Salesperson or Tradesperson?

Peady’s Selling Engagement – sponsored by IRD Prospector

In my world sales people qualify the “right” prospect, meet with that prospect to see if there are opportunities their medium can help solve and then put together and present an engaging solution (or proposal) outlining the concept, plan or ideas. 

But it seems to me that quite often sales people act like mechanics or plumbers. Instead of providing a well thought out and thought provoking, ideas driven solution they send their prospective customer a “quotation” for work about to be done – like “tradies” do. 

Why does this happen? 

Many media sales people are so relieved when a prospect agrees to allow them to prepare a proposal that they just want to get the hell out of there and back to the office to tell their sales manager the “good news”. 

The problem is that they often have no idea of what the prospect’s needs or challenges are; the right level of expenditure required for the campaign and if the prospect will even give it due consideration. They are later surprised to be told that “you’re too expensive compared to xyz” or “I won’t spend that kind of money with you” or “our budget is already committed”. 

Surely the alternative is to gain some kind of agreement to proceed? 

Try this.

At the end of your meeting gain a clear agreement on the next step. 

For example: “Well Mr Prospect we might be able to assist with the two or three challenges you have shared with me this morning. What I’d like to propose is that we meet again on Monday afternoon so I can take you through some ideas I’ll be putting together with our team over the next couple of days. Does that work for you?” 

If you gain this first level of agreement now comes the next and most important part. “Mr Prospect I believe to effectively deal with what we have discussed and to deliver the right advertising outcome will require an investment of around $XXXX to $XXXX” 

Continue by adding: “Now obviously until you see what we have put together you can’t make a commitment, but I also don’t want to waste your time. How does that level of investment feel given that I’m confident our ideas will really appeal to you?” 

The key point. 

Ensure that the level of proposed expenditure “fits” – fits the prospect’s business and budget and fits what you need to do to get a successful campaign outcome. 

If you can’t gain agreement at this stage why waste your time (and his) writing a proposal? Without any agreement to proceed it’s going to be a 50/50 proposition at best and in truth opens you up to an ugly “price comparison”!! 

By gaining agreement from your prospect before you write your proposal your hit rate will improve dramatically. You’ll save yourself a lot of wasted time and frustration too. 

About the author 

Stephen Pead is a media industry veteran of 30 years with significant experience in direct sales, sales management and general management. He is based in Sydney and specialises in helping SME’s market their businesses more effectively and providing training for salespeople and sales managers.
He can be contacted at [email protected]