Simple but important skills like preventing an audio meltdown on a call, knowing how to make strangers comfortable, when to call and when to e-mail, helping your target influencers by using your own network to accrue favors, and building/maintaining that network of influencers for the future, are all things that a good sales representative will know how to do, and that a regular marketer will not.
In a sales-driven world, it can be hard to remember that the majority of salespersons are not the run-of-the-mill wheeling and dealing sharks you may have heard of. In fact, the best salespersons are the complete opposite. They have mastered what the stereotypical salespeople have not: listening. Yes, you read that right- listening is the cornerstone to building a business relationship. Hell, it’s probably the foundation for any type of relationship but I’ll leave that for a future post.
Sales drive businesses to improve their offerings, it’s what create competition between companies and it’s the reason the majority of us have a job. Because at the end of the day, somewhere down the pipeline, someone is making a sale. And the creative space is no different.
In our space, creating lasting relationships with clients and potential clients is of utmost importance. The main reason being we’re not in a transactional environment, we rely on ongoing business dealings with the same client rather than a turn and burn approach. In addition, our sales cycle is much longer; we have many meetings prior to the start of a project and finally, sell through education. As you educate your client, you’ll become a resource, an... Read more