Salesperson Vs Camcorder

The 5 Levels of Salespeople

By Ken Wax,

Published in VARBusiness

If you want to be successful in selling, you have to have a healthy self-image. Confident. Poised. Self-assured.

But some salespeople are, shall we say, overly impressed with themselves. Some are even convinced they are the reason for their company's success. Not only is this annoying, but it leads to poor judgment in handing customer situations.

On occasion, clients will tell me they've got quite a few sales prima donnas in tow, and ask if I can address this subject when I speak at their big sales meetings. Here's one approach I take:

After having some fun talking about the challenges and pressures salespeople face every day, I pose a rhetorical question to the audience. "How many of you are appreciated, even cherished, by your accounts for the good job you do?" As I look out, I see a sea of smiling reps proud they can answer, "Yes!"

"But," I continue, "what would happen if, tomorrow, your manager called your accounts and said, 'We're thinking of reassigning our account managers and would like to give you this choice. You can either keep your current rep or get another one with a similar level of experience.'" The audience is still full of confident smiles, sure their accounts would stay with them.

My imaginary scenario presses on. "Your manager now also tells the accounts that a free camcorder will be sent to their homes if they agree to switch reps." Suddenly, the smiles dissolve. They're contemplating the question they know is coming: "How many of those accounts that cherish you would wave goodbye to you for a $350 camcorder?" A reality check is well under way. The reps can see how their views of their value may be quite different from their customers'.

Now, the real question is, "How many of you bring such value that you could charge a customer to meet with you?" That leads us to the five levels of sales competence:

Level One: Human Brochures

At the lowest level, sales reps know their products, services and companies' stories. These people are of minimal value, the equivalent of human brochures. They can deliver a sales pitch and pricing, sure. But it's not in a valuable context.

Level Two: We're Good, They're Not

Next, we have reps who have Level One knowledge, plus an understanding of the competition's pitch. They can articulate their products and put it into context compared to other offerings. This is probably the stereotypical skillset of a salesperson.

Level Three: A Bigger Picture

At this level, reps bring all the competence of the lower levels, but with a historical perspective. They understand how we all got to where we are, and they know about the advances over the years, changes in standards, etc. We're now entering the area where reps bring value to customers.

Level Four: More Than a Sales Rep

Take those Level Three reps and add industry knowledge-not just of their customers, but a wider spectrum such as specific stories about companies similar to yours, and insights about choices other companies have made and their ramifications. These are reps worthy of meeting.

Level Five: Valued Expertise

Our highest level combines all the characteristics of Level Four, but with one important new attribute: vision. Those reps are well-read and understand the differing priorities of various levels of management. They can bring ideas to a meeting that are on target for each person at the table.

Ah, Level Five reps-people who know so much they could charge for meetings, and customers would happily pay; people who must represent terrific products and companies because they know so much.

Customers love such reps. They feel wise, and safe, doing business with them. Those reps make them feel smarter and bring them vision. Each meeting is a pleasure, and they profit from them. And, if given the choice to switch, they wouldn't trade their reps for a camcorder for even a second.