Emma McAnally recently came in as the runner-up in the sales professional of the year category (for companies with more than 50 employees) at the 2010 British Excellence in Sales & Marketing Awards. She spoke with journalist Polly Devaney about her background and tips for success.
It may not have been part of her grand plan at the time, but Emma informally started her sales career while at university, working in telesales at weekends to earn money while she studied for an equine science degree.
When she graduated, experience in a telesales job helped her get a position working for Vetstream, which provides clinical information to the veterinary market. Emma then moved from Vetstream to specialist vet product supplier Animal Care, before being headhunted to Merial, where she has worked for the past six years. Merial is an innovation-driven animal health company that employs around 5,600 people in 150 countries.
Q: What does your role as Kent territory manager for Merial entail?
A: I am in charge of the Merial accounts and relationships with all the vet practices in Kent, which currently stands at 150 and growing. I also work to build relationships with local key opinion formers such as specialist vets, so that we can gain third party endorsement for our products.
Q: What was it like going through the BESMA awards process?
A: I was really pleased when my manager said he wanted to put me forward and pleasantly surprised when I made the top 12 out of over 200 entrants. Although I am used to selling, doing a roleplay in front of the judges was still quite nerve-wracking but the judging panel were really nice! I would encourage anyone to have a go though and was surprised and delighted with being the runner-up.
Q: What do you think the key factors are that enable someone to succeed in the sales arena?
A: Good sales training really helps. I have found the formal training offered by my firm in key skills such as negotiation and key account management has really helped build my confidence. I also firmly believe that going the extra mile for the client makes you stand out from your competitors.
Q: What do you think are the main personal qualities a good sales person needs?
A: Confidence is obviously vital for a sales person – although this can take time to really build and I feel it is important not to come across as over-confident. Getting to know clients, understanding their needs and working with them is a far better approach for a long-term relationship than just giving them the ‘hard sell’ on products or services they may not really need.
Q: What skills have you developed to help you to stand out from your competitors?
A: At Merial, we are really encouraged to be innovative, lateral thinkers rather than just transactional sellers. It has helped me to always think about how I can add value in a sales situation and anticipate the client’s needs and personalise my solution for them.
Q: What can a job candidate do to impress you?
A: They would demonstrate that they are confident, motivated and a lateral thinker.
Q: What is the best thing about your job?
A: I really enjoy the relationships I have developed over the years with my clients. I get a great sense of satisfaction out of identifying their training and product needs and matching it to what I am able to deliver for them.
Q: How easy do you think it would be for someone in a different sector of sales to move into the animal health sector?
A: I think that as long as you have the general aptitudes needed for sales and are motivated, you can move from and to almost any sector. We have people here at Merial who have moved over from car sales and not everyone has a related degree.
Q: What is your key challenge in your sales role?
A: Because I have covered the same territory for six years with Merial and nine years in total, I always need to look for new angles to keep things fresh and interesting. I am constantly challenging myself to add value and bring new information and ideas to the table.
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