{"id":3892,"date":"2023-03-06T13:47:07","date_gmt":"2023-03-06T18:47:07","guid":{"rendered":"https:\/\/distributionstrategy.com\/?p=3892"},"modified":"2023-03-06T13:47:07","modified_gmt":"2023-03-06T18:47:07","slug":"how-distributors-can-maximize-sales-interactions","status":"publish","type":"post","link":"https:\/\/distributionstrategy.com\/2023\/03\/how-distributors-can-maximize-sales-interactions\/","title":{"rendered":"How Distributors Can Maximize Sales Interactions"},"content":{"rendered":"

Let\u2019s set the stage\u2026<\/span>\u00a0<\/span><\/p>\n

Bear with me a moment as I share some career history. I promise there\u2019s a point at the end \u2013 just stick with me.\u00a0<\/span>\u00a0<\/span><\/p>\n

<\/p>\n

I\u2019ve been in the sales performance improvement business since 1991. I\u2019ve had titles including sales training, sales effectiveness, sales enablement, sales transformation, sales performance development and sales management development.\u00a0<\/span>\u00a0<\/span><\/p>\n

As an employee, I\u2019ve worked in entertainment, advertising specialties, B2C\/B2B financial services, B2C\/B2B insurance, high-tech, software, pharmaceutical, med-tech, hospitality, meetings and convention services.\u00a0<\/span>\u00a0<\/span><\/p>\n

I worked for a top 20 sales training company to develop and implement a course for them, prior to SPARXiQ, where \u2013 in addition to strategic pricing and sales analytics services \u2013 we also develop sales and management training.\u00a0<\/span>\u00a0<\/span><\/p>\n

As a consultant, I did work for companies in high-tech, SaaS, manufacturing, document management, packaging and assembly, telecommunications and office equipment. And now, I\u2019ve been at SPARXiQ for just over four years, working primarily in wholesale distribution.\u00a0<\/span>\u00a0<\/span><\/p>\n

Through my experience, I became familiar with the many sales nuances \u2013 B2C\/B2B, tangible\/intangible, product\/service, long-cycle\/short-cycle, high-ticket\/low-ticket, inside sales\/outside sales and direct\/channel sales. I understand new business development, opportunity management and strategic account management in those various nuances and vertical industries.\u00a0<\/span>\u00a0<\/span><\/p>\n

Why do I share this?\u00a0<\/span>\u00a0<\/span><\/p>\n

Because there is a lesson that I didn\u2019t expect to learn but did anyway.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cSelling is not the same everywhere.\u201d\u00a0<\/span><\/i><\/b>\u00a0<\/span><\/p>\n

This is very different than the \u201csales is sales is sales\u201d message that some spread. Yes, if you go up high enough in an airplane, even the most complex terrain looks like little circles and rectangles. It\u2019s the same with selling. There\u2019s awareness, interest, relationships, explorations, decisions and purchases. It\u2019s these patterns that allow us to develop and align sales process to buying process and move our products and services.\u00a0<\/span>\u00a0<\/span><\/p>\n

But when you get down to the street level, it\u2019s not the same across all distributors. While the concepts and skills (the <\/span>sales methodology<\/span><\/a>) are relatively the same, the real difference is in <\/span>how you <\/span><\/i>apply<\/span><\/i> those concepts and skills<\/span><\/i>.\u00a0<\/span>\u00a0<\/span><\/p>\n

The Necessary Nuances for Sales Success<\/span><\/b>\u00a0<\/span><\/h2>\n

To better illustrate this, let\u2019s imagine you are a seller in the below scenarios, using sales discovery skills. I refer to this as a Situation Assessment with COIN-OP, which stands for Challenges, Opportunities, Impacts, Needs, Outcomes and Priorities. This is the discovery methodology we teach in our <\/span>Modern Sales Foundations<\/span><\/a> program.\u00a0<\/span>\u00a0<\/span><\/p>\n

\"\"<\/span><\/p>\n

This framework can be applied to a very deep, consultative analysis, or a faster, higher-level transactional analysis. You can flex it and adapt to the situation (often referred to as <\/span>situational fluency<\/span><\/i>). Here are two examples.\u00a0<\/span>\u00a0<\/span><\/p>\n

Scenario 1: Counter Sales, Simple, Transactional<\/span><\/b>\u00a0<\/span><\/h3>\n

\"\"<\/p>\n

A customer walks into a branch, inquiring about cordless impact wrenches. You sell various tools from Milwaukee, DeWalt and Ingersoll Rand. Some sellers might just offer the Milwaukee because of the spiff on that unit, and because they know it\u2019s a good tool. Or, someone like you who wants to provide real value might ask about:<\/span>\u00a0<\/span><\/p>\n