Many people enter the sales field by accident. They therefore often have no experience in the profession. Others have, as required by most companies, one or two years of experience. These are those called junior salespersons. Facing the customer, there are many challenges. What are they? How are they overcome? To talk to us about it, we interviewed Roger St-Hilaire, the benchmark in the field of strategic sales training, sales management and customer service (www.rogersthilaire.com).
Each customer is different
“A junior salesperson tends to sell the same way he buys. He focuses on certain aspects of the product such as comfort, safety, performance. However, each customer is different. It is necessary each time to adjust and adapt your scenario to the person in front of you,” says Roger St-Hilaire.
Price is far from being the only reason for a purchase
“In addition, many inexperienced salespeople think the customer only buys because of the price.” As a result, as soon as their price is higher than their competitor’s, they don’t make any sales. In his courses, Roger St-Hilaire gives no less than 75 reasons why people buy, which have nothing to do with the price.
Of the people who contact a company by phone or over the internet, 90% of them will buy a product or service within one week, 57% within 3 days. This means that the customer has already contacted two or three suppliers, but is not yet ready to make a decision. In other words, a salesperson has to know why this potential purchaser has not yet taken action, what are their motivations and needs – otherwise, ten days later he will have lost his prospect.
No, not everything is sold over the internet
“Another challenge among young representatives is the belief that everything can be sold over the internet,” says the specialist. “However, there are many things that cannot be bought on the web. Take one of my clients, for example, a travel agency. This company makes on average 2% of its sales on the internet and 50% within its offices.” It is therefore necessary to make the effort to go and meet the customer, ask them about their needs and the context of the purchase. You have to ask the right questions. Communication is essential. Being a salesperson is not simply about getting in front of a customer to talk about your company and then leaving a business card. The profession requires being extremely well prepared.
Being told No
“Another daunting challenge that faces the novice salesperson is being repeatedly told No. This is undoubtedly the reason why 70% of people who start in selling change fields within the first two years. However, 60% to 65% of sales are made on the fourth or fifth attempt to close,” Roger St-Hilaire points out. A salesperson must therefore expect to be pushed back four or five times and to be persistent. If he gives up at the first objection, he will never close a sale.
Being prepared and trained
When he gives training, Roger St-Hilaire provides sellers a series of 52 objections with questions and answers. Representatives can prepare their arguments and learn the strategies to encourage the customer to buy. According to the expert, every salesperson should also undergo training. It’s not enough to have a good knowledge of the products offered. In addition to knowledge and the qualities required to practise this profession (sociability, ability to communicate…), it is necessary to learn how to present yourself, build trust, establish a relationship, counter objections. You also need to know whether you are physically and mentally ready. In short, you have to be prepared. And this training must be regular. Roger St-Hilaire advocates continuing education, including for experienced salespeople. “We may have experience, but if we make mistakes and they are not corrected, they will happen again,” he comments.
During his training, the expert, like a doctor, begins with a diagnosis. He can then draw up a plan of action which will improve the situation. In conclusion, being a salesperson doesn’t mean improvising. Of course, confidence comes with experience. But by training and being prepared, the beginner will advance in great steps and be better equipped to break into this demanding field.
Related article: How to Bounce Back After a No from a Client?