Another sales myth that is the most popular is that if you can sell, you can sell anything.
And a lovely cliché of selling ice to Eskimos. That is also not true.
There are several types of sales people and they perform better if they stick to their marketplace. So, there are people that can generate new business, and we often call them hunters and they have a series of different formal business names. And then, there are those people who can nurture and grow an existing client base, we call them account managers and farmers. They are not the same people.
If you move people between the two jobs, they will fail. The hunters who are agile, adaptive, fluid, capable of dealing with the unknown and that ultimately means people that are new to the business, new to your client base, will get bored and stroppy and lazy if you make them step on and farm. They won’t object though. They’ll agree happily because farming is easier, or it is to them anyway. So they’ll happily say, “Sure. I’ll take over the client base and the prestige of being the account executive,” but they would do a bad job for you.
On the other hand, the strategic long-term precise people who are really good account managers who can sit themselves down and really think about what they need to say and why and how, and prepare the tools that they’re trained, who don’t need to improvise and don’t like doing it. They cannot ___. Not just won’t they willing, they actually can’t. The different mentality. It’s a different skill sets. So, you will waste their skill and capacity if you make them go out and do it. Lots of businesses, when they’re short of cash just get everyone on the phone, let’s all make cold calls including, yes. I’m the managing director. I will sit down because I’m brave and I will do it with you.
Five percent of people are able to do that. Don’t torture and discourage and demoralize your staff by making them do something that they really cannot. It’s not about their willingness. It’s not about them being being diligent.
Watch Part 3: Answering whether there’s only ONE type of Salesperson?