Jo Miller is the head of group sales at Northern Racing, a UK based company specialising in horse racing and other leisure events. She answers our 20 questions and tells us why she admires racing jockeys and what skills she thinks are important in sales jobs.
1. What was the first thing you sold?
My first ever sales job was a Saturday gig in a shoe shop when I was at sixth form. We had sales targets to meet for the day and I can remember being ultra-competitive about them then, even though there was no commission involved.
2. Did you intend to go into sales when you started your career?
No. My original intention was to find a marketing job, but after I left university it was such a tough graduate job market I ended up taking a sales job with a small events company. I hit a steep learning curve with them – working for a small company means there is no escape, and you have to do everything for the sale from the initial proposal, to purchase orders and invoices.
3. What’s the single most important quality you need to succeed as a salesperson?
A thick skin.
4. What is the one thing you would love to sell?
Chocolate. It would involve a lot of quality checking, I’m sure...
5. What is the last thing you’d want to sell?
Widgets.
6. What’s the best piece of advice you’ve ever received?
Some will, some won’t, so what. Next!
7. What advice would you give to someone following in your footsteps?
Building your network is as important as building your skills.
8. What did you buy with your first bonus?
I saved for a deposit on my first house.
9. Who do you most admire in your industry?
Undoubtedly the jockeys – if they can get back on a horse after falling like they sometimes do, then so can I.
10. How would you sell ice to an Eskimo?
In limited edition flavours.
11. How important is image for a salesperson?
Hugely – people buy people. I’m not saying that a salesperson always has to be suited and booted, because different industries expect different things. However, being well groomed and what you wear is important - it is the first impression of how you are likely to deliver.
12. What is the single most important skill you need to close a sale?
Tenacity.
13. Has anything ever gone wrong, that in hindsight, has worked out well for you?
In my first job as an events booker, I had a hotel let me down at the last minute. Thankfully we found another hotel to host the group who then became a new and trusted supplier.
14. What’s been your biggest success?
I believe that my biggest successes are yet to come.
15. If you were to pack up your desk and leave today, what would you like to be known for?
Over-delivering.
16. How has sales changed from when you started out?
I’ve only been in sales for six years, but the landscape has changed hugely. People can’t rely on their budgets being available anymore until they are given them in black and white each year – the decision making process has become longer for that reason.
17. What are the current challenges facing your industry?
General public interest in racing is a key issue. Thankfully it is being addressed through a number of activities and measures as part of a central ‘campaign’ called Racing4Change.
18. How has the digital age changed sales?
Customers now have access to a huge amount of data before they make their purchase – particularly when it comes to product and service reviews. Companies that may traditionally have won sales based on price may lose out now if their quality and service does not meet expectations.
19. What will never change?
There will always be ups and downs in the market.
20. Who is the best salesman ever, real or fictional?
My dog can be pretty persuasive when she wants something.
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