want for Christmas..
In considering the pie chart of who I am, one of the biggest slices is labeled snow skier. Before I was 5 years old my quest to ski more took root. Today those roots reach center earth and I look forward to ripping it when the snow flies.
Skiing soothes my soul, clarifies thinking and embellishes life, sharing alpine adventures with like-minded pals. I keep a log of every time I do it. The thrill sharpens my health and the endorphin rush keeps me in pursuit. My addiction is to the point where I’m told my headstone will read, “Here lies Mark, he’s not chasing vertical any more.”
In the glory days of the alpine ski industry I had the luxury of being a sales rep for a number of winter sports manufacturers. Immersed in a world of reps, dealers, athletes and industry partners with a unanimous devotion to the sport, the energy was fantastic. Every day I leaped out of bed to see dealers and talk about my beloved products, sharing why skiing was the best activity ever.
Working for highly esteemed brands, Olin Skis and then for Atomic Skis, my routine included skiing awesome resorts, following the pro racing tours, visiting ski, boot and apparel factories, being an Olympics insider and simply soaking 24/7 in the vibe of something colossally cool. Surrounded by other people so enamored by skiing heightened the fix.
Reflecting on those days reminds me they’re among the best times of my life. When I ponder the business components of those times, I wish I knew then what I know now. Sheer energy probably best defined my selling strategy back then. And I had that in spades. I still do but it’s focused differently today.
A typical back-then daily snapshot had a unique aura. An enjoyable regimen. Visit dealers at appointed times wearing a factory team jacket bearing the right exotic outdoor apparel label, a Maser shirt and Schneider pants complemented by other cool, branded ski industry accoutrements because that’s what you did.
My company van sported big, bright, billboard ski company logos outside, inside was a mountain of the latest products. Crisscrossing the US I heaved a cornucopia of gear to an eager audience. Enthusiastically I pinballed from dealer to dealer, many of whom became great friends. The energy flowed.
I couldn’t be more excited to talk about the latest ski constructions from Austria. Or, how certain boot features addressed pronation or powered the ski edge. Or how release force charts detailed what bindings really did under pressure. I sold features, features, and features.
Between Olin and Atomic I worked for Hexcel skis. Their aerospace aluminum honeycomb composite was a marvel worthy of deep discussion. In a horde of heavy, wood filled competitors’ products, Hexcel’s elegant high energy, super light weight build elevated the skiing experience. Of course owning a pair guaranteed to sear fond alpine memories every run.
I became a honed specialist at knowing the intricate details of constructions, factory stories and why certain materials were used as well as their benefits. Since “Features and Benefits” selling was the mantra of the day I thought the more I understood the product and its benefits, sales doors would swing open that much wider.
But that sales process works like the Wheel Of Fortune. Every slot on the wheel is a product feature with a benefit. As an engaged sales person you spin that wheel hoping at some point the buyer identifies with a particular slot on it.
When that pointer aligns, smiles alight and a deal is struck. If there’s no match between what a buyer is looking for and what your product does then the wheel keeps spinning, no deals gets struck.
In today’s world we are swimming in data and better understand human motivations. Comprehending a buyer’s needs and solving them is part of a more intelligent approach. Using data and a strategic string of questions, a seller should be able to quickly ascertain what motivates a particular buyer.
Accordingly, decoding what a buyer desires is like knowing what your kids want for Christmas. You give it to them and everyone is happy. A smart seller perceives their buyer before the selling process begins.
Armed with knowing what a buyer wants and meeting that with an array of solutions sets up a true buying scenario building trust and speed while preserving margin. The preserving margin part comes from not giving your product away attempting to force a match.
Applying this approach to yesterday’s ski rep job takes an informed path. Today a smart rep may say, “In your market we know that the number one length skiers buy is 179cm with red graphics, within a retail price range of about $850. They’re typically male, ranging from 20-45 years old. I see that your ski store is centered within a 20 mile radius of a baby boom family demographic whose kids also call themselves skiers. Alas, my product fits these specifications suggesting that you should have success.”
Affirming follow up questions confirm the buyer’s demographics, appealing price points and compelling product match. Further down the line, the retail customer sees a smarter seller, intuitively offering products fitting customers’ needs. Loyalty grows, everyone wins.
If you’re selling anything, ask yourself these questions:
Is my sales team focused first on understanding a target buyer's needs before any features and benefits are discussed?
Are selling strategies built on alignment with long term customer satisfaction before short term sales?
Is sales management concerned more with call volumes and engagement metrics than pinpointing the most highly valued markets and top targets therein?
Regardless of what you’re selling, and we’re all selling, the greatest selling rewards are found in matching needs with solutions. If you want your wheel of fortune to yield greater abundance, target your approach with intelligence and understanding first, then apply your passion and energy.