Salespeople Who Love Too Much BY SOULAIMA GOURANI ON MARCH 19, 2012
When networking becomes a bad investment, the challenger wins, and the relationship builder loses! A few years ago, the Sales Executive Council carried out a fairly comprehensive global study (6,000 participants from 100 companies; the study is supported by Dixon and Adamson). The study identified the types that create the most significant results in a time like this where customers are buying fewer products and services or are making more and more demands on their partners and suppliers. There is a total of 5 different archetypes.
Worth Knowing Your archetype is your primary sales identity. Your type identifies your views, beliefs, and social behavior in contexts involving sales and customers; and in this way, it indicates the probability for you creating any results at all.
Type 1: The Relationship Builder The type focuses on building strong relationships with the customer and the customer’s organization. They are quite generous with their time and do what they can to meet the customer’s needs. They are service-minded and always work on strengthening the relationship with the customer. They do everything they can for the customer—at any cost. They are the customer’s man and are regarded as kind and accommodating. If you have a conversation with this type, it will surely be pleasant, fun, and memorable. But the value of the conversation and the invested time do not materialize for either party. However, there is a price to being a full-fledged relationship builder—it does not create results. Only 7% of all relationship builders are among the so-called top performers—that is, the ones who truly create remarkable results (read: earn money / create revenue). It’s certainly not because relations have become less important in B2B collaborations—certainly not. Relationships have never been more important. This type has just misunderstood what it means to be a partner and to have a relationship with the customer / each other. This type should read the book Women Who Love Too Muchbecause they share characteristics with women living in unhealthy relationships in that they constantly give and do what they are told by the customer. This type is driven by a need for being accepted and becoming friends with the customer. Most people like this type because they are sociable, service oriented, and actually effortful in becoming your friend.
Type 2: The Hard Worker
This type of employee comes to work early and leaves late. He slaves away and is willing to go far to win an order. He calls the customers and visits them as often as possible. He is hardworking, honest, and loyal. He often works as a consultant who does not sell directly. He utilizes his professional skills and hard work to make the sale.
Type 3: The Lone Wolf The lonely wolf is an individualist who will break all the rules that prevent him from achieving success. They have an expression like “My way or no way.” He is often self-employed or works as a sales agent. He likes to feel free and is motivated by bonuses/commissions. He creates short-term results quickly.
Type 4: The Reactive (Passive) Problem Solver This type is often the favorite of the dominating customer. The person is dedicated, constructive, reliable, and focused on details. He can often be found among the academically talented specialists. The person is focused on both pre-sales and post-sales. The type is confident in all phases of a sale and wants both parties to come out as winners. He does not provoke and lets the sale be driven by facts, numbers, studies, and documentation.
Type 5: The Challenger This type takes advantage of his deep understanding and knowledge about the customer’s business to win the sales. You can recognize them in that they are often outspoken, complaining, and antiauthoritarian. This type is driven by a desire to create value for both parties. They are controversial both to the customer and to their own boss. More than 40% of the most successful salesmen can be found in this category. Why do you find the winners in this particular category?
They take advantage of their often provocative perspectives to challenge and tease the customers to encourage them to think in new and innovative ways.
They often suggest new ideas and thereby help develop the customer’s business. They often show the customer a way that he had not realized himself.
They often design their methods to match the specific customer.
They typically have a broad knowledge of many things, and they are curious about the customer and his business.
They are winners because they force the customer to reach new heights by utilizing their knowledge about the customer and the customer’s organization and industry. They push the customer to the edge of his/her comfort zone.
The challenge is that this type can be difficult to manage and control because they are independent, demanding, and intelligent. They have strong solution-selling skills and can handle complex situations that require persistence and broad knowledge.
Good Advice Do you have an employee who is spending a lot of time with the customers without getting the desired return on investment? Do yourself the favor of finding out how many people of the 5 different types you employ because doing this might help you discover why you are not attaining the results that you dream about achieving together with your customers.