3 minute read
Unlocking Sales Success
Highlights from Mark Jewell’s Keynote at the NALMCO Conference
By Randy Reid
Mark Jewell, author of Selling Energy and renowned subject matter expert, coach, and speaker, delivered an inspiring keynote address at the 71st NALMCO Convention in October. Jewell focused on overcoming barriers to implementing projects and provided actionable strategies for sales professionals to elevate their performance in 2025.
THE FOUNDATION OF SUCCESS: GENUINE PERSUASION
Jewell emphasized that the success of businesses, manufacturers, and even customers depends on the ability to be genuinely persuasive. However, many in the audience, whom Jewell referred to as "accidental salespeople," may not naturally excel in this area. According to Jewell, the key to becoming a great salesperson lies in mastering the following learnable skills:
Confidence
Persuasiveness
Relationship-Building
Organization
Problem-Solving
Crucially, these are learnable skills, not innate traits. These qualities can be developed over time, transforming even the most reluctant individual into a sales professional.
EVOLVING SKILLS FOR TODAY’S INDUSTRY
Jewell identified two additional skills that are crucial for sales professionals in today’s industry:
1. Video Communication: Both synchronous (live) and asynchronous (pre-recorded) video skills are essential tools for connecting with clients.
2. Discipline: The ability to evaluate whether you are on or off course and make necessary adjustments is critical for achieving consistent success.
UNDERSTANDING CUSTOMER NEEDS
Only 16% of customers believe that the salesperson they are working with truly understands their needs before proffering a solution. Jewell stressed the importance of deeply understanding the industry you are selling to and addressing needs beyond the obvious.
For example, when selling to a grocery store chain, highlight how upgrading parking lot lighting can increase customer visits after dark, leading to higher sales. Connecting the benefits of your solutions to a customer’s business goals can create a more compelling case.
BENEFITS BEYOND THE OBVIOUS
Jewell encouraged attendees to acknowledge and communicate the less apparent benefits of their solutions. Thinking creatively about how your product or service impacts the customer’s business can make your pitch more persuasive and impactful.
EVERYONE IS A SALESPERSON
Sales is not limited to those with "sales" in their job titles – every team member has an opportunity to contribute to sales efforts. For instance, a delivery driver noticing outdated metal halide lamps in a warehouse ceiling could suggest the potential for a retrofit. This mindset encourages every employee to think of themselves as a sales professional, broadening the reach and effectiveness of the organization’s sales strategy.
FOCUS ON THE “WHY”
The most important question for any customer is not the "what," "how," or "how much," but the "why." Jewell stressed that customers need a compelling reason to act. Historically, rebates were an effective "why," but as they become less prevalent, sales professionals must develop stronger, more meaningful reasons for customers to invest.
Is lowest price a good enough why? Maybe, but Jewell challenged the audience to think beyond the lowest price as a motivator, highlighting that a value-driven approach often yields better results. Sales professionals should focus on demonstrating the long-term benefits and return on investment of their solutions.
TAKEAWAYS FOR 2025
Jewell’s keynote provided actionable strategies for improving sales tactics:
Develop confidence, persuasiveness, and organization skills.
Embrace video communication as a valuable way to communicate with customers.
Understand your customer’s needs deeply and align your solutions to their goals.
Encourage all team members to think of themselves as salespeople.
Focus on the "why" to create compelling reasons for customers to act.
Mark Jewell’s insights offer a roadmap for lighting professionals to enhance their sales effectiveness, adapt to evolving industry challenges, and drive success in the year ahead.
