Do Not Be A Lazy Salesperson

The digital age and COVID have created the so-called "lazy salesperson".  The serious salesperson prospects a customer by learning the structure of the customer's company, what their function is in the supply chain, who the major players are in the company, and how they make decisions on what product they purchase. The lazy salesperson uses LinkedIn or some sort of blanket email to try to get the customer's attention--sort of like throwing a fishing line in the pond without any hook or bait.  And the recipients of this lazy approach have their "Deleted" and "Junk" folders full of these non-specific emails.

What separates the lazy salesperson from the successful salesperson is their "pre-sale" research.  Often the best way to find out how a company is organized, and who the players are, is through their website.  Once you find out what the management structure is--then you go to LinkedIn to find if there is something more to be learned.

Once you have done all your research into the company you're going to approach, you must determine what your pitch is going to be.  (Check out my blog on creating the Value Proposition.) One pitch does NOT fit all potential customers.  The pitch has to be tailored to the specific needs of the customer you're approaching.

So, the first step in getting out of the "lazy salesperson" mode is to research your customers. There are so many resources these days (their website, LinkedIn, Manta.com) to find out who owns the company and how the company is structured. Use search engines like Google, Bing or Duck Duck Go, to check out any news on the company (Make sure the news is current)).  Don't try to connect to a customer through LinkedIn unless you've exhausted all the options: phone, Zoom meeting, email, phone, phone, phone.  And the email has to be specific to the customer, not generic.  Who likes getting a "Get Well" card that is unsigned and unspecific--just a generic get well card off the rack?  I certainly don't.  So your approach to a customer cannot be generic.  It has to be specific.

We just can't be jumping into our cars to make cold calls any more.  Gas prices, COVID and remote working have changed the selling environment.  The old adage, "Sell Smarter not Harder" applies more than ever in these times.

My next series of posts will discuss the ways of getting to the customer without getting into your car.