“Every day in Africa a gazelle wakes up. It knows it must run faster than the fastest lion or it will be killed. Every morning a lion wakes up. It knows that it must outrun the slowest gazelle or it will starve to death. It doesn’t matter whether you are a lion or a gazelle. When the sun comes up, you better be running.” ― Abe Gubegna
I have been a Salesman, Sales Manager and Vice President of Sales for various companies large and small. From sales plans for a few million dollars to plans for hundreds of millions of dollars. My journey has taken me around the world, working with salespeople from various backgrounds and nationalities. No matter where I have been there has always been one unalterable truth when it comes to sales. Selling is a team sport. Teams that work together outsell individuals every time. And they have fun doing it!
It’s the same with a pride of lions. They rarely hunt as individuals but instead hunt as a pack.
Roles and Responsibilities
Lions: The females are the hunters in just about every case. Young males over a year old will also participate as required. The big males that lead the pride will typically only involve themselves in a kill at the last to bring down a stubborn or large prey animal. The primary job of the big males is to provide security against enemies of the pride.
Sales Teams: In a typical sales team, some team members will be better at data analysis and others will be better at closing the deal. Some will have better presentation skills and others will be strong at client relations. It’s the job of the Sales Manager to know the relative strengths and weaknesses of each team member. Then it’s up to the Manager to ensure each player on the team is used to maximize their individual strong points.
Timing and Location
Lions: Typically, lions hunt at night. This way they avoid the heat of the day. In addition, since they lack great speed, they have mastered the art of camouflage. They can hide in tall grass or behind a bush for hours without so much as flicking an ear. And they are very patient. The pride will also typically live at the confluence of tributaries where prey is abundant and they have water and shade. They pick times and locations that will set them up for success.
Sales Teams: In today’s world where team members can be spread around the globe able to work with little more than a laptop, and connected via teleconference or web conference, requires a rethink of the team concept. Just as physicians from around the world can collaborate on a given case, sales team members can similarly gather and discuss a sales opportunity.
Just as lions are attuned to their environment, salespeople need to be attuned to the patterns of the clients. Things like the normal incubation period for a deal and any externally imposed deadlines. For instance, I once worked with a client who was obligated to deliver a project by a given a date or face a severe penalty. Armed with this knowledge and the lead times for the components my team would supply, we were able to help the client place the orders in a timely manner, and without going to competitive bid. In a similar vein, clients will often come up to year end with unspent budget funds. Fear of having the budget cut for next year if this year’s allocation is not spent is often a great sales opportunity. Being clear that you know what they will need and ensuring the availability of the components will often carry the day.
The diverse make-up of the teams, while powerful, can also prove to be difficult to manage. Each team member brings a unique skill set along with their individual experiences. While often positive, these varied backgrounds from disparate cultures can also prove challenging in the quest to manage the sales process.
For example, I have managed sales teams that included Egyptians, Lebanese, French, British, Chinese and Americans. All on the same team. Each culture has its own unique characteristics. But even these can vary depending on life experience. For instance, I had two Egyptians on my team. One was educated in the U.S. and the other in Egypt. Neither was preferred over the other but they did have different ways of analyzing a given situation owing to their backgrounds.
A successful approach also focuses heavily on the customer as the central figure in the sales process. Sadly, it’s not uncommon for sales professionals to become inwardly focused. They get caught up in the internal minutia of the company they work for and lose sight of the client. The effective sales team understands the requirements of the customer in question and the factors that need to be reviewed during the execution of a successful collaboration.
The relationship between the sales professional and his/her sales manager as well as the entire sales team can be either good or bad.
Just like in any other human endeavor the impact of personalities and prior experience can play a major role in any group of sales professionals. The ability to mesh a group of people complete with their assets and liabilities and get them to coalesce around a common strategy requires a well thought out process. The leader can also take each individual and the team to a place of common commitment and belief. The ability to motivate and inspire others is a key attribute of any successful sales manager. Sales professionals will respond well to this type of leadership, thereby benefitting all involved on both sides of the transaction.
So, when sales performance is not up to par who is really at fault? Is it the salesperson or the sales manager? In all likelihood, a failure to meet objectives is very likely the fault of the sales manager. This is because the sales manager is responsible for training, support, territory assignment and a myriad of other factors. When honestly assessing the reason(s) for poor performance by a salesperson, the manager is advised to start with the ‘man or woman in the mirror’.
Conclusion
Never lose sight of the three pillars of sales. You have to ensure the customer that you will:
- Make them money
- Save them money
- Add value
Any sales team that can deliver on one or more of the above three points will always come out of the top.
