Next in line for the art of selling is something that impacts us all. How many of you have had that sales guy or gal who is so aggressive you immediately think they are like snakes or sharks? You may be thinking of the proverbial “used car salesman”. Which I find a bit harsh, but somewhat accurate. Would you agree that there is a fine line between aggressive and assertive? Both have plenty of energy. Both may have plenty of knowledge. The difference lies with boundaries of intention.
Intention is our next stop in the journey. How much do you want to make that sale?
Typically, an aggressive sales rep has way too much intention to sell and shows a lack of skill in their approach. While an assertive sales rep has intention and is using their skills in the science and art of selling in balance to make the sale.
Merriam-Webster has some interesting definitions associated with intention. Phrases range from ‘determination to act in a certain way’ to ‘a pious act’ to even ‘a purpose with respect to marriage’. Wikipedia even has it as ‘thoughtful and deliberate goal-directedness’. So we can agree on a couple of things. It is about purposeful determination and there is a purposeful goal driving action and behavior. So in other words, I am doing this for good reason. Now for perspective, aggressive selling behavior has degrees of the same things. So perhaps the true difference is respect or is it intensity?
So what to do?
The obvious first step is learn the sales process. You can be assertive or aggressive with or without skill. Starting with a firm knowledge of selling is a must if you are choosing to be in sales. Your widget dictates how the steps take shape, as well as the typical sales cycle (time it takes to make the sale). Also you have to know the steps and where they best fit in the interaction with your customer. By the way if you want a script, stop…there is no fair and true script that will be followed in any sale. Not unless you hand the customer theirs when they walk in. Good luck with that one.
Know your goals, your targets. This is the slippery slope. This is typically where assertive can very easily tip-toe into aggressive sales behavior. Let’s say it is coming up the end of the month and you are just below your target. You are sweating it and you need to make it this month. No, you really need to make it this month! Your target is driving a behavioral choice…to push even harder to make it. I believe assertive still works and aggressive is the wrong choice. Assertive does not mean you stop selling. Knowing your target keeps it real, for sure. It keeps you objective. Just don’t let it make you a shark.
Communication plays a big part in assertive selling behavior. You use words and phrases like “we”, “tell me more”, “solution” and “what do you think?” It doesn’t mean aggressive sales reps do not use these. They do use them, but with a different tone and inflection. They may be communicated in a more threatening or “penalty if you don’t buy” kind of vibe. So watch your mechanics like word choice (more relationally-oriented words), tone and inflection (calm and upbeat) and visual (open and non-threatening body language).
I know this may seem odd…what you wear creates an impression. I do think this is bigger than you may even want to embrace. In fact, we will have a part of this series to go deeper in this topic. For now, people do respond to what someone is wearing. Now, let’s be real, I am not saying hush puppies are the solution. That is an incorrect stereotype. Just like saying wearing a sharkskin suit makes you more “shark-like”. Just the name of the suit really is the only link. I like those suits. I wouldn’t wear one…doesn’t suit me. I digress. Think about the customer. Given where I sell and what I sell and who (the demographic) I sell to, what makes the most sense? If you are in a suburban market, too dressed up may be perceived as sales-sy. Yes, that is an industry term. And by too dressed up, I mean a three piece suit with a bow tie when you sell phones typically to moms and dads with a stroller.
The fine line exists in many, many things in life. Two steps to one side or the other and you are perceived one way or another. Shark sales people have really hurt the reputation of the sales profession. Too much intention has hurt the legacy and has in fact created an immediate resistance to every sales rep even before the customer walks in. Let’s be real, how many times has the sales rep walked towards you and you start clinching up in anticipation of a shark experience? So now being assertive is at risk and yet we still need to make the sale.
We all have had that overly eager moment to make the sale. Nerves, intensity, looming goal, personality… whatever the reason. And one’s perception of what is aggressive versus what is assertive is relative. So what is the point? Do you have an intention to make the sale? If no, sales may not be your gig.
Cheers