Puget Sound Business Journal Article
by Roy Chitwood
Don't just look for a job - build a sales career
Puget Sound Business Journal
October 29th, 2001
World Class Selling
by Roy E. Chitwood, CSP, CSE
A major misconception many salespeople have when considering whether to
pursue a position within a new industry is that they don't have the
relevant experience necessary to make the transition. This couldn't be
more incorrect.
If you're up against a sales candidate with experience within the new
industry, sure, she has a competitive advantage in terms of industry
knowledge. However, you can learn the features and benefits of a product
or service very quickly compared with the time it takes to become a sales
professional in the truest sense. And if you've truly become a sales
professional, you can stand out individually when competing against any
candidate.
It's important that we're clear on the definition of a professional. My
definition is a person who has the commitment to a calling combined with
the education, training, and expertise that an amateur doesn't have. I
truly believe that a professional salesperson can sell any product or
service to anyone, as long as he has a belief in the product he's selling
and the value he brings to the customer.
The No. 1 reason salespeople question their ability to move into a new
industry is that they doubt their own experience and competency. I believe
this can be attributed to a mistake so many salespeople make: that is,
merely holding a sales job rather than building a sales career.
In my opinion, for a salesperson to truly excel, she must invest the
time and education necessary to learn the profession. Simply calling
yourself a professional salesperson and printing as much on a business
card doesn't make you any more professional than carrying a little black
bag will make you a doctor.
Many times I wonder what would happen to a person in a sales job if he
would spend just 10 percent of the time in learning the sales profession
as it takes to become a doctor, lawyer or an engineer. How much success
would he have? How much money would he earn? And most importantly, how
many clients would he help?
If a person is willing to make the commitment to become a professional
salesperson, there are five characteristics she must honor to build a
successful sales career. They are:
- A will to learn. Salespeople must realize that they really are in a
profession and they must learn it. It's easy to hang a shingle and call
oneself a salesperson; and the entry bar into selling is often very low in
terms of the schooling and education required. Don't be fooled by these
low requirements. School is never out for the sales professional and you
must always focus on improving your abilities.
- The need to intern. As in any other profession, whether it's medicine
or mechanics, you have to serve the apprenticeship. A glaring way people
go wrong is that they're attracted to the great earning potential in
selling. If it were as easy as accepting a position, everyone would be
doing it and the profession wouldn't pay what it does. You must pay your
dues and serve your internship to learn your profession.
- Sense to specialize. This is the step that can help you move into a
new industry. This is because outstanding sales professionals become an
expert in a specific area.
For example, when I was in the insurance industry, I could usually
determine how successful an agent was with one question. I'd ask, "What
type of insurance do you sell?" If the person replied with, "Auto, life,
health, home, fire, whatever you need," I knew I was talking to a less
than successful salesperson.
A specialist, however, would reply with, "I help high net worth
individuals protect their assets" or "I help employers develop unusual
benefit plans to keep their valued employees," or whatever their area of
specialization was. I knew this person was highly focused, and therefore,
likely highly successful.
And since most salespeople aren't specialists, by demonstrating to a
company within a new industry that you've become a specialist in your
current industry, it will be assured that you'll invest the time and
dedication to become an expert in its industry, too.
- Time to fraternize. Successful people associate with successful
people. Ensure that you're associating with the type of people who will
uplift you toward your goals.
- Desire to contribute. Give back to the profession. It's been said that
what you do for yourself dies when you die; what you do for others lives
on forever. True professionals give back to their profession by coaching,
mentoring and advising other young professionals.
If you reached "professional" status, don't shy away from career
opportunities in different industries. If you have the desire to enter a
new industry, turn your lack of industry experience into a strength by
demonstrating to companies that you're an expert in your current business,
and that you will become an expert in theirs as well.
Roy Chitwood is an author, trainer and consultant in sales and sales management and is president of Max Sacks International, Seattle.
