Do me a favor and think about the first time you realized that your job wasn’t going to be a walk in the park. For me, that thought crossed my mind within the first week of starting my first job after graduating from Indiana University. I was stepping into a CPG company in a sales function, but I was anticipating a support role centered around providing data insights to our frontline sales teams. I was taken aback when I was assigned to a sales enablement position for a new tech product as part of our strategic priority to grow digital sales footprint. This unexpected deviation set the stage for numerous challenges and invaluable lessons that would shape my career. In this blog post, I will recount the story of my first sales job, highlighting the hurdles I encountered, the transformative power of honesty and transparency, and why I’m so grateful to have had learned these lessons so early in my career.
Unexpected Beginnings
As I joined the company, my initial expectations clashed with the reality of my role. Instead of assisting the sales teams with data insights for our brands (one of the most common entry-level roles in the company), I found myself responsible for sales enablement for a new tech product. This undertaking presented its own set of unique challenges and made me confront some glaring gaps in my skill-set, from creating training materials and sell-in resources for the company’s sales team, to capturing a piece of their mind-share amid a slew of competing initiatives. Furthermore, due to my limited experience, I often found myself leading client meetings where the clients possessed more industry knowledge than my years on this planet. Despite the overwhelming circumstances, I knew that I needed to cut my learning curve and adapt rapidly to thrive in this new environment.
The Power of Honesty and Transparency
Amidst the challenges and uncertainties I faced, I got some advice that the fastest way to close my knowledge gap was to watch people who have mastered the skill you want to perfect. Luckily, my company is full of great mentors who happily invited me to sit in on client meetings they were leading. I quickly discovered by watching my co-workers with more experience that honesty and transparency were my greatest assets. Recognizing that perfection is elusive, I embraced the concept of openly admitting limitations, mistakes, and working diligently to address them. It didn’t take much longer for my limited participation in these client meetings to morph into leading a client meeting, but I continued to reassure myself that as long as I was honest, everything would work out the way it was meant to. Sure enough, by clearly communicating the constraints of our platform, outlining the proper ways to maximize its benefits, and even acknowledging my relative youth compared to industry veterans, I fostered trust with clients. This unwavering commitment to transparency provided them with the all information needed to make informed decisions, acknowledging both the positive and negative aspects of our offering.
Winning Hearts through Trust
Through the power of honesty, I experienced unexpected success with clients. By presenting the reality of our platform, including its limitations, and being upfront about our shortcomings, clients felt more comfortable trying something new. Establishing trust with clients by openly admitting our imperfections paved the way for more opportunities to build stronger relationships with a plethora of our clients. Because of this, clients recognized that they could rely on me to provide a complete picture, enabling them to make informed decisions. For example, a little further down the line, I was assisting with the onboarding process of a new rep who asked why I spent so much time talking about the limitations of our offering. I answered with an undeniable truth that nobody trust salespeople so being overly honest with a client makes them more willing to trust you. Once trust was established, I could then start to focus on nurturing our relationship and bringing forth additional value.
The Strategic Use of Data
Data is an indispensable tool in the sales process, there’s no doubt about that, but its impact depends on how and when it is presented. Earlier, I mentioned that many of our clients had more experience in our industry than I had life experience. This created a situation where a number of our clients believed that they should trust their gut over data. I’m not suggesting that you shouldn’t trust your gut, but you certainly cannot dismiss data just because it conflicts with your gut feeling. Similarly, in the past 10 years, a majority of the population has realized that statistics can be manufactured to tell the story you want to tell. Recognizing that clients can be skeptical of statistics and figures, I learned to wield data strategically and cautiously. Instead of bombarding clients with data from the outset, I prioritized building rapport and ensuring they had a solid understanding of the platform and its potential. Once a foundation of trust was established, I strategically introduced impactful data that supported our value proposition. This approach allowed the data to have a greater impact and reinforced the positive impression I had already created.
Creating Win-Win-Win Scenarios
Sales is not just about closing deals; it’s about fostering mutually beneficial relationships. I’ll admit that my first bonus check after closing my first deal felt pretty good, but the praise that I received from the client for the customer service my team provided over the first year after that deal closed felt better. I discovered that successful sales calls with clients not only benefited me but also the lead sales rep on the account. By presenting an initiative that would positively impact their business and gaining their agreement, I fostered goodwill between the client and the lead rep. This created a win-win-win scenario, where everyone involved experienced tangible benefits – I was able to expand the reach of our platform, the lead rep left with a better relationship with the client and some goodwill built, and the client walked away with a powerful platform and a team behind it that they can trust. Such collaborations solidified relationships and positioned me as a trusted partner in their journey.
Key Takeaways
Reflecting on my first sales job, several key takeaways emerged, offering valuable insights for both newcomers and seasoned professionals in the field:
- Honesty and Transparency
In the world of sales, honesty and transparency are paramount. Admitting imperfections, working diligently to correct mistakes, and consistently delivering on promises builds trust and credibility. Acknowledging that nobody is perfect, both buyers and sellers appreciate the authenticity that comes from admitting limitations. By being upfront about the challenges and shortcomings, you establish a foundation of trust, which forms the bedrock of successful client relationships.
- Understanding Sales Motivation
While financial incentives play a role, sales teams are motivated by more than just money. Building goodwill and strong relationships with clients are equally important to sales representatives. To garner support and buy-in from the sales reps you support or manage, it is crucial to demonstrate the value you bring to their clients and emphasize the positive impact that this value will have on their relationship with the client. By aligning your initiatives with their goals and showcasing the benefits, you can win their support and cooperation.
- Nurture Relationships and Create Win-Win-Win Scenarios
If you go into a sales call with the intention of winning against your client, don’t expect to close that deal and, if you do close, don’t expect to keep the business for long. Collaborating with lead sales representatives and clients to create win-win-win scenarios strengthens partnerships and drives collective success. Present initiatives that demonstrate clear benefits to the client’s business, emphasizing the positive impact on their relationship with the lead rep. By aligning everyone’s interests and generating tangible value, you create an environment where all parties benefit and form long-lasting connections.
Conclusion
My first sales job after college provided a wealth of experiences and invaluable lessons. Through the challenges I faced, I discovered the transformative power of honesty and transparency. By embracing these qualities, I earned the trust and confidence of clients, enabling meaningful relationships to flourish. Additionally, I learned to strategically leverage data, recognizing the importance of presenting it transparently and responsibly. Lastly, by nurturing relationships and creating win-win-win scenarios, I fostered collaboration, goodwill, and long-term success.
Whether you are just beginning your professional sales career or have accumulated years of experience, these key takeaways are universal and applicable. Embrace honesty and transparency as guiding principles, understand the motivations of sales teams, use data strategically, and prioritize relationship building. By integrating these lessons into your sales approach, you can forge lasting connections, drive meaningful outcomes, and thrive in the dynamic world of sales.
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