Navigating the competitive landscape of consumable sales calls for a thoughtful and kind-hearted approach. Salespeople, sales managers, and CEOs of small companies should remember that their role is about more than just making transactions. In a market where products often seem very alike in quality and price, what truly sets you apart is your ability to consistently show value. So, how can you create lasting relationships with your customers, even when many options are available?
Consider the analogy of fast-food giants like Burger King and McDonald’s. Both offer similar products, yet they each have a dedicated customer base. The key lies in creating a unique selling proposition that resonates with your target audience.
As a salesperson, your goal is to become indispensable to your customers. This means transforming from a mere vendor to a trusted advisor who is deeply integrated into the customer’s business operations.
Become Part of Their Team
A critical part of this integration is understanding what a “gatherer” is. A gatherer is more than just an account manager. They build a close, almost inseparable bond with the customer. They become a trusted part of the customer’s team, often turning to them for advice and solving problems together. Building this kind of trust requires a genuine understanding of the customer’s business, enabling you to offer insights and solutions that extend beyond the products you provide.
In the realm of consumable sales, where products are used and replaced regularly, the salesperson’s value lies in their ability to maintain and continually grow the relationship. This involves not just selling a product but also selling yourself and your company. Your expertise, reliability, and ability to anticipate and solve problems become the key differentiators. When customers face challenges, they should instinctively think of you as the go-to person for solutions, regardless of minor price differences or delivery times.
To attain this trusted advisor status, you must focus on three core elements:
the product,
the company,
yourself.
While the product and the company are essential, the most significant value often comes from you as the salesperson. Your ability to understand the prospect’s needs, guide their purchasing decisions, and challenge them to think differently about their business can set you apart from the competition.
For sales leaders and managers, it’s crucial to foster an environment where every salesperson is equipped to become a trusted advisor. This involves providing the necessary tools, training, and support to help them consistently deliver value.
One effective strategy is to leverage resources such as Google Alerts, industry publications, and trade organizations to stay informed about relevant trends and insights. Sharing this information with your sales team can help them bring valuable, timely insights to their customers, positioning them as knowledgeable and proactive partners.
Sales managers should also consider implementing processes that make it easier for salespeople to access and share valuable information with their customers. This could include setting up regular internal communications to disseminate relevant industry news, creating templates for customer updates, and encouraging a culture of continuous learning and improvement.
For CEOs, particularly those who also serve as sales managers for their teams, it’s essential to lead by example. Invest in the tools and resources that will enable your sales team to succeed. This might involve subscribing to industry-specific newsletters, attending trade shows, or investing in customer relationship management (CRM) software that helps track and manage customer interactions effectively.
No Excuses for Salespeople
As a salesperson, if you find yourself without the support of a proactive manager, it’s up to you to take the initiative. There are no excuses in sales. You must be proactive in seeking out information, building relationships, and delivering value to your customers. The more you can position yourself as a valuable resource, the more likely customers are to remain loyal to you.
In markets where products are bought and used frequently, it’s really important to focus on gaining and growing your share of the customer’s spending. By understanding the customer’s buying habits, needs, and challenges, you can customize your offerings and provide solutions that truly fit their needs. When you manage to secure a large part of their spending, you’re not just strengthening your position but also opening up great chances for upselling and cross-selling.
Success in consumable sales also involves thinking beyond the immediate transaction. Consider how you can add value through related products, services, or insights that complement your offerings. For example, if you’re selling paper, can you also provide information on the latest printing technologies, ink, and toner options, or even supply chain insights that could help your customers operate more efficiently? By broadening the scope of your value proposition, you make it harder for competitors to displace you.
For sales leaders, helping your team develop and execute a comprehensive sales strategy is vital. This strategy should encompass not just the immediate sales goals but also long-term relationship building and value creation. Regularly review and refine your plan based on feedback from your team and customers, ensuring that you are always aligned with their evolving needs and expectations.
CEOs should also play an active role in shaping and supporting the sales strategy. This involves setting clear expectations, providing the necessary resources, and fostering a culture of continuous improvement and customer focus. By aligning the entire organization around the goal of delivering exceptional value to customers, you create a strong foundation for sustained growth and success.
In the competitive world of consumable sales, the ability to differentiate yourself and your offerings is crucial. By focusing on becoming a trusted advisor, delivering consistent value, and leveraging the collective strengths of your team and organization, you can build lasting relationships with your customers and secure a competitive advantage.
Keep in mind, the secret to thriving in consumable sales isn’t just about the products you offer but also about the genuine value you provide to your customers. By taking the time to understand what they need, foreseeing their challenges, and sharing timely, helpful insights, you become a trusted partner in their journey. This friendly approach not only strengthens your existing relationships but also invites exciting new opportunities and referrals, all of which help your business grow and succeed.
FOUR IMMEDIATE ACTION ITEMS FOR SALES LEADERS AND TEAMS
Establish Your Unique Selling Proposition (USP) Today Take time to define what sets you apart from your competitors. Whether it’s your exceptional customer service, in-depth industry knowledge, or unique product features, ensure that your USP is clear and consistently communicated to your customers. Begin by brainstorming with your team and crafting a compelling message that resonates with your target audience.
Cultivate the “Gatherer” Mindset Shift your focus from merely selling products to becoming an indispensable advisor. Start by scheduling one-on-one meetings with your key clients to gain a deep understanding of their business challenges and needs. Use this insight to provide tailored solutions and advice, positioning yourself as a valuable partner in their success.
Leverage Industry Insights and Trends Utilize tools like Google Alerts, industry publications, and trade organizations to stay updated on relevant trends and insights. Share this valuable information with your team and customers. Implement a weekly newsletter or internal meeting to disseminate this knowledge, enabling your team to provide timely and useful insights to their clients.
Invest in Customer Relationship Management (CRM) Tools If you haven’t already, invest in a robust CRM system to effectively track and manage customer interactions. This will enable you to understand better your customers’ purchasing patterns, needs, and pain points. Utilize the CRM to tailor your communication and deliver solutions that cater to their specific needs, thereby enhancing customer loyalty and satisfaction.
By implementing these immediate action items, you can start transforming your sales approach today, positioning yourself and your team as trusted advisors who consistently deliver value to your customers.
