Here's how we feel about sales people
During the summer holidays I put together a quick survey on how we feel about sales people approaching us when selling a product or service. In one week only the survey had 52 respondents, and replies just keep coming in. The data retrieved and the information it provides is interesting, especially if we consider the negative side:
When asked how we feel when a sales person tries to sell us something, here's what we respond statistically:
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In addition to this, of all respondents 11,4% explicitly stated they NEVER had a positive experience with ANY sales person trying to sell them something.
This means that when we approach someone about our product or service, 1 out of 10 has a 100% negative history with ALL previous sales people they've ever encountered. At least that's how they perceive it. To make it worse, 46%, i.e. pretty much every other potential customer, feels bad (and of those 1 of 5 "worse than bad") about you contacting them in the first place.
When asked to comment on simple questions about selling activity one overall answer and attitude or dominant "ground rule" clearly comes through: "I know what I need, and I'll go get it when I want it. I strongly dislike people contacting me about something I don't need".
What basic learning can we extract from empirical results such as these?
Actually, quite a few important principles surface more or less instantly. However, three of them I'd like to specifically point out, since they're core to everything else.
Successful (sales) people work on their:
- POSITIONING - Operational dialog
- helping others seek them out and come to them for help and problemsolving.
- RELATIONSHIPS - Opinional dialog
- helping others feel good about them as a person.
- TACTICS - Optimal dialog
- helping people take the lead and feel good about the message.
In sum these three make up what we call the SBP = SPP equation.
Here's a webcast about the 3 dialogs, explaining what this is all about.
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