Welcome Aboard
One Chance
A first impression IS indeed a lasting impression, and you only get one chance to make one. I was reminded of this archived posting yesterday and decided to refresh it. I had two interviews that made very poor first impressions and they stopped right there. The first one was 15 minutes late, full of piercings including two fresh cheek dimple piercings that were still bandaged. The other looked like she just got out of bed and pulled on her hooded sweatshirt and and baggy pants to go apply for the job. When people show up for a job interview like this, one must assume that it could even get less after getting the job. We get lucky when we can screen them at this point before exposing them to the customer. Those that get throught the interview will continue to make and be exposed to more “First Impressions.” Read On!
New salespeople show up on day one ready to succeed. Sometimes they even sell more than existing “old timers” are currently. What’s with that? How can a brand new person with very little product knowledge outsell a seasoned veteran that knows it all? It’s because the new person still thinks everyone is going to buy, that you have a great company, and that your way is the right way.
The Right Attitude!
That shiney new salesperson may not have the knowledge yet, but still has the enthusiasm it takes to make the right first impression on customers. That means more than knowledge alone. Answers to questions can be found, and sometimes just the honest admission that one doesn’t “know it all” can go a long way to making the sale.
“Water Cooler Training”
It’s important to shield your new salespeople from influences that can be harmful to their success. Too many times we see people get hired and then turned over to the existing staff to “train” them. A past partner of mine had a rule; “Live with them the first week. Keep them by your side, have lunch with them, and even stand outside the restroom when they go in there.”
“Here’s how it really works.”
At the interview and in your initial meetings with new salespeople they hear how it is supposed to work. Then, when they get to work with your existing staff they find out how it really works. Unfortunately old timers pick up some bad habits along the way. They learn shortcuts that sometimes lead to short paychecks. They start accumulating excuses for missed sales. They gossip about company policies and decisions. Your shiney new salespeople can be influenced by these impressions, and before you know it the shine is gone.
You Cannot Train People!
Animals can be “trained” to do something, and once “trained” will always do it. One would assume that if you can train a dog to sit up, that you can train a human being to sell. I have a problem with the word “training.” Managers sometimes think that once a person has been “trained” that he or she will always behave in the way taught, and the learning stops. The reality is that “sales coaching” is an ongoing process whereas “training” is thought of as a one time event.
Hands on Coaching Works
“Coaching” is understood in athletics, it never stops. Top athletes continue to be coached on how to get better at their craft. I prefer the term “coaching” when teaching selling skills, and as with athletics, it must be an ongoing process. That’s just the way it is!
December 13th, 2008 at 10:35 am
Where I come from this is called “Micro-Managing”.
December 13th, 2008 at 11:12 am
And just where is it that you come from? This sounds like good common sense to me, and something I have learned from already.
December 14th, 2008 at 6:55 am
Being new to retail I am very appreciative of this advice. I am sure that some terrible things have happened in companies where the new salespeople were turned over to the old timers.
As I begin hiring my staff I will be sure to stick with them. All I need now is someone for me to stick with. Until then I may be the blind leading the blind.
December 14th, 2008 at 8:00 am
The introductory training that you provide to a new sales person can mark the difference between success and failure. I personally train them on as much as possible about the company and the product. I take them to my selling presentations to teach them how to sell. With no product knowledge of their own it reinforces them that they can do this to. I talk about not listening to the defensive sales person. I teach the new to look for signs of telling lengthy stories about tough prospects, sighing frequently, impossible selling situations. I teach them to stay away from the danger zone. Teach people to crave victory and they will WIN!!!
December 15th, 2008 at 2:14 pm
Management uses a sort of company formula that sales people are encouraged to follow, it’s like a script. Then you are taught how to overcome objections using your okay, buts. When I just personalized it and made it my own, always showing interest in the customer and using listening techniques, humor, and eye contact, things went well. Then when you know they are sold, ask for their method of payment. “Will that be cash, credit card or travelers check”. Managers set an example, and sometimes a great salesperson who really listened and learn can surpass their managers expectations. It is a good idea to then give your manager credit for teaching you so well, or inspiring you to be even more successful.
If customers don’t like you they won’t buy from you so show you are human and don’t oversell and sound like a schlocky used car salesman. I used to make conversation and draw them in. Depending on your product, bring out the romance, sentimental aspect, childlike fun or fundament function and how it ads to their quality of life in some way, which we all want. If you are in a tourist area, remember one thing I have learned as a customer when I travel and it is this: Sometimes salespeople are the “friends” we make when we are out of town. We visit them again if we go back there during the same vacation, or another year. When you spend time with a customer, it builds up a feeling of obligation for them to buy something. Many times they are buying an experience, not just an item or service. If you are selling jewelry to a couple, ask them how they met. Think of questions you can ask people that don’t just sound like you are sucking up, but that you are interested in them. Thank them for making your day go a little faster because you enjoyed working with them. Be honest. If there is a poor fit, say so and find them something that works or makes them look or feel great. People respect an honest opinion. Customers don’t buy from someone who will say anything to make a sale, they don’t trust them.
If you are leaving the other sales people in the dust, don’t dumb down to their level. Encourage them up to your level. The more successful the team, the better for everyone.
Negative co-workers can also feed off your success and enthusiasum. When they see you doing well and comment, just remind them that you made that sale by sticking to the basics you were taught. Ron taught me that if you do enough things right, even if you do a couple things wrong, you can stick a sale. Analyze where you need improvement and make a mental note for another time. Keep working on your technique and product knowledge. Do not watch the clock. Make yourself look busy, not desperate for a sale. Look like you are happy with your job. It is contagious.