Sales Stories: Crafting Authenticity and Architecting Value in Every Tale
In our previous class, we were privileged to have Mr. Shailesh Rathod share his experiences with us. Those who were present would attest to the ease with which he navigated a vast landscape of topics, delving deep into each one with an expertise that was both enlightening and engaging. His words weren't just mere sentences; they were a testament to his unwavering passion, his insatiable hunger for knowledge, and his relentless drive that refuses to accept rejection.
This spirit, this tenacity, is the hallmark of an exceptional salesperson. It's not just about the product or the pitch; it's about the attitude. The best salespeople possess an unshakeable belief in themselves and their abilities. They approach challenges with a mindset that they can conquer any obstacle if they put their heart and mind into it. Reflecting on my decade-long journey post-MBA, I've come to realize that while every sales triumph has its unique strategy, it's not the strategy itself that guarantees success. It's the person behind it.
What's fascinating is that no two salespeople are the same. While one might find success with a particular approach, another might falter using the same method. This, in my view, is because it’s not the style that matters. What sets a really good salesman apart is their authenticity. Everyone has a different way of showcasing their authenticity. But then, the person who's looking for it will be sure to find it. They can see through unauthentic sales pitches very quickly.
Remember, authenticity breeds trust. And trust is that critical resource that not everyone can make use of. However, it's essential to understand that authenticity isn't a one-size-fits-all approach. It's about being true to oneself, understanding one's strengths and weaknesses, and leveraging them in interactions. It's about listening more than speaking, understanding more than pitching, and connecting more than selling. You will see that it’s easy for anyone to go on and on and on about these amazing traits that we must cultivate. The stories that are told to highlight this are so many that we lose count.
Every good salesperson has many captivating stories up their sleeve. You heard so many of them last week.
Are they designed to entertain? Absolutely!!
Do they serve as lessons from which we can glean insights? For the most part, yes!
Now, let’s get to the crux of the issue. What is this lesson that these stories have in common?
The underlying lesson that resonates through these stories is the profound impact of genuine human connection combined with a sincere intent to architect value for another party. Reflect on the narratives shared: the innovative automation solution for a prominent hotel chain, the drone proposal for a bustling port, or my own experience with the DPR chair at IIM Calcutta.
Each tale underscores a genuine effort to bring tangible benefits to our 'clients'. These weren't just run-of-the-mill solutions; they were creative, sometimes even audacious, propositions. But what's truly remarkable is the common thread in these stories: two somewhat imaginative sides, both willing to think outside the box, coming together in a partnership anchored in mutual trust and a shared vision.
The Power of Collaborative Innovation
In the realm of sales, it's not just about presenting a product or a service; it's about co-creating solutions. This collaborative spirit is what differentiates a transaction from a partnership. When two parties, both brimming with ideas and enthusiasm, come together, the results can be transformative.
Mr. Rathod's stories illuminated this principle beautifully. It wasn't just about selling an idea; it was about understanding the unique challenges faced by the 'client' and then working together to ideate and implement a solution that addressed those specific challenges. This is where the magic happens in sales. It's not about pushing a product but about pulling together resources, expertise, and creativity to craft solutions that are tailor-made.
This is where some understanding of product management comes in handy. Remember those three concentric circle? The core product, the actual product and the augmented product? Now let’s look at the sales version of it. There may be very limited scope for a sales person to change the core and actual product- but the augmented one is where you can let your imagination run wild. There are many instances when it is the augmented product that clients really buy, and the architect of this augmentation is the salesguy!
In today's competitive landscape, customers are no longer satisfied with off-the-shelf solutions. They seek partners, not just vendors. Partners who are willing to invest time, understand their world, and co-create solutions that drive mutual success. This collaborative approach not only leads to better solutions but also fosters deeper, long-lasting relationships built on mutual respect and shared victories.
Marketing vs Sales
As we delve deeper into our sales journey, it's crucial to remember that our role is not just to sell but to collaborate, innovate, and elevate the solutions we offer, ensuring they resonate deeply with the needs and aspirations of those we serve.
Very often, you would face a whole host of challenges while architecting these solutions. It’s important that you recognize where these objections are going to stem from. One such area is possibly the marketing department.
"The aim of marketing is to make selling superfluous." - Peter Drucker
This profound statement encapsulates the ideal relationship between marketing and sales. If marketing is executed effectively, it creates an environment where the value proposition is so clear and compelling that the sales process becomes almost a formality. However, in reality, this kind of synergy may never really happen.
The tension between sales and marketing can arise from differing perspectives.
While marketing aims to create a broad appeal and generate demand, sales often deal with the nuances of individual client needs and objections. The challenge, then, is for sales to leverage the groundwork laid by marketing, while also ensuring that the unique value propositions are tailored and communicated effectively to potential clients. Recognizing and addressing this dynamic is essential for both departments to work in harmony, ensuring that the overarching business goals are met. Today, many companies are now focusing on "smarketing" – the process of integrating sales and marketing to ensure they work more harmoniously together. You should read about this!
And that is precisely the lesson we are going to deal with in the next session. What’s the conflict between the sales and the marketing department? How would you sense it as a salesperson? (or as a marketing person) and what can you really do when such issues arise?
I will send you the mini-case to read for this in a few days' time - and on Friday, we shall discuss it in class.