There is a definite difference between order-takers and salespeople. Order-takers listen to customer’s problems and figure out the exact solution for that particular problem. Very narrow thinking and short term success.

Sales professionals analyze the customer’s needs by getting them actively involved in the sales process. Sales professionals are needed because most clients are NOT ready to buy.

So what happens if you accidentally hire an order-taker when you really needed a sales professional?

When their sales volume starts to go down the tubes, they blame it on wrong product mix, bad marketing, high prices, or even blame it on their horoscope. It could NEVER be the way they are pitching the products. Order-takers don’t do a self examination. They wait for buyers instead of hunting for prospects. Listen, anybody can sell umbrellas in Times Square in a torrential downpour…But eventually, those easy sales will dry up. (You like the rain metaphor…? Dry up…get it? I digress.)

Sales professionals have a mentality that if they don’t find new business, they won’t eat. They look at the unsolicited orders that are emailed in as the dessert, not the meat & potatoes.

How about some practical everyday scenarios…

Client is sponsoring a Golf tournament. They say they need balls, tees and ball markers. An order taker would get the art and fill the order. The sales professional would send sunblock or a carabiner water bottle holder or a personal fan with a note that says, “it’s going to hot out there next Saturday, so make your participants comfortable.”

Client is having a Christmas/Holiday party. But the budget has been significantly cut back. They’re doing pot luck this year. Order taker would say, “Have a great party. Maybe you’ll have a budget to do something next year.” A sales professional would send them a candy packet (like Lanco’s BB910) and tell them it’s pennies to spread these out in the serving area and the employees’ dining tables. The imprinted message could be as simple as “Thank you…”  It may be a small order, but an order none the less.

Client has experienced major cut backs in the workforce. Can they afford to have anyone out on sick leave? Something as simple as Hand Sanitizer could decrease the potential of passing on some infirmary. Hence, preventing loss of productivity.

So what are you…? A hunter or a gatherer. Hunting and prospecting for new clients and more business from existing clients? Or staring at the computer screen and fax machine waiting for orders to come in.

What’s your customers’ brand all about? What are they really trying to accomplish? How can you proactively create and/or satisfy their needs?

Here’s some thoughts I’d like to leave with you:

Business is like riding a bicycle. Either you keep moving or you fall down.”
Frank Lloyd Wright

It is better to wear out than to rust out.
Richard Cumberland

It is more desirable to bend over backwards for your customers than to bend over forward…
Anonymous

Now go make it happen!!!

Cheers!

Mark Whitner
King of CPS