The Truth About Selling Steel: Dealing with the Myths

While working on the workshop earlier this week we began looking at sales from a historical perspective and during the process stumbled across a number of myths associated with steel sales (or just sales in general). With some myths we have found that through the years the way business is conducted has evolved eliminating the circumstances associated with the myth. With others we found the myths still exist and we wanted to share our observations about the sales process thus addressing the myth in question.

Here are a few examples:

Myth: Sales is a numbers game. The more contacts you make the better your odds are for success.

Truth: Sales is about vetting and qualifying leads who have the need and ability to do business with you and your company. One qualified lead is more valuable than 100 cold call contacts (throwing “it” against the wall in the hopes that something sticks).

Myth: People always want the lowest price.

Truth: Buyers do not want to spend more than they need to. What they really want is the highest value which translates into lower costs over an extended period of time. They also do not want to complicate their job or place unwanted or unwarranted risk on their company.

Myth: Salespeople are born, not made.

Truth: People buy from people they trust. Trust is earned through understanding the sales process, being an expert on the product being sold and exceptional listening skills. All of these skills can be learned and mastered over time. It has been our experience that a motivated individual can excel at sales if they put in the time and effort needed.

Myth: Salesperson controls the sales process.

Truth: Buyers buy from salespeople for their reasons, not yours. Not everyone has the same sense of urgency that you, or your company, may have.

Myth: The best salespeople are the best talkers and excel at the art of “small-talk.”

Truth:
The best salespeople are the best listeners who are able to pick up on opportunities and the needs of the customer. The understand how to qualify a lead, engage the buyer, are patient and understand the closing process. They understand how to listen and then respond to a question.

People buy because your product or service solves a problem or answers a need, want or desire they have which in turn will provide the buyer and/or company a gain.

Myth: The best salespeople know how to “dance” around a problem.

Truth: Buyers want to do business with people and companies they trust. “Dancing” may make you feel better by glossing over or deflecting criticism. However, if you don’t immediately address the underlying issue at hand the most likely result will be a loss of trust (and ultimately business).