We've seen salespeople in all forms - employees, business partners, vendors, etc. In today’s B2B sales world you have two types of sales people:
- those that "sell to sell"
- those that "sell to deliver
Let me start by explaining the selling philosophies of each type, then I bet you can decide which you are. The descriptions might even remind you of some of your sales reps.
Salesperson that "sells to sell"
- Focused on closing the opportunity. They are so focused on closing the opportunity that they will sacrifice pricing at the drop of a hat.
- First sign of a sell to sell guy is snide or under-the-breath type comments from the delivery team when he walks in the room.
- They will also sacrifice delivery in a way that often forces those that deliver to work extra hours on projects while not billing them to the project or end customer.
- They consider their sales as “investments toward the big deal” or “a way of competing with our overpriced competition.”
- A sell to sell guy has no concern for the big picture, repeatable processes or value proposition. They are only concerned with cutting price or under-selling delivery to meet the needs of the client.
- As a result, margins typically come in below 20%. This isn’t a concern for Mr. Sell-to-Sell guy because his sales manager has agreed to pay them commission regardless of the margins. They both should be fired.
Salesperson that "sells to deliver"
- Focused on selling value to the customer while ensuring a profitable engagement for the organization. Sometimes it is better to lose the opportunity than to sacrifice delivery or profit margins.
- A true "sell to deliver" individual will handle a prospect who is only concerned with price from the beginning by showcasing quality and value.
- Mr. Sell-to-Deliver ensures that a project will be completed timely and properly.
- Selling to deliver provides advantages such as re-usable processes that work, a satisfied customer, potential referral customer and the most important, a profitable engagement that is paid on time.
ANALYSIS: You will find more issues with those that sell to sell. They will undersell quality and oversell on price. Angry customers sometimes do not like paying until a job is completed correctly. Hence, poor cash flow. Now do I have your attention?