7/2/2010
What Are You Selling? What ARE you selling?
Would you give your customer a catalog and say “Flip through it and see if you like anything.”? Or do you ask questions to find out what they need? Do you offer solutions and then explain why the features of the product will benefit the customer?
You should be doing this same thing with your line card and your company portfolio. The “features” of our company and our professional development are inherent “benefits,” but do your customers understand how they benefit? If they do not understand, it is YOUR job to share the good news!
Charm and a sense of humor aside, what benefits do you bring? Does your customer KNOW it?You are a CPMR grad. Explain how that that benefits your customer. Explain your product mix that you created via line profitability analysis and why it is valuable for you to bring multiple solutions to your customer. Succession planning means your firm is around for the long haul. Strategic planning shows you are looking to the future and how to provide new and improved services.
I would argue that you should also be selling these same benefits to your principals (manufacturers). We often speak about account penetration. Do you have that same level of visibility at your principal’s office? You certainly should. If the CFO only sees your name when they sign the checks, perhaps they don’t understand exactly what that money pays for. The value you and your firm provide to the principal and the customer costs much more than either of them pay.
Don’t expect the monthly report to convey the value of your firm to the principal. TALK to the C-Level suites at your principals (CEO, CFO, COO, CIO). Tell them what you do every day. Make sure they know that your firm has many feet on the street sharing their story. You are an asset to the manufacturers you represent! And YOU are the only person that can explain that benefit to them.
If you have CSP graduates on your staff, be sure to share the associated benefits of that feature with your principals and customers, too. If you DON’T have CSP graduates on staff…why not?
The Certified Sales Professional is of the same caliber as CPMR, but its focus is sales. Understanding yourself and your customer. Learning the 8-step sales process gives each participant a clear map for each and every sales call. If you are still selling, you will appreciate the CSP program. We guarantee it. And yes, we put our money where our mouth is…if you don’t find value in CSP, tell us…we’ll refund your tuition.
You are the most versatile and useful product on your line card!
So, again I ask, what are you selling?
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Arvada, Colorado 80005 
