Today, the difference between a good salesman and an outstanding one isn’t just closing ability. It’s technological agility.
It’s the difference between surviving in a world of hyper-competitiveness and thriving despite more saturation of information, products and services than ever before in the history of mankind. You need a car brand guide like this one at Jalopnik just to differentiate between all of the luxury car brands available these days, and the differences in quality throughout the tiers are becoming harder to detect. Raphael Orlove, of Jalopnik, states, “With so many luxury car brands out there, it’s hard to know which one stands for what.”
It’s not just within the automotive industry either – it’s everywhere. People walk by your store and can compare prices you have with those across the street with a small device in the palm of their hands. While trying on that suit, you better believe they’ll be looking up peer reviews of the clothing brand and competitive prices while you’re trying to inform them of how damn sexy they’re looking strutting the stuff.
Don’t get me wrong, I do believe in quality of service over everything. It’s still about the people and will always be about the people. Technology itself is just an extension of ourselves. It’s the tool we use to reach further and affect the universe in an extended way; to surpass the limitations of our physical limbs.
When I say the difference between good and outstanding these days isn’t just closing ability, I’m not discrediting the ability to build relationships, sell people and solve real problems. What I’m saying is that, that’s expected. That’s the fundamental aspect of being in the people business and selling anything. What sets apart the average salesperson from the extraordinary one in 2013 is the ability to master the fundamentals and to fully utilize every facet of technology available. The way the first people mastered fire, the wheel, and electricity to augment their ability to efficiently solve problems.
With that in mind, there are many average salespeople out there. However, the rise of the augmented salesperson is tangible. You can see it.
The three main differences between an average salesperson and an augmented salesperson can be found in the way they are…
1. Embracing the access to information. A lot of industry salespeople cling to the idea that they are the primary shareholders of information when it comes to their product and services. The truth of the matter is that transparency has done away with this. The average car salesperson stammers his way through a bullshit response when confronted with any outside information gained from sources like KBB.com, company websites, NADA.com, CarFax or competitors website.
The augmented salesperson offers to bring all of the available information to the table. Immediately. For instance, if a car buying prospect keeps bringing up an alleged vehicle that a different dealership has with less miles, the average salesperson steamrolls past it and focuses on their product. The augmented salesperson knows he has every tool available to him to instantly verify or dismantle that vehicle as an objection to the deal.
What should you do? Load up the competitor’s website right then on your mobile device, look up the vehicle and investigate. Chances are the information was incorrect, and even if it wasn’t, at least they’re ruling out competitor’s inventory with you in person than by themselves with another salesperson.
2. Branding with social platforms. Average salespeople participate in social media in a very lukewarm and run-of-the-mill fashion.
The augmented salesperson dominates it. Think Grant Cardone, Sean Moffett, Tracy Myers, and Chris Costner. An augmented salesman doesn’t just have a Facebook, a Twitter, and a Youtube account. They have a branding domination campaign that encompasses the entire spectrum of social media on the internet. The Mad Men of Web 2.0.
What should you do? Don’t just get a Facebook, get a Facebook game plan. Better yet, get a Twitter, Pinterest, Youtube, Website, Blog game plan. And the energy you sink into that? Put it on blast.
3. Operating mobile technology efficiently. Average salespeople are just getting the hang of logging a few customers into their CRM. Making the scheduled phone call from their office, glued to the chair in a cubicle, watching the real action go by.
The augmented salesperson is more mobile and effective than ever. Moving from place to place, always connected to a plethora of tools at their fingertips for deal-making. Whether they’re out at a lunch meeting with a new client, logging clientele interactions with a mobile CRM like Base or sending an uploaded Youtube video to a prospective client while waiting on the bill, they’re getting shit done. All the while remaining in constant forward movement.
What should you do? Immerse yourself. Mobilize. Find ways to replace activities that tie you down to a desk or computer with mobile applications that can be instantly accessed and then put away. Make yourself available to your clients with every method of communication possible; texting, email, skype, phone calls, facebook messages, etc. You name it. The extent of technology is the limit, and with the rate of it’s acceleration in mind, there may literally never be a limit.