Avoid the sales stereotype

The Reputation of Sales: Turning Stereotypes on Their Head

As a fellow sales professional, I'll be the first to admit that our reputation sometimes takes a hit. Lazy, unprofessional, pushy - these are just some of the stereotypes that people associate with salespeople. But why do we get such a bad rap? And more importantly, what can we do about it? Let's break it down and find some solutions.

The Problem: Sloppy, Undisciplined Practice

One of the biggest culprits behind our bad reputation is our own sloppy, undisciplined practice. We complain that it's impossible to get appointments and talk to people, but have we stopped to think why? It's because we often waste the time of our prospects and customers by not creating value in every interaction we have with them.

Examples of Sloppy Practice

• "Hello Calls" that are a pure waste of time, where we don't offer any value and just try to get our foot in the door.

• Pitches that jump straight into the latest product without asking meaningful questions or understanding the customer's needs.

• Lack of preparation, relying on our quick wit but failing to truly understand the customer's business, priorities, and problems.

The Solution: Creating Value in Every Interaction

The key to turning the tide on our reputation is simple: we must create value in every interchange with our customers. We need to be intentional, prepared, and genuinely interested in their needs. This means asking thoughtful questions, listening actively, and offering valuable insights or solutions.

Examples of Creating Value

• Researching the customer's business and industry beforehand, so we can ask informed questions and provide tailored recommendations.

• Preparing a clear agenda and objectives for every meeting, with a focus on how we can bring value to the customer.

• Actively listening to the customer's concerns, needs, and preferences, and customizing our pitch accordingly.

The Conclusion: It’s in Our Hands

The reputation of salespeople is not solely in the hands of hucksters and bottom feeders. It's up to each one of us to take responsibility for our own professional practice and create positive experiences for our customers. By consistently creating value in every interaction, we can start to change the perception of salespeople and earn the trust and respect of our prospects and customers.