What Is The Role Of Sales Commissions In Your Company?

If I Were a Customer and You Were a Sales Rep

Here's How I'd Like You to be Paid

How do you feel when the person with whom you are dealing will earn a commission or win a trip when you buy from them?

• Does anyone other than the sales rep win?  Do you win? Does their company win?
  
• Do they understand your needs and interests?
• Will they traverse your buying cycle so that you can do things at your pace?
• Will they be concerned about your experience after the sale?
• How do you know what's behind their recommendation?  Is it truly your best interests, or an internal SPIF, or selling what's in stock, or inventory liquidation, etc.?  Do they need this sale in order to make quota?

I'd prefer to know that the sales rep is being compensated based on my level of satisfaction.  Companies need to take a fresh look at their sales compensation schemes.  They need to be designed so that when their company wins, the sales rep becomes eligible to win.

Cheap Doesn't Mean Low Price

Use Your Words Wisely

Cheap Doesn't Mean Low Price

It's like finger nails scraping a blackboard when I hear someone say that their product is cheaper, or that they are looking to buy something that is cheaper.

Do they really mean that?  Cheap translates to "poor quality", not better value.

If a quality product happens to be available at a lower price, wouldn't it be better to say that it's less expensive or more economical?

With this as the backdrop, can someone tell me what they'd rather buy or sell that is "cheaper" than the alternative?

"Like" Doesn't Really Mean "Like" on Facebook

Awareness expands when you click Like on a Facebook page.  Your community automatically sees everything you Like.

But, does Like lose its meaning when a company says "Like and be eligible to win something"?  [I guess you can't blame people who Like your offer if they stand to get something in return.]

As a marketer, I refrain from baiting people to Like my article, or product or website, etc.  Otherwise, how would I know how many people really Like my product or service or article, etc.?

Your Preferences Don't Matter

Only Customer Preferences Matter

Quite often a client will balk at a new marketing or business development idea that I present to them.  They resist the change with personal rationale such as "I wouldn't respond favorably to that"; or "I wouldn't meet with a representative who used that approach"; or "that'll never happen".  Those who try the idea often say, "you proved me wrong on that one".

When crafting marketing strategies or campaigns, don't think in terms of your own preferences.  Instead, understand  the needs, wants, problems and preferences of those you are serving.

The Al Dente` Approach to Marketing

The Al Dente` Marketing Strategy

Throw it on the wall and see what sticks

This strategy is followed by many marketers and it doesn't work very well.  Create a master plan and make sure everything you do is aligned with it.

Likeability Vs. Desirability

Likeability and/or Desirability

Essential Traits for Being Selected

To me, likeability reveals DNA for building a strong network and bringing out the best in others, while desirability is earned by delivering a beneficial result, or providing advantage or pleasure.

What is the golden ratio of desirability [a] to likeability [b]?  Can desirable people thrive with a low likeability factor?  How brightly must their product or service shine as the obvious choice to buyers?  Are they artificially likeable for as long as they continue to help their customers look good based on the excellent results produced by their product or service?

Can likeable people survive for a longer period of time when their products or services aren't always the obvious choice?

How would you want your [a] and [b] to be rated by your customers, prospects and channel partners?

Big Sales Opportunities Need Winning Competitive Strategies

Strengthen Relationships By Beating The Competition

Past Relationships Are Trumped by the Winning Strategy

Great experiences at your touch points during a customer's buying cycle will earn you an invitation to begin your selling cycle and a mutually advantageous business relationship.

Developing insight into the customer's products, business model, politics and culture will prepare you to adeptly navigate their power base and beat the competitor's strategy - keys to winning a large sales opportunity.

The customer power base will take notice of your strategic approach.  Many will want their sales teams to emulate your process.  You've already proven that your strategy is aligned with their best interests, so they'll invite you to compete for future opportunities so they can watch you in action.

According to Holden International, only 3% of B2B companies vie for large opportunities at a strategic level. Just 17% earn political support.  [24% compete at the feature/benefit level; 56% at the value-added level.]

If your company is "strategically competent", you will improve the probability of winning.  Strong relationships and loyalty will become byproducts.

If not, you'll need a strong change agent to address the high level of resistance by managers and sales reps who won't want to expand their comfort zones.  Motivate a "strategically favorable" emotional response by rationally engaging them to believe that status quo risk is greater than moving forward.

Watch this 7-minute video on Holden's Power Base Selling.