Encouraging a Sales Mindset across Your Entire Organization: It's Time to Consider Everyone as a Salesperson
Yesterday, I chatted with renowned author Matt Dixon about his forthcoming book, titled "The Activator Advantage." This book delves into the unique world of business development within professional service firms. These companies often lack designated salespeople, instead expecting everyone to bring in new business, with partners as the main rainmakers.
Matt's book is still a few months away, so I'll share more insights as we get closer. However, our conversation spurred memories of my initial experiences in sales.
Sales: Not Just for Some
After earning my chemical engineering degree, my first job was with an industrial equipment manufacturer. I aspired to be in sales, but at 19, I was told I was "too young." (Where was DEI when I needed it?) Instead, I joined the design and research & development team.
A few months into the job, I attended a multi-day training program for my specialty. To my surprise, I was the sole representative from the equipment maker. Everyone else was from the user side, who could potentially become our customers.
Upon returning, I shared this with our VP of sales, a seasoned industry veteran. He occupied an office overflowing with paper, despite looking like a mess. After listening, he commented with a dry wit, "At this company, we consider everyone to be a salesperson."
The Hidden Salesperson
At the time, I felt a bit embarrassed. I thought sales was someone else's job — a job I had missed out on. Looking back, I realized I'd missed an opportunity. I could have learned about the needs and pain points of user companies. I could have connected with potential clients.
Reflecting on this incident, I noticed that the concept of everyone being a salesperson was more pertinent today than ever before. With modern technology and global connectivity, everyone in the company has contacts outside the organization.
Every Employee as a Salesperson
Today, employees use social media and attend industry events. They participate in online forums, conduct networking sessions, or simply interact with friends and family. Sometimes, they even deal with customers or potential clients.
This means everyone in the company has the potential to contribute to sales. Here's how each member can become a salesperson:
- Cultivate a Positive Image: Encourage every employee to develop a positive image of the company in their interactions.
- Invest in Networking: Encourage employees to seize opportunities to network, learn, and develop knowledge related to their profession or industry.
- Listen to Customers' Needs: Teach employees to actively listen to potential clients' pain points, suggest solutions, and uncover opportunities.
- Empower Autonomy: Provide employees with the resources, support, and autonomy to identify growth opportunities and present the company's unique value proposition.
By incorporating these practices, companies can cultivate a workforce that views every interaction as a sales opportunity, which can positively impact business development and overall success.
Matt Dixon, the author of "The Activator Advantage," discussed the unique sales landscape in professional service firms where everyone is expected to contribute to bringing in new business. Yesterday's conversation brought back memories of my early career in sales, as I was initially denied the opportunity due to my age. However, in my role as a chemical engineer, I interacted with potential customers, unknowingly playing a hidden salesperson's role.
Reflecting on this experience, I realize that modern technology and global connectivity have made every employee a potential salesperson. They can cultivate a positive image of the company, invest in networking, actively listen to customers' needs, and empower autonomy to identify growth opportunities and present the company's unique value proposition.
In Matt Dixon's upcoming book, 'The Activator Advantage,' we can expect insights into this transformative approach to sales in professional service firms, perhaps even leading to improved sales dividends.
