The four foundations of team-based selling

Gene Mage

Throughout my career I have had the privilege of being involved in selling. I love selling because it combines commerce with relationship building, two incredibly rewarding experiences. But early on in my career I learned that selling goes far beyond the “sales-person”. Selling is a team effort, and every member of the organization contributes to making the sale.

When I was in graduate school back in the 1980s (yes, I am that old), I sold cars to pay the bills. What a marvelous learning experience that was. I met people from all walks of life. And I also learned about team-based selling.

I called upon just about everybody in that building to help with the selling process from the owner himself right on down to the high school aged car jockeys. I would introduce the prospect to our service writer, Bill. “Bill, I want you to meet Jennifer. Jennifer is looking at one of our vehicles today, and I just wanted her to meet you.” After exchanging formalities, I might say, “So Jennifer, when you bring your car in for service, Bill will make sure you get everything you need,” and then I would turn to Bill and say, “Right, Bill?” I would ask the technicians to talk about the high-tech equipment they had for servicing the cars. We would visit the business office. We would even stroll by the employee break room. By the time we finished our tour, that prospective customer felt like a part of the family. And that is the point.

When someone buys a product, he or she also buys the organization that stands behind that product. Every person on the team contributes to that customer’s sense of confidence. All it takes is one “sour grape” to blow the whole thing. Every person who works in the business, whether it is manufacturing stove-pipes or installing computers, is “the company” to the customer. All employees, with no exceptions, need to be trained on what to say and do when interacting with customers, and to embrace their roles as part of the selling process.

Here are four “basics” of team-based selling that I teach my workshop participants:

1. Relate. I encourage people, regardless of their formal role in the organization, to be “good hosts” to customers on the premises or over the phone. How would you greet a new friend? You would say, “Good morning! I’m glad you’re here. How’s your day going?” You would make him feel welcome and glad he took the trouble to come to see you. You would act in a way that turned a first meeting into a lasting friendship. You would never begin a relationship by saying, “Can I help you?” Expunge those four words from your building. Instead, ask, “How may I be of service?”
   
   
2. Communicate. Team-based selling works when each member of the team knows what is happening. Make sure everyone on the team knows about product line changes, pricing adjustments, special deals, or pending orders. Then they can pitch in seamlessly if you are out of the building and something needs to be done for the customer.
   
   
3. Anticipate. If you see someone wandering around like a lost sheep, step up and take him where he wants to go! Do not just give directions; walk with him and introduce him to the person he came to see. If you observe that a teammate is buried during a rush time of the day, offer to pitch-in and assist with a prospect. Just make sure you give your teammate sales credit. Then you can expect the same from him.
   
   
4. Cooperate. Pay attention to how your actions affect others. Talk and agree with your teammates about what you do that makes their job easier, or harder. I call this process “Boundary clarification”. When people have clear expectations about who is doing what, and how they will work together, things go smoothly.

To access free learning resources from Leadership Development expert Gene C. Mage visit www.makingitwork.com.