What do you think of when you hear the word "Vendor"? Personally, when I hear the word vendor, I immediately think of hot dogs (aka "dirty water dogs") from a NYC street corner and my mouth starts to water like Homer Simpson. Load it up...ketchup, mustard, onions, relish...mmmm.
Let's be honest, many executive leaders and buyers in today's business world have a negative reaction to the word "vendor". And yes, I agree, this perception or labeling has been brought on by years of the quota hunting sales rep pushing product onto these seasoned buyers.
Here is the reality as I see it; The inexperienced, un-coached sales rep looks at her territory as a commission check. It takes experience and patience to step back and understand that if you want true success as a sales professional, you need to evaluate your approach. The first sale you make to the prospect: Prove that you are to be trusted. Sell yourself, your experience, why they should trust your guidance. Your buyer and their team need to see you as their coach in the process. They are spending the company's money and want assurance that they are making the right decision.
Remember...they've already done their research online and through their network to understand how they should make their purchase decision. It's now your job to help them see through the noise of the market landscape to convince them that your solution is the right choice for them not only now, but for the long term growth of the relationship. Become a consultant, partner, and adviser to them. Want some evidence that they are already close to a decision? Take a look at these experts:
What does this data above tell me? I need to understand that they are already coming into the discussion armed with information. My approach better take that into account!
My boss hates vendors!" and "Be careful, she hates sales people!" (I literally heard both of these quotes this week prompting this post).
I love hearing this! It gives a skilled sales person the opportunity to earn her salt and transform the perception that she is not just a seals rep or vendor, but a trusted consultant. Look at this as an opportunity to strategically figure out their areas of pain or gaps in your buyers process that you can fill. Show them that you were listening to their challenges and thinking creatively and compassionately to how to provide a solution that really works for them.
Be in the game for the long haul. Prove that you are listening to them.
A quote that I keep in mind helps to remind me of my strategy to be the adviser...not the vendor:
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