If we want to buy a car, an insurance policy or just about anything else, there is an intermediary, a salesperson, standing between us making the purchase. At best, a salesperson is interested, knowledgeable, responsive — and helpful, and at worst, totally self-absorbed, uninformed and untruthful.

This is the picture of selling today from the perspective of many customers, and while it’s certainly nothing new, there’s little indication that it will be changing anytime soon. If anything, these criticisms may very well cut deeper unless salespeople come to accept the fact that customers are truly in charge of the sales process.

At one time or another, just about every customer has taken a salesperson’s advice, only to regret they did so.

Customers Expect To Be Their Own Salesperson

At one time or another, just about every customer has taken a salesperson’s advice, only to regret they did so. Getting burned — perhaps it would be more accurate to say being betrayed — makes buyers suspicious and distrusting of what they’re told. While this may seem to be an easy problem to solve, it may be the most daunting issue facing salespeople today.

Clearly, the Internet is taking more and more sales out of the hands of salespeople. It’s an education in what great salesmanship is all about, and leading the way is Amazon.com.

And why not? Amazon.com makes it easy for customers to be their own salespeople. In fact, the buying experience is actually enjoyable: placing orders is easy (particularly with the instantaneous “one-click” button), there’s plenty of information and reviews available, returns and refunds are uncomplicated and fast, customer communication is extraordinary, delivery is often ahead of schedule, and product recommendations arrive based on your buying habits. And, of course, the customer is always in charge.

Customers Like to Play

Ironically, one of Apple’s greatest home runs isn’t electronic. At least this is the view of the company’s CEO, Steve Jobs, who said at the introduction of the iPad 2 that Apple’s retail stores played a major role in the immense success of the first iPad. Here’s the world’s leading technology company with an expanding brick-and-mortar presence.

While many retailers struggle, Apple continues to open new stores the world over, where customers are encouraged to play with the products, ask for help, and interact with the Apple folks. And you’ll never find “Do Not Touch” signs. Better yet, if you’re an adult, you can look over the shoulder of an eight-year-old who uses a Mac as if were part of her DNA.

Unlike any other retail store in the world, an Apple store not only makes it easy to look in and see what’s going on (huge front windows made of special anti-glare glass), but it’s welcoming, a place where customers love to go shopping. The “salespeople” are help rather than sell.

There are no gatekeepers in an Apple store. No matter your age, just go in and starting playing with an iPad, an iPod or an accessory. Even so, it’s not uncommon for some customers to ask permission before they try out an iMac or an iPad. They remember going into stores with Mom, who reminded them to keep their hands to themselves.

Clearly, Apple understands that today’s customers want to enjoy the buying experience and get involved.

Crank Up the Communication, Not The Sales Pitches 

The biggest mistake salespeople make is trying to sell something.

Top salespeople have long prided themselves on being effective persuaders. However, if the truth were known, most of those in sales probably are best at talking their way out of getting orders.

For example, you walk into a major home appliance or department store. It’s like going through a cemetery. The ranges and refrigerators, the washers, dryers and dishwashers are all lined up neatly in one row after another. It’s all so dull.

After awhile a salesperson comes along and asks if you have questions. You may get the facts, but chances are you’ll completely miss the experience of the refrigerator. You can see it, but that’s all. It’s what the fridge does to add convenience and enjoyment to life that counts. 

How would it be if a refrigerator manufacturer gave iPads to the salespeople, with brief videos of consumers using their refrigerators in their homes and talking about it? They could see it come alive. How much more compelling that would be than listening to a salesperson, even a good one, talking about the refrigerator in the cemetery-like setting of the showroom.

Would the right technology, such as an iPad, help increase customer involvement? Would it make products more compelling? And, would it help produce more orders?

What are the implications for salespeople in all this? What messages does it send to those who want to be successful in sales?

• Stop looking in the rearview mirror for the answers. They’re not behind us; they’re out in front.

• With so much information available on the Internet, today’s customers are often better informed than the salespeople who are helping them.

• Customers won’t tolerate a salesperson getting paid who, in their estimation, fails to provide meaningful value.

• The day is gone when wearing a suit is the major prerequisite for a salesperson (male or female), along with the idea that by looking successful, customers will think you are.

• Every aspiring salesperson should be required to work in retail, be evaluated by their customers, and stay there until they get excellent ratings.

• You can get in sales without passing anything other than an aptitude test, if that. Sales may be the one anti-knowledge profession, which may be why so many drop out.

• What is the best education for becoming a salesperson? Being trained as an investigator where you are forced to be attentive to the facts, listening and focused on solving problems.

• Failure to follow up contributes to most lost sales.

• Many salespeople may be most successful in talking themselves out of getting the order.

• Salespeople mistakenly attribute their success to their salesmanship or customer relationships, when it’s really that the customer is ready to make the purchase.

• “How much is this rug?” asked the customer. “$1,795, replied the salesperson. That’s too much,” responded the customer. “Okay, I can give it to you at 50% off,” said the salesperson. What should the customer do? Get out fast. The salesperson lacks integrity.

• Avoid partnering new salespeople with those who are more experienced, since that’s often the perfect way to perpetuate bad habits and incompetence.

• The biggest mistake salespeople make is trying to sell something. The right mission is solving a problem for a customer.

• Too many salespeople depend on their mouth as their favorite tool for getting the order. They want to win sales with words, not by satisfying their customers.

This is the environment where most salespeople find themselves today. In many respects, it’s confusing and frustrating, quite different from the way it was just a couple of years ago.

A short time ago, an article on sales appeared in a well-respected publication. It extolled the benefits of technology in selling. Although it mentioned tablet computing, specifically the iPad, the overall focus was on the use of smart phones.

With so much news extolling the immense opportunities for salespeople using iPads, the emphasis on smart phones seemed strangely out of sync, and, frankly, dated.

It points out the challenge for salespeople to be ahead of the curve, not behind it.

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