In The Psyche Of The Salesperson
It may sound a bit didactic to theorize on our instincts in the market, but the majority of suppliers and distributors do show interest in the sales process. Since the basis of our network revolves around selling, we should focus on the quest for new and different sales methods.
We have the industry advantage of access to great resources and historical data about the promotional product sales process. We’ve seen countless theories on sales models and explanations of what we do. We act as product specialists, brokers, agencies, solutions providers and more. And what motivates us to sell differs as much as our job titles do: Some of us sell because we love interacting with other people, while others enjoy constant challenges. Sometimes, it’s the rush of the competition, a flexible schedule or the prestige of client association that keeps us going.
In the end, what we all have in common is the sale of products and services, albeit in a variety of ways. Our bottom line is based on the percentage we capture from product sales—but there’s more to the sales psyche than the bottom line.
Ego plays a part behind what psychologically motivates those in sales, and for many, each presentation and sale offers the opportunity for recognition. In sales, knowledge is power. We need to be versed in everything from our customers and their specific markets to their product lines. Often times, after demonstrating mastery of these key components, having customers and colleagues recognize our knowledge is almost as satisfying as a commission check.
Then there are those salespeople who are in it for the thrill of the strike—the big and illusive order that is always out there and sometimes comes home. Others hone in on a particular customer or market, carving out their own niche. There are also those we call the “market makers,” who specialize in a particular product and all of the item’s opportunities.
Agencies operate on a psychology emphasizing the use of multiple ad media to make the sale. Other strategies incorporate different disciplines, including market research, design, packaging and distribution.
While the “responder” salesperson’s psychology takes on various forms, typically the ultimate goal is helping customers with their wants. The “personal shoppers” sales type matches the opportunity for profit and skill with their enjoyment of shopping, and “order-takers” work with customers who are savvy enough to know what they need and help them through the maze of available options in the marketplace.
In other words, the psychology we use to sell is largely based on our own personalities and needs. Whoever we are, no matter what our motivation, we can find a successful, self-fulfilling place within our market—and hopefully enjoy ourselves while doing it.
DinoMar, Inc. is a consultative marketing and sales firm specializing in the promotional product market of the advertising industry. DinoMar’s president and principal consultant, Mary J. Kilburn, brings more than 29 years of service in the promotional products field, serving with two of the top 25 industry-leading distributor firms in sales and sales management, as well consulting with a vast array of new market entrants from other arenas on both the distributor and supplier sides. Kilburn develops programs for increasing sales as well as creating innovative strategies to define growth in primary and secondary markets. DinoMar, Inc. may be contacted at www.dinomar.com, firstname.lastname@example.org and (800) 942-8250.