Sales Executive Must Knows September 1st, 2007
Sales executives across all markets and products need to have a basic knowledge set according to an executive at Empliant, Inc. With this knowledge set, executives can effectively train their sales force to increase profits.
According to Mike Owen, vice president of HR, sales, marketing, and business development for Empliant, there are “Four Knows” every executive should instill in their sales force.
1. Know the product. Sales executives must possess sufficient knowledge of the product to best match customer needs and wants. They may not need to know roof truss load/deflection formulas, but they sure need to know what a roof truss is and what it does (as well as other components of the product).
2. Know the sales process. Executives must understand and be able to effectively execute the sales process from researching prospective leads to presentation to closing and servicing the sale. Each company has a process, and sales executives need to learn it, execute it, and help refine it.
3. Know the purchasers. In other words, executives have to understand the marketplace in which they operate and the buyer profiles from prior successful sales. Sales professionals have to listen, listen, and listen to be able to effectively “build a relationship” with the prospective buyer, clarify their needs and wants, and know when to close the transaction.
4. Know themselves. Executives need to work with their sales force to help them understand their own motivators, areas for improvement, strengths, most/least effective work patterns and processes, and barriers that hinder success.
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