‘The only thing you got in this world is what you can sell and the funny thing is you are a salesman and you don’t know that’, Arthur Miller, Death of a Salesman, 1949
In Daniel Pink’s To Sell is Human, Pink suggests that buyers and sellers have moved from caveat emptor to caveat venditor. Sellers are no longer the first point of contact when buyers want to know about our products and services. Google is. Sellers are not even going to our web pages. They are going to their networks.
According to a study from the Corporate Executive Board, buyers are almost 60% of the way through their decision before they even speak to a seller. They don’t need sellers until much later in their purchase cycle. They are better connected through social platforms like LinkedIn and Twitter than they have ever been before and they trust each other before they trust sellers.
Today, buyers have reviews, ratings, and comparison shopping at their fingertips, sellers have more incentives to be fair and honest. Seller behaviour must be about doing the right thing or “seller beware.”
Behaviour versus Performance
Think about what this means in terms of measuring not only the performance of a sales team but their behaviours.
In the diagram above is a set of quadrants that demonstrates how sales managers have historically managed their team. On the y axis is performance, on the x axis behaviour.
In the good performance/good behaviour quadrant are performers. If we do anything with performers it is about them helping and coaching others to their level. They set the benchmark for the rest of the team.
In the poor behaviour/poor performance are non-performers. These are likely to be going through some performance improvement plan.
An enlightened sales manager will work with Tryers. Tryers are doing all the right thing but not getting the right results. With expert coaching, time and attention their performance usually follows.
The Maverick has left the building
Finally, there is the Maverick quadrant. These sellers exhibit good performance but poor behaviours. Let’s face it, Mavericks, have historically been tolerated. Their contribution to the quarterly numbers is tough to resist. In any case, their performance will eventually drop at some point so sales managers play a waiting game. When it plummets, and given that the Maverick’s underlying behaviour – it will, they are unceremoniously exited.
However, the damage has already been done.
If we are lucky, their short-termism was only making them unpopular with their co-workers. The Maverick will often be heard hurumphing around the office complaining about the ‘sales prevention department’ which was variously finance, services, sales support or whoever it is that has identified a flaw in their latest ‘deal’.
Equally as likely though, they are mis-selling or overselling and creating a legacy of customer problems and problem customers.
Few customers keep these problems secret. With complete control of a sales cycle though, sellers could steer around the debris. In a socially enabled world, not so much. And empowered customers are sharing it with their network. Their always-on, global network. A tweet or a LI status update can reach tens of thousands of prospective customers. Competitors too. It is also a permanent record. Some of that buying cycle (the 57% invisible to the seller) can be used to find out what existing customers think. Good selling behaviour leaves behind a trail of satisfied customers and positive comments. Poor behaviour also leaves a trail. The maverick can no longer be tolerated. Caveat Venditor.
Better Selling Is …
In To Sell is Human, Pink also demonstrates that the networked age requires more not less sellers. More of us sell than ever before and those that don’t have to persuade, convince and compel as part of an increasingly creative and collaborative workplace. Pink calls it non-sales selling. We all need to be better sellers. However better can no longer be defined by the numbers. It can not be determined by performance alone. Instead, it must be measured by how we conduct ourselves, by our behaviours.
In short, to be better sellers we must be better humans.