7 Misconceptions of Lower Third Salespeople

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# 4: Misunderstand your company's value proposition

Ask: How would you describe the value of the product and services you sell?

From this discussion, you want to learn, his or her:


  • level of confidence and conviction in your company, the products or service, and customer service. 


  • what they really think about the value proposition of the company. Is it a good deal?


  • how they believe the company's value proposition stacks up against the competition.  They may believe your company offers value... but not as much as the competition. 

(Note: Lower third salespeople are often more aware of price than quality. So if your product/serves are value driven instead of price driven, then your salesperson may believe that that best value is the lowest price. More on this topic in the free training on Misconception #6: selling value against lower priced competition)


Now what you're seeking in your conversation is for them to number one talk about areas of the company that are not perfect. Number two how they feel about that. And that is the key how do they feel about these imperfections. 


There are several key principles to discuss about this question. 


1. There is no company that is perfect. Every company has flaws. 


Some companies have more flaws than others but the issue is not whether a company has flaws. The issue is how the company responds to those shortcomings or flaws. The great companies respond quickly and effectively to make things right.

2.  A company does not need to be perfect to offer good value. A good company, with a good product or service, with a sales professional who does his or her best to offer good service... that value is enough for the customer.


Your sales team doesn't need to promise the company is perfect. They don't need to act like every thing the company does is perfect. They do not need to defend imperfections like the company is perfect. What they need to do is respond to imperfections with great service.

3.  Here's the value of imperfection. And this is the million-dollar concept to be able to share with your bottom one third sales people: 


There is no time during the life of their service to their customers to show that they give great service. 


 the sales person and we the company are there to give them good value then when we've messed up. When we've been less-than-perfect. It is then

Because all of the promises of customer-service arts is up to that point is just talk. It's just a promise. It's salespeople saying, "Yes, we will give you good service!"  


In other words, it is easy to give good customer service when everything is going well. 


Ironically, your customer will not fully experience the quality of service that the company offers until something goes wrong.  When your salesperson immediately do their best to correct the situation, that is the true test of service excellence!


And once again, ironically... that is when you can earn your customer's business for life. 


That's the million-dollar equation. Customers don't need a perfect company. They need salespeople who do what they say, when they say it. 


They return calls when they say they will, and gives them service. When things aren't perfect they responds quickly, and gives good service in spite of the company's (or salesperson's) imperfection. That is what the buyer wants.

4.  During this conversation, you want to here your bottom third salesperson indicate they accept that the key difference in the value proposition between your company and the competitors may be them the salesperson. 


Often, they are the key factor more then the company more than customer service more than the product or service it is them and the customer wanting to do business with them.

And that brings us to the next critical question about how establishing and maintaining rapport leads to more sales and will. And will look at that in the next misconception...

The first 4 minutes

 The first several minutes of any conversation with a salesperson sets the emotional tone of the rest of your time together. 


Therefore, the more difficulty a salesperson is having in selling... the more beneficial it is to begin your meeting by finding aspects of their selling that they are doing well. 


That affirms to your salesperson that you do recognize the good aspects of their work. Then, when you address areas needing attention, they are more willing to consider and act upon your suggestions, because he or she believes you understand and value the efforts they are already giving. 


By the way, this practice is valuable for all your professional and personal relationships. 

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