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Think about the last time you you went into a business and had to interact with a salesperson. Chances are, you didn’t encounter someone that was hitting you with hard-sell tactics but, rather, met someone who got to know you and your needs to help you select what you needed. Even car dealerships are starting to shed those hard-sell tactics (but not completely).
The same is true for your company, too. We all know that sales keeps your company alive, but your sales team is as much a team of brand ambassadors as they are revenue generators. Nowadays, it’s not so much about hiring people who can sell as much as it is hiring people with whom your customers can relate.
The Charisma Factor
Success in business will always have some measure of likability and charisma. This, as we all know, is especially true for your sales team for whom charisma and likability are the ‘secret sauce’ for customer relationships. Your sales team must be a group that can easily engage with customers and connect with others on a personal level. Having a sales team that can make your customers feel valued, heard and understood helps with sales — duh, right? — but also reflects those positive perceptions to your overall brand. It goes without saying that this is a huge part of fostering customer loyalty.
Confidence is probably one of the first attributes you thought of when you started reading, but there’s a fine balance between confidence and being a cocky jerk — being able to differentiate between the two is indescribably important. (Hint: this goes as much for you as a leader as it does for your salespeople as brand ambassadors.)
More important that confidence are positivity, authenticity, and warmth — because we all like to do business with people who care about us. A confident salesperson who is positive, authentic, and warm is the person who can turn a casual conversation or inquiry into a fiercely loyal customer. And just like confidence isn’t arrogance, charisma doesn’t mean being the loudest. Charisma is about being genuinely interested in the customer and able to communicate with them effectively. (Notice how we didn’t say “deal with them” or anything like that — if you’re “dealing with” your customers, we need to have a discussion about how to improve relationships.)
Identifying a person in the interview process who meets these criteria should be pretty easy. They should make a good first impression (another duh, we know), be engaging, and attentive — after all, they are trying to sell you on hiring them.
Belief in Your Product or Service
We’re willing to be that your company sells either a unique product or service or one that is head-and-shoulders above the competition. So your sales team need to have the same knowledge and belief. When your team is passionate about what they’re selling, then selling isn’t an activity so much as it is an outcome. Makes sense, right? And their belief and passion is contagious which — you guessed it — reflects positively on your brand and makes your customers more likely to buy (and buy again).
So, when selecting people for your sales team, prioritize those who show a real interest in your company and its offerings. This can be as easy as asking candidates why they want to work for you and what about your product or service got them excited about joining your team. Their responses should reveal whether they’re truly invested in your mission or just looking for a job.
Representing Your Brand
We’ve mentioned a couple times now about your team (especially your customer-facing folks) being ambassadors for your company and your brand. Your sales team logically plays a critical role because they’re often the first—and sometimes only—point of contact between your business and your customers. The way your salespeople conduct themselves can either build or damage your company’s brand and reputation.
Look for people who not only align with your company’s values, but who also embody and project those values in their interactions with others.
Training is also key in ensuring your sales team represents your brand well, so make sure you don’t neglect this critical component of onboarding new employees (including salespeople). Make sure they understand your company’s history, mission, vision, and goals. Equip them with the knowledge they need to answer questions confidently and accurately which, when combined with their charisma and passion, should energize your customers to take the next step.
Strengthening the Brand-Customer Relationship
We’ve said it before, sales is about customer relationships. We all know that our customers have a multitude of options, so building those relationships could be what makes the difference for you when your customer is ready to make a purchase (or even makes it a no-brained that they don’t even think about). A sales team that focuses on relationship-building is more likely to create repeat customers.
Structure your company so that every member — especially your sales team — has a customer-first approach to everything they do. This means listening to their needs, offering customized solutions, and making sure to stay in touch after the sale. When customers feel like your company genuinely cares about their needs, they’ll keep coming back and encouraging others to give you a try, as well.
Make sure you also listen to your sales team — they will gain valuable insights from customers and potential customers that can help you stay ahead of product needs, service issues, or even economic trends.
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