'90% of salespeople are a complete waste of time-no 95%!'. This is the opinion of one of the 58 senior executives interviewed by Consalia in an international research project. But he was not alone. Over 60% of executives interviewed said that only 10% of salespeople 'get it'.

A salesperson is trying to hard sell to you a product which you may or may not need, especially as it's nearly end of month but he may or may not understand his customer market or your needs. And thus, he uses standard sales phrases which make you doubtful that he is really telling the whole truth. Does this scenario sound familiar? If yes, you are not alone.
Towards a new paradigm?

Limiting/Negative Values
On analysing the data obtained from the interviews, there were eight commonly seen 'negative behaviours' of sales people. They are :

1. Control
2. Manipulation
3. Selfishness
4. Lack of respect
5. Aggression
6. Supplier centric
7. Individualistic
8. Arrogance

If a salesperson's value system is not grounded with the 'right' values then no matter what training, support and coaching is provided there is little chance of these being 'lived' in the field. 'Lived Values' can be expressed through both action and non-action. They influence the behaviour that customers observe.

Negative behaviours can be linked to four 'Limiting/Negative' values. We use the term 'limiting' as these values may not necessarily lose a sale, though they could. We conclude that if a sales person lives these values, they will not meet customer expectations and under-perform.

The Four Limiting Values and drivers of these behaviours are :

Limiting/Negative Values Drives behaviour that can be seen as:

1. Ego Centricity Motivated by self interest, arrogant, individualistic, opinionated, controlling
2. Manipulation Pushy, insincere, pressurising, dishonest, glib, annoying
3. Complacency Egotistical, self-satisfied, inattentive, unconcerned, lazy, unoriginal
4. Short Sighted Reactive, lacking foresight, lacking accountability, disinterest, un-strategic, unknowledgeable

Differentiating Values

We then identified positive values i.e. those values that customers seek of salespeople

They are :

1. Proactive creativity
2. Passion
3. Collaboration
4. Authenticity
5. Tactful Audacity
6. Integrity and Trust
7. Client Centricity
8. Perceptive communication
9. Leadership

These values are considered 'entry point's to becoming the ideal sales person, such as passion, and went on to identify the values that differentiate one salesperson from another. It became clear that four leading values are Client Centricity, Proactive Creativity, Tactful Audacity and Authenticity. The other values are all encompassed by these four.

The Four Outstanding Values approach has already been adopted by several companies and gained excellent results. For example, a series of 18 workshops, based on the Four Values, was run in Europe for Hewlett-Packard, in an effort for them to win more large deals. Each workshop involved a different live deal. Attendees gained a thorough understanding of the customer, reflected on their organisation and their issues, and then came up with ideas for improving the customer's business. Those deals that included a workshop had a 63% conversion rate, compared with 20% for the deals that did not include a workshop, and were worth US$1554m.

To adopt the new sales paradigm means to really 'live' the Four Values. To genuinely desire to understand the customer, and their customers, and to help in all areas of their business. Having the courage and audacity to made suggestions that are outside the box. As one executive said, 'The most important thing is that the salesperson must know the business of the customer. If he knows the business he is able to offer new services and new solutions for the business. In other words, the salesperson could be proactive in order to reach the goals of being a high sales performer'.

Selling is the oldest profession, yet in many ways it has not moved on. There has been no step change in sales practice. Perhaps now is the time for sales professionals and sales leaders to radically rethink what is required. Certainly customers seem to be suggesting so.

Philip Squire is the CEO of Consalia, a training and development consultancy firm.  Philip will be in Singapore by the invitation of SIM, to speak on the topic of ‘Values – A New Sales Paradigm- What can we do to improve professionalism in selling” on 25 June 2008 at 7.00pm, at the SIM Headquarters on Clementi Road. To register, please contact Ms Joey Tan (SIM) at tel : 62489452 or email : joeytan@sim.edu.sg