What Should You Do When You or Your Company is Disliked in Sales?

Posted by Dave Kurlan on Mon, Apr 11, 2016 @ 06:04 AM

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I know.  Everyone loves you. You are just so likable that it's inconceivable that you could be disliked.  As usual, I see things a bit differently and I'll prove that there is someone that not only dislikes you, but might even hate you.  For example, my company, Objective Management Group (OMG), is universally hated by an entire vertical!   I'll share that with you, but first I must ask you a question.  If you are in territory sales, is there a competitor salesperson gunning for you?  Have you taken business away from anyone?  Do they hate you?  Is there a competitor who is all smoke and mirrors, who can't deliver on what they promise, who still manages to win business at your expense?  Do you hate them?  Do you sell a product or service that can help a company do more with fewer employees?  Do those employees hate you?  It wasn't that long ago when Apple hated Microsoft and Microsoft hated Apple.  Allow me to provide a few examples and then I'll share how to deal with the hate.

One of OMG's products is our legendary, accurate and predictive Sales Candidate Assessment.  Everyone from the CEO down through sales leadership and HR love this tool, but internal recruiters hate it and recruiting firms hate us!  Internal recruiters hate us because they have to work harder to find sales candidates who will be recommended.  It's their job, so they deal with us.  After all, only 7% of all salespeople are elite, and just an additional 16% who qualify as strong.  That means that 77% of the candidates they find suck, usually aren't recommended, and our assessment exposes that.  

For recruiting firms, the hate is even worse.  Their profit depends on a company quickly falling in love with a candidate and when one of their clients wants to use OMG's Sales Candidate Assessment, it is not only more difficult, but it takes much longer for them to find the right candidate. That eats into their profit and they absolutely hate that!  One way that recruiting firms deal with this is when they attempt to discredit our assessment.  As you can imagine, that kind of hate isn't much fun because it puts clients right in the middle of that battle.

Over the years, the creative people in our entrepreneurial and innovative economy have been responsible for developing products (think internet-related) and services (think outsourcing) that eliminate jobs.  The employees who are most vulnerable to having their jobs eliminated absolutely hate the companies and their salespeople who provide those services.

Speaking of entrepreneurs, one of the best sites is EvanCarmichael.com and last week, Evan hosted a video interview with me when we talked about assessments, selling, presenting and differentiating.  It was a fun and fast-paced interview and you can see it here.

So what can you do when you there are groups of people who hate you?  Introduce the issue yourself.  You'll need to wait until you have uncovered their compelling reason to buy and then you can ask a question like this one, "An ideal solution is going to eliminate some jobs, and while that will save the company money, how will you deal with the pushback that you're going to get?" or, "A solution that will solve the problem we are talking about will cause this group over here to be quite upset.  How will you deal with the protests you are going to get from them?"

Here are some additional resources.

This article on how to ask questions so that customers buy and you don't have to sell was named one of the top 10 sales blog posts of the month.

This article that I wrote for the SellingPower blog explains how to sidestep price issues so that you can sell value!

Topics: sales assessment, Dave Kurlan, competition, Motivation, Apple, objective management group, selling power, microsoft

Is it OK if You Lose Customers Because of the Evolution of Your Product?

Posted by Dave Kurlan on Mon, Jan 11, 2016 @ 10:01 AM

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Did you ever look for something you haven't used in quite a while, only to be dismayed when you couldn't find it?  Where could it be?  Did you lose it?  Did the cleaners throw it away?  Was it stolen?  Did you tuck it away somewhere, but can't remember where?

Did you ever lose a long-time customer?  Did it happen overnight or was it a long time in coming?  Did you try to save them?  Were they savable?

One of the inevitable facts of selling is that the Law of Sales is much like the Law of Gravity.  "What goes up must come down" loosely translates to "Who you sell will eventually go away."  The only question is whether that will be days, weeks, months, years or decades from now.  

In 1990, Objective Management Group (OMG) began selling what would eventually become an elite, world-class suite of sales force evaluation and sales candidate assessment tools.  We helped companies through third-party resellers who would eventually be called partners.  We started with 6 charter partners, all of whom remained active until last week when 1 of them made the decision not to continue with us after 25 years.

Partners come and go.  For the last 15 years, the number of sales consultancies we have partnered with has averaged around 150 partners worldwide.  So why would a long-time, loyal partner or customer go away?

In this case, it's evolution.

Companies evolve. Products evolve. Customers evolve.

However, when companies, products and customers do not evolve together, there is an opportunity for a competitor to swoop in and fill a void.  And here is the million dollar question:  Is that OK?

Maybe.

There is a fine line between leading and listening.  Of course, you want to listen to your customers and provide them with win-win solutions.  At the same time, you can't stop evolving because a customer does not want to join you on that journey.

For example, suppose a printing equipment manufacturer had made the complete transition from mechanical printing to digital printing and one large customer wanted to continue printing with mechanical equipment. While the manufacturer saw the coming trends, technology, promised efficiencies and new opportunities, the customer was married to his mechanical equipment and didn't want to make the investment in new digital equipment.  Does the manufacturer listen to the large customer and slow its own evolution, or do they allow that one large customer to leave, while continuing to lead the way to the future?  And if the manufacturer did listen and slow down, how long would it be before the customer went bankrupt and the manufacturer no longer had the lead over their competitors?

OMG is committed to continuing to create, innovate and provide amazing, insightful, powerful, timely, accurate and predictive evaluations and assessments for sales forces and leadership teams.  This isn't some sort of marketing slogan either.  This is what we have been doing every day, all day, since 1990.  Selling has changed dramatically in the past 7 years and our evaluations and assessments have had to evolve as well.  For example, some of the many things that we have added or enhanced include:

  • Social Selling proficiency
  • CRM proficiency
  • Inside Sales
  • Lead Gen
  • Appointment Setting
  • Intrinsic Motivation and How Intrinsics are Motivated
  • The Buyer Journey
  • Enhanced Sales Process
  • Ideal Roles
  • Ramp up Time
  • Longevity
  • Sales Posturing
  • Sales Messaging
  • Sales Leadership Effectiveness
  • Sales Management Effectiveness
  • Pipeline Analysis
  • Modification of our 21 Sales Core Competencies
  • Perfect Fit Analysis
  • Much, much more.

It's disappointing when a partner isn't willing to take the next step into the future.  At the same time, when partners stay and applaud our work, it validates that we are doing the right things, going down the right path and leading the way. The many consultants who email, wanting to partner with us because of what we are doing, further validates our actions.

Will you attract more customers than you will lose or will you lose more customers than you will attract?  Will you suffer in the short-term, but prosper over the long haul or will you achieve a short-term gain at the expense of long-term results?

Think about all of the customers who moved to Apple because Apple knew what people would want to have.  And think of all of the people who left Microsoft and Windows until they innovated and introduced the Surface Tablet and Windows 10.

Innovate, evolve, push, lead and perfect your life's work.  It won't be right for everyone at every moment, but that's just the validation you need that you are doing it right.  Customers may leave when they aren't happy with your service or your perceived value and that needs to be addressed.  But when they leave because they can't or don't want to keep up, it means that you are doing the right things.  

Topics: Dave Kurlan, sales leadership, Apple, CRM Application, Windows, innovation, microsoft

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Best-Selling Author, Keynote Speaker and Sales Thought Leader.  Dave Kurlan's Understanding the Sales Force Blog earned a medal for the Top Sales & Marketing Blog award for six consecutive years. This article earned a Bronze Medal for Top Sales Blog post in 2016, this one earned a Silver medal for 2017, and this article earned Silver for 2018. Read more about Dave.

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