So You Think You Are a Salesperson? You Are an Ambassador!
After half a century of being the lead in many wildly successful marketing initiatives, creating companies from scratch to multi-millions dollar sales, and training quite a few salespeople, I always say this. You are not a salesperson, you are an ambassador! As you mature into this view of yourself and the relationships, you will find your network and profitability expand quickly.
Like a diplomatic ambassador, you are the face of the company, products, and services you are purveying. Your job is to make a case for the importance of what you represent to the customer or potential customer you are meeting. To make an impression of helpfulness, reliability, and ease of communication. To get the order. And repeat orders.
Your word is your bond.
Phase One
Start with knowing who your customer is. Deep research, including talking to anyone who has had relationships with their employees or products. Do your homework. Ask questions.
A diplomatic ambassador relies on reconnaissance from a variety of sources to keep them up to date on trends and opportunities. Research widely. Read industry magazines on and offline.
Find out who their prior vendors were and why they are no longer.
You are also always the networker, bringing like-minded collaborators and joint ventures forward, seeing ahead to potentials and supporting them. People need to see you as a resource in a variety of ways, and to enjoy talking with you. Be a problem solver. Provide reconnaissance on upcoming projects, markets, financial events in the industry, personnel moves, vendor issues. Establish authentic rapport over time.
These are natural information sets from your own staying abreast of changing markets. Develop a sensitivity to your customer’s interests, beyond your own.
So you got the order, maybe many orders, maybe from a few customers. CONGRADZ!
Phase Two
Now the second phase arrives. There’s a problem. Could be delivery timing, pricing. Non-performance of equipment, service. Personality conflict.
This is where your status as ambassador saves the day. Your already established good faith relationship allows you to say, “I’ll find out and we’ll fix it. Don’t worry.” And be believed.
Then you have to do it.
Having a great relationship with the customer is Part One of Fixing a Problem. But Part Two is actually getting your own company, your employer, to buy in on what it’s gonna take to fix it. And generally FAST. And for free if possible.
How you handle these issues will determine your levels of success and personal satisfaction.
The complaint arrives from the customer.
You immediately find out all about it and work together to determine what has happened and what is needed.
Determine who is at fault, customer or company or combination.
Create a Joint Operating Plan to set things to rights, agree on who pays for what.
Deliver as promised.
If your company owes the customer money, recommend that monies be paid in the future as credits against future business. That way your company can “earn its wings” again, rebuilding confidence and trust. Credit 25% of each invoice until paid.
Operating as an ambassador rather than a salesperson elevates your value and status in the view of your customers, but even more in your own view of your role, and therefore the way you present yourself to your employer. You become a trusted authority, a valued resource, and automatically credible in even the most difficult situations. You will often be the first call in any crisis. Customers, even potential customers, will be motivated to work with you because they can trust you to “make things right” regardless of the circumstances. Employers will take note that you maintain great rapport with their customer base.
Elevating your role from salesperson to ambassador is an inside job that shifts your role from asking for orders to being a resource, an authority, a partner. You set the tone for a new way forward of collaboration and enhanced success.