Amy Franko is an author, speaker and expert in modern sales and marketing techniques. She put her most recent observations and lessons learned as a sales consultant and trainer in her new book, "The Modern Salesman". In this conversation, Amy and I discuss the five key skills that every modern salesman must have in his arsenal. as well as why sales professionals have to think like an entrepreneur these days – and why it's not always glamorous. According to Amy, modern business skills must be applied globally – a concept that has surprised me both by its simplicity and its impact. It's a conversation not to be missed – listen now!
What has changed that requires us to define the term "modern vendor"?
It's no secret to sales professionals that prospects and customers have changed the way they want to interact with your business. These days, they come to you with all the information they need about your service or product. This means that we no longer educate our customers about our products, we are able to serve as a consultant to help them discover how our product can best be applied to their situation. In her new book, Amy looks at what she calls the "skills behind skills," that is, the elements that allow us to effectively meet the needs of the modern buyer. Only through these modern sales skills can we meet and exceed the expectations of our customers. Listen to hear him explain because only Amy can explain it.
Modern sales skills need to be applied in a value-based way
We all know what it means to be overwhelmed. The amount of correspondence and data I personally deal with every day is just one example of the kinds of things that contribute to these feelings. Amy points out that we all have limited resources in time, energy, motivation and discipline. As modern vendors, we need to recognize this fact and determine where we want to use these limited resources. This is not your usual decision; it is a decision based on the values we must learn to take. If we can do this, we have just acquired the most important sales skills we have ever learned – and our effectiveness in serving customers and providing them with the value of an ongoing consulting relationship will only increase.
The quality of your relationships will dictate the quality of your sales results
It's simply impossible for us to have basic relationships with the 1,500 people we connect with on LinkedIn. We must be selective and choose to invest our time in the relationships that best serve our goals and our customers. It's knowing how to make the best use of our social capital, which Amy likes to think about: Social capital is the collective value that people create when in a strategic relationship. People who understand this understand that the quality of their relationships determines the quality of their sales results. For this reason, they make intentional decisions about the relationships they establish and the goals they set for themselves. Amy explains so much better that this short paragraph can do, so be sure to listen.
Commercial Ambassadors earn the right to be trusted advisors to their clients
One of the concepts that Amy introduced into her book – which resembles my phrase "Combative Diplomat," but much more elegant – is that modern vendors are ambassadors. The concept is simple and once you understand it, it changes the way you see your role in your sales and prospecting process. An ambassador is a bridge – a person who brings things together and people. An ambassador is an owner – a person invested in their business and their results. An ambassador is a value creator – a person who works for others and enables them to succeed. Listen to Amy explain how the attitude of the ambassador can change the way you approach your next appointment for the better.
Sketch of this great episode
- What it meant for Amy to become more enterprising
- Salespeople must learn what it means to be holistic
- Modern sales skills include relationship management
- The number of people you need to focus on is really small
- What should an ambassador do as a modern salesman?
Resources and links mentioned in this episode
The theme song "Into the Arena" is written and produced by Chris Sernel. You can find it on Soundcloud
Connect with Anthony
Google Plus: https://plus.google.com/+SAnthonyIannarino
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Discover how the environment of vendors has changed and why modern vendors are needed. AmyFranko explains, on this episode of #InTheArena with @iannarinoClick to tweet
The quality of your relationships will dictate the quality of your sales results. @AmyFranko says there is no doubt about it. Listen to his explanation on this episode of #InTheArena with @IannarinoClick to tweet
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