The Everyday Salesperson

“All the world’s a stage” and truly so for a salesperson. Looking back on my 8 months as a Business Development Representative, I realised I have gained a vast set of skills. But more so importantly, some that have helped me in my day-to-day life. When I joined FullContact, I was excited but a total newbie with very limited knowledge on what sales entails. As I gained a better understanding of the process, I realised I’ve been a salesperson all my life.

Here’s what a typical sales process looks like:

Pre-qualification -> Qualification -> Evaluation -> Validation -> Managing The Close

In an everyday scenario, let me break it down for you.

To give you some context, I’m a huge Harry Potter fan, in the sense I can quote the series front to back. I was 12 when the final book of the series came out. Desperate to avoid spoilers, I wanted my own copy to know what finally happened to Harry. This was a challenge indeed because my parents aren’t big on books. They tend to believe textbooks are the only books a child needs. But my goal was clear, I had to have the book in my hands on the 21st of July in 2007.

Though I did not know it back then, I had my own sales process that would help me get what I want.

1.Pre-Qualification

1.1. Find the leading accounts belonging to Ideal Customer Profile

Within our team, we listed out major accounts that belong to the Ideal Customer Profile and segment them on the basis of various attributes like the company size and revenue.

Ofcourse, in my case, this equalled my parents.

1.2. Find the right person

This is arguably the most crucial point of prospecting. Reach out to the wrong person with the right solution and you may end up hurting the relationship with the client. Understand the responsibilities handled by the person and see if they handle the challenges that can be solved by using FullContact.

The same applied to my childhood dream of owning a JK Rowling classic. I could not appeal to my Mum, who would instantly dismiss my request as unnecessary, as it would distract me from my textbooks. I had narrowed down my dearest Dad as the right person to reach out to.

1.3. Right message, Right time

Sales is probably the one field where you can get away with stalking and documenting your clientele. As part of prospecting, I tracked every news piece on my target customers and targeted/retargeted companies when I learnt of crucial updates like expansion into new territories or acquisitions.

In my case, I approached my father with the request just as I celebrated a good score on a Math final.

2.Qualification

2.1.Understand the pain point of the customer

A discovery call is all about letting the customer talk. In the initial call, we hope to understand the challenges they face around data and how this challenge has impacted their business. “Discovery calls are similar to a diagnostic test” — this was an analogy my manager derived to make understanding qualification easier. Just as a doctor asks multiple questions to diagnose an illness, salespeople quiz customers on their pain-points and understand which solution works better

2.2. Always, always have a Proof of Concept done

At the end of a discovery call, you should walk away with heaps of data — information on the challenges they face, the quality and quantity of their current database and what the potential next steps are. Engage in a PoC with the customer to help them understand the value of data that can be returned.

The sales process reflected reality. The two go hand in hand — one, the problem and the other, the solution. I knew my Dad would make his arguments about me keeping up my good work in school. But there I was, with my Math grades that started this conversation in the first place. And I also had all my grades from every time they got me books — a general upward trend. Behold, my PoC.

3. Evaluation

In this step, we get a verbal agreement that the customer will use the product. We engage in an ROI conversation where the value addition of the data is understood, following which a formal pricing is delivered. Discussions around integrations and more technicalities are completed in this stage.

I presented arguments and countered every argument they made. I made my point clear — investing in Harry Potter will make me a happier child thus encouraging me to work harder at school.

4.Validation

Here, we get confirmation from the champion that we are the vendor of choice and are committed to getting the deal done in the quarter. The deal is nurtured further by understanding budget approval and agreeing on the ROI assumptions. The final step of the stage includes negotiating contracts, understanding contract approval and signing process and timelines.

My father presented his side of terms — no more books for a year, higher marks on the next exam, all of which I humbly accepted. He tried to wiggle a “no movies for a year” clause but I struck it down with a firm no.

5. Managing The Close

This is the stage of execution. The terms agreed upon in the previous stages are implemented and the final negotiations are completed. The process for signing of contract is set.

And thus, I found myself waiting excitedly outside a bookstore to lay my hands on my very own copy of Harry Potter and the Deathly Hallows. And I’m pleased to say, though the sales cycle was long and tiresome, the book was worth the wait.

If there’s anything my experience has taught me about life, it’s that everybody is a born salesperson. I still sell on a daily basis — I try to sell my company services, my passions, my emotions, and more importantly, me.

You can try and deny it, but Sales runs the world! :)