What Can Sales People Learn From The Coalition Government?

The forming of the first coalition government for sixty five years has given salespeople the opportunity to learn from an unusual source.

When Clegg and Cameron first started negotiating there were some significant differences between them, how often is this the case when sales people initially sit down with prospective customers?

The Tories, under David Cameron, seemed to understand the demand from the electorate for a new kind of politics better than many in Old Labour, and responded to it with speed, understanding and a good deal of statesmanship.

There is a huge lesson to be learned here, put simply it is, 'The quicker you understand what your prospective customer wants, and the faster you respond, the better your chance of beating your competition to winning the business!'

If salespeople asked more questions and understood the issues their potential customers faced they would find it a lot easier to propose a solution that created a desire to proceed, unfortunately many salespeople prescribe solutions before they fully understand the requirement of their customers. Sales training in the UK has not always made this clear. The aim of a salesperson should not be to simply 'Sell' a concept or idea. Their primary objective is to make their customers want to buy whatever they offer.

You can't build the new politics of partnership without both sides making compromises, is this not also true of any new business relationship? We all know that certain buyers will ask for every conceivable extra without paying for it. We also know there are salespeople who attempt to ask a high price for their product or service without explaining the value proposition to their customer.

So ask more questions, put the interests of your customer before your own interests, find out exactly what they need, and the value it would deliver to their business and their customers' businesses if you were able to provide it. Once you have established those facts you can shape a proposition around their needs. If you have done your job well and proposed a real solution for them you will create some initial desire. (Something Gordon Brown failed to do with Nick Clegg!) The moment you have created some desire you can begin to negotiate. It is after all pointless asking someone to compromise when they do not really want what you are offering in the first place!

Remember if two parties really want to make an agreement they will find a way to move forward. It doesn't mean that once an agreement has been reached the ensuing journey will be without problems. However as long as both parties want to continue working together solution will be found.

So as I wish the new coalition government every success as they work towards solving our national crisis, I wish all of you salespeople whose main priority in helping solve your customers crisis's an equally successful future.

Make sure you continue to get your customers' vote!

by: Tony Dimech

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