In a time when sales people are often are seen aggressive, Andi Collins focuses on a softer approach to get sales. She works at Merial, the animal health company, and the stragegy seems to be working. She won sales professional of the year for companies over 50 employees at the 2010 Bristish Excellence in Sales & Marketing Awards. She spoke with Salestarget.co.uk about her sales strategies.
1. Why do you think you were recognised by BESMA?
I make a point to come across as natural and caring on a sales call and take an interest in what the person I'm speaking with is trying to achieve rather than just focusing on my goals. It's not just about doing your job and returning with a sale. It's about adding value to the relationship.
2: What skills have you developed to help you to stand out from your competitors?
I have developed my own personal rapport with clients. I have very good relationships with the clients that I speak to and visit. I can speak with all different levels within a customer's business, from the receptionist on. And I think it is about making sure that the relationship is there at every level. So, whether you are just going into speak about a financial proposal or whether you want to turn a business plan into an action plan, you need all of the staff involved. I wish to achieve the best possible outcome for myself and my customers.
3. What sales training have you received?
Through Merial, we do ongoing sales training covering specific areas such as key account, negotiating and added value selling. I have also received training on coaching and mentoring to allow me to help others to develop their own sales skills. Merial are corporate members of the ISMM and I have enjoyed attending their meetings and listening to the speakers. I have found that you can learn much from their experiences in different walks of life, talking about their achievements and the actual inspiration and motivation they provide to look at yourself and change how you do things in order to improve your future performance.
4: What is the best thing about your job?
Having the support from my colleagues and the fact that I can count on them to provide me with the tools and information to enable me to achieve my sales objectives.
5: What is the biggest challenge you face in your position?
The biggest challenge everyone faces at the moment is the market. The veterinary market has changed so much in the last few years and it is increasingly challenging in terms of general economic outlook and the competitive environment. I feel that you need to make sure you fully understand what the customer actually wants by good questioning and providing solutions to these needs, rather than just sell them something that might not provide them with the added value they are really looking for.
6. How do you deal with rejection?
Everybody within sales has to go through rejection in some way, shape or form. It has to be kept at business level. You can't take it personally. As long as you built the relationship and left the door open, you can actually go back in at a later date and discuss other business.
7. What tips do you have for having a successful sales career?
The secret of success is making sure that you're very organised. That you plan very well for your day and very well for your call. That you have all the information that you need for each call. That you think strategically about the actual call that you're doing. So instead of just going in and doing what everyone else is doing, you make sure that each sales call is unique – rather than just being a flat call.
8. What the hardest sell you've ever had to do?
Where third parties such as competitors have made misleading statements or have cast doubt on my ability to deliver on my promises. During my initial time in selling I found these situations difficult to overcome, however I have found that by building trust and establishing a proven track record of delivering on my promises, then my customers see me as being a partner in terms of the Merial/customer relationship. Therefore I feel that I have earned their respect and created a rapport based on mutual credibility, which better enables both parties to discuss either problems or opportunities and agree joint actions on moving the situation forward.
9. What's the best selling advice you've ever been given?
To be yourself and emphasize with your customer by putting your self in their position. How would I see myself and how comfortable would I be doing business with myself?
10. Is it difficult to keep that advice in mind?
I think I'm naturally the type of person who always considers everybody else's thoughts and how I would see myself in any situation.
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