For some professional groups, selling is a dirty word. Many knowledge workers, such as consultants, management advisors, lawyers, private bankers, and architects, are often critical of the term 'selling'. Some even detest it. Just the thought of it: selling?
Besides, we don't do that here! Ugh, how disgusting! This aversion stems from the image many knowledge workers have of salespeople: they are superficial, unreliable, only focused on their own wallets, and they talk too much and listen too little.
On the one hand, understandable: a lot has gone wrong in the name of 'sales'. Energy contracts, cars, exotic investments, charlatans in consultancy, you name it.
Moreover, it is simultaneously unfortunate, those negative associations with the sales profession. After all, nowadays the skills to sell yourself and your services to the outside world are crucial.
Furthermore, 'Skills pay the bills,' as an old sales adage goes. And negative thoughts about sales are not exactly conducive to that. Moreover, they are unnecessary and have been overtaken by reality.
Furthermore, researcher and author Daniel Pink describes in his book 'To Sell Is Human' that professionals spend approximately 40% of their time on… selling! Indeed: even the non-selling anti-salespeople are selling these days, whether they like it or not. Take a look?
That is why management consultants sell their strategic vision to boards of directors, private bankers sell their investment strategy to clients, and consultants sell their idea about the new ICT structure to a client.
As a result, a lawyer simultaneously sells his plea first to his client and then to the judge, and the architect sells his ideas about vacancy to the municipality.
What do you mean: we don't sell?
Consequently, as a knowledge worker, you are already selling, even if you might call it 'advising'. You can become even more effective at this if you set aside your aversion to sales and put appropriate sales skills to work.
Another step that is smaller than it might seem: many 'non-selling' professionals are actually pure sales talents. They are not pushy, they prepare well, work in a disciplined manner, and their substantive knowledge is excellent.
In short, a solid foundation for commercial success. But that foundation alone is not sufficient. The supply of knowledge workers seems very similar in terms of content. Precisely for this reason, a subject matter expert must be able to sell himself, his organization, and his services in an appropriate and distinctive manner.
For example, below are a number of tips that can help you fulfill your commercial role:
- Revise your beliefs about selling
After all, professional selling is different from forcing things on people that are of no use to them. Top salespeople realize that they are most successful when they contribute to their client's success. That goal is therefore central to everything they do.
Moreover, knowledge alone is not sufficient for this. Appropriate sales skills help you make the difference compared to competitors who rely primarily on their expertise.
- Develop the right question, listening and argumentation techniques
Incidentally, a common misconception: these are basic skills, we know this. Wonderful. But be honest: how good are you at them? What do you really know about your client? What buying motives are at play? On what basis will he or she make a decision?
So, where do his or her personal priorities lie? Avoid assumptions, however tempting they may be. Ask follow-up questions, listen carefully (also to how things are said and what is not said!).
Finally, ask further questions. You then use the insights gained not only to determine the content of your offer, but also, and specifically, to present it to your client.
- Share insights and experiences
Therefore, simply asking questions is not sufficient. You run the risk that a customer conversation yields a lot of information for you, but leaves the customer feeling disappointed. You can prevent this by sharing insights and experiences with your customer.
However, you could, for example, talk about how you helped a client in a similar situation and what the result was. Good real-world examples are a powerful yet underutilized tool to show a client how you can help them.
So pay attention: prepare this well and be careful with confidential information!
- Be careful with your time
In fact, time is money. This is a particularly important factor for knowledge workers. Some professionals invest a lot of time in prospects who never become clients. It may seem bold to flog a dead horse, but does it make sense? You cannot win every assignment.
In the meantime—and you shouldn't want that either—you can safely assume that about half of your prospects or suspects are not a good fit for you.
Furthermore, that is not a problem, as long as you find out in time by asking the right questions and then act on it. The more time you have left to get to work with interesting prospects who are a better fit for you!
- Develop yourself in the sales field
Moreover, sales is a PROFESSION. Indeed: PROFESSION in capital letters. And just like substantive knowledge, sales skills require development and maintenance.
Furthermore, this can be done in various ways: by reading, by attending a training course or workshop, by incorporating the topic of 'commerce' into work meetings, by paying attention to sales in the structure and content of presentations, by reflecting on a sales process, etc., etc.
Also, don't make this too big and start with a small step.
That is why selling is not dirty. In fact, it allows you to distinguish yourself positively in an appropriate manner. By applying your skills in a relationship-oriented way, you increase your impact and commercial return.