Many years ago, I was a corporate account executive for an Illinois corporation. My sales territory spanned from South Carolina to Southern California. That corporation was steadily in decline. The Board of Directors decided to engage successful sales and management people working for competitors.
I was initially hired as a regional service manager. Soon after, I was promoted to corporate account executive over the southern tier of states. Naturally, a visit to all our factory branch offices was in order.
All branch offices featured a goals statement: “Profitably sell XXXX Corporation Products.” This was the key to the corporation’s poor financial performance. The question that came to mind: “What about the customer?“
While with the Illinois corporation, my sales represented 41% of the whole. Three other corporate account executives covered the rest of the country. My sales were greater than those of any two others. I ended up leaving and starting my own business in 1987.
Consumers experience two classes of sales approaches. Most salespeople are striving to fulfill a sales goal with the rewards in mind.
Successful salespeople also have sales goals. The difference is that a customer-minded salesperson labors to solve a prospective customer’s problems. This salesperson gains business through referrals from past and current satisfied customers.
The second type of salesperson loves their customers, wanting a great outcome from every sale. The customer will recognize the love.
Selfish greed spells the death of a salesperson. Unconditional love builds future opportunities.
My sales approach was to never overpromise. When a salesperson overpromises, the sale will fail to satisfy the customer. There will be no repeat business. I always understated the outcomes of my system designs. Generally, my projects exceeded customers’ expectations. This style of salesmanship builds customer confidence and trust in the salesperson.
John White
Rockwall, Texas
John N. White 