Sales in an (almost perfect) information environment

Mariana Alfaro Cendejas, MCA, MNI,  professor in the Department of Marketing and Sales of the Tecnológico de Monterrey Campus Querétaro.           [email protected]

What is the first idea that comes to your mind when you hear the word “salesperson”? Most people consider sales as a vanishing activity where tricks and gimmicks that were developed more than fifty years ago control the situation. In other words, sales refer to an activity that implies little intellectual effort and assumes that there is a very close relationship between sales, fraud and deceit.

One of the classic adages of the sales profession is ABC (“Always Be Closing”). This has been a dominant idea that is so firmly rooted in our minds that the moment we learn someone is a salesperson, he or she becomes a suspicious person. That is far from being the case.

According to sales specialist, Daniel Pink, in the XXI century where technology has taken over and has penetrated our most primitive habits and environments, selling is ever more human. It may seem contradictory, nevertheless in a world where we daily receive Megabytes of information related to products, services, solutions and proposals, the most effective solution is indeed a more authentic and genuine human being.

For all the people who directly or indirectly sell, there are two pieces of news that are important to know and apply: first, it has been a while since things changed and now we are all in sales, we are all salespersons! And second, sales have reinvented themselves.

Creative thinking has a new design through which today it is possible to understand the biological and attitudinal nature of a client´s decision making. This forces us to reconsider our paradigms and learn all over again methodologies such as having empathy for clients, the route towards catching the attention, paying attention to the effectiveness with each contact and the follow through after the sale has been completed. It is precisely this last idea where in fact, the new sales cycles begin.

Financial indicators are obsolete when trying to understand the result and quality of sales, there are new ways to measure and analyze data that allow us to be more successful not only to predict the future but to create it. This “2.0 world” we live in, opens up new opportunities to commercially grow. The first ones who acquire these competences are the ones who will lead the new turn in a consumer´s behavior.

Let us remember Steve Jobs: “Be a yardstick of quality. Some people aren´t used to an environment where excellence is expected”