When sales people get started in the business they are often without prospects. How does one sell to people when they don't have anyone to talk to? Some are told to create a "warm market" list, which is basically a list of people they already know and feel comfortable approaching. Others are told to "get out there and knock on doors". Of course, we all know how effective that is.
There are so many issues with all of this. First of all, why is the person with no contacts getting into a business that requires contacts? The answer is not difficult to find. They have been told by someone, either the sales recruiter or an acquaintance, that there is a lot of money to be made. I typically lay the blame at the foot of the sales recruiter though, as they are the ones who know about their company, their culture and, most importantly, the success rate of the other sales reps that have come and gone.
One other point I'd like to make is that these companies are set in their ways. In a year when a pandemic has sidelined many salespeople from going out to see their clients, the reps are being told to hold steady and keep doing whatever they were doing. Instead of adapting to the new paradigm with phone calls, virtual meetings and other safety protocols, many people are trying to sell traditionally.
For some industries, they have no choice. Realtors still have to show homes, even though a lot of the groundwork can be done with photos and virtual meetings. But people want to be able to get into a home and physically see what they are spending a lot of money on.
The same goes for car sales. I bought a car this year, but I spent a lot of time on the internet browsing first before going to the dealership in person to test drive the vehicle.
- I have an employer that will give me some sort of guidance, marketing materials, training, etc.
- I am self-employed or a business owner and starting to look for customers on my own without any help.
I would also suggest you test the market ahead of time. Talk to some of their customers and see how they feel about the product. I did this years ago when I was considering a position with a company only to find out that most felt that the product was antiquated and "old timey". Apparently, someone had built a better mousetrap and my perspective employers hadn't kept up with the new technology.
The second case, in which someone is starting a business from scratch, is more difficult but can be great for a creative and "out of the box" thinker. The most successful people in this scenario are the ones who have some experience in the industry. They have seen others struggle and have devised a new or more efficient way to get to their prospective clients.
As an insurance agent, I've seen the revolving door of agents. For the most part, they quit because they aren't successful using the "proven sales methods" that they have been taught. Others have moved on and become successful in their own right because they found their own way of marketing that fit their personality.
Don't be afraid to try something new, even if your sales managers aren't on board. If it doesn't work move on to something else. But if your new method is successful, you can be assured your manager will approve and try to copy it.
If you have any insight on this, let me know by leaving a comment below. In the meantime, happy selling and stay healthy!
Chris Castanes is a professional speaker who helps sales people succeed through workshops and humorous presentations. He's also the author of "You're Going To Be Great At This!", a humorous look at sales. For booking information, click here. He's also the president of Surf Financial Brokers selling life and disability insurance in several states.
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