Advice To Salespeople: Quit Weak Brands
Life is too short to sell a weak brand.
You are a salesperson. You find and acquire customers. You drive revenue. What you do is pretty remarkable, and most companies could not exist without people like you.
But not all companies deserve your expertise and talents.
You have a choice. Choose to work for strong brands — brands that customers seek out, choose first, and come back to again and again. Those are the types of products and services you should be selling.
You Cannot Sell Successfully Everywhere
The phrase, "I can sell ice to eskimos" is nonsense. If the eskimo isn't buying ice, you're not going to sell it.
And if the market isn't buying your products and services, it doesn't matter how good of a salesperson you are.
Exceptional sales talent is not enough to move the sales needle. Your sales performance is predicated on three variables — the 3Ts of Sales Performance:
- Territory
- Timing
- Talent
And the impact is in that order.
Territory: The market will dictate what it will buy. A weak sales rep in a great territory will outperform a superstar in a poor sales territory. The number one predictor of sales performance is Territory.
Timing: Market conditions will influence sales potential. When your market is hot, everyone does well. As the old saying goes, even turkeys can fly in a hurricane. But a recession, like the economic meltdown of 2008, can dramatically affect your sales.
Talent: That's where you come in. Great salespeople do make a difference — when they're selling the right product in the right market. There really is no substitute for great sales talent, because they expand territories, grow opportunities, and accelerate the sales cycle.
You're the Talent, and your influence on sales performance comes after Territory and Timing.
Choose Strong Brands
You can't control the economy, but you can choose where you work.
Choose strong brands. Choose companies with a positive reputation in the market. Choose companies that engage their customers and build lasting relationships with them. Choose companies that invest in marketing, because they know it's critical for the company's success.
A strong brand influences its Territory potential, because it is perceived as the best option. As a result, a strong brand will attract more customers, sell more faster, and make your job easier.
You will be more likely to reach your earning potential working for a strong brand.
Weak Brands Are Stepping Stones
Weak brands do have a place in your career. They're stepping stones. Use them as such.
You may not be able to get a job at the strongest brands in your area right away. This could be for a variety of reasons:
- They are not hiring at the moment.
- You don't have the skills or experience they require.
- You lack the track record they desire.
The first item is easy. Build relationships, stay in touch, and make sure they know to consider you when they have a need for a salesperson with your expertise.
The second two are where weak brands come into play. Think of weak brands as the farm league. You are building your skills, capabilities, track record, and reputation so you can get a shot at the majors.
Invest in yourself so you can sell for strong brands. Make yourself so good that you can work for the best companies in your area. Become the best Talent available in your marketplace.
You are unlikely to achieve your full potential working for weak brands. Do whatever you can to sell for strong brands.
