In a recent expert interview, John Golden talked with Chris Jennings, a sales leadership expert with more than 25 years of sales and leadership experience. They discussed new sales training methods, the importance of authenticity in sales, and the changing role of sales managers. Here are the main points from the discussion and the takeaways, along with some practical tips from their conversation.
Meet Chris Jennings
In this episode, John Golden meets Chris Jennings, a UCLA graduate and sales leadership professional in Laguna Niguel, California. Chris has spent his career assisting small—to medium-sized enterprises improve their sales leadership and client retention. Chris is not pushy in his approach but does not tolerate a pushy salesperson. Instead, he uses questions and psychological knowledge to benefit salespeople and buyers.
The Importance of Authenticity in the Sales Process
Why People Should Care About Authenticity
Consumers can always tell when they are being ‘sold’ rather than having a conversation. According to Chris, people will be more comfortable when you are authentic when selling to them and more willing to engage in a conversation. When salespeople work with authenticity, both can tell whether there is a fit for a business partnership.
How to Stay Authentic
Self-Awareness:
This allows the salespeople to listen to their own recordings and determine whether there is any shift in their voice or mannerism when making a sales call as opposed to conversing with their friends or colleagues.
Genuine Interest:
Salespeople should not concentrate on the end of the deal but rather on the buyer’s needs. This change will help establish trust.
The Pos of Low Expectations in Sales
Why a Low Pressure Approach is Effective
Coming into sales conversations with no particular agenda will help reduce the pressure and lead to more spontaneous conversations. This makes it easier to engage the buyer and establish a relationship that can last.
Practical Tips
- Mindset Shift: Not every conversation has to end in the sale. It is sometimes helpful to determine if there is a real opportunity.
- Avoid Desperation: It is not advisable to overemphasize a single deal, especially when the pipeline is thin—this may scare away the buyers.
Sales managers: Their role in increasing sales
Sales Managers as Growth Machines
Good sales managers don’t supervise teams; they create them. Chris explains how leadership can increase revenue by helping every salesperson enhance his or her performance.
Strategies of Sales Managers
- Structured Development Programs: Offer training and assistance based on experience level.
- Embracing AI: AI will not replace salespeople, but those who know how to use it will have a significant advantage.
Leaders must know the new technologies and how to incorporate them into the business.
Continuous Improvement & The Sales Process
Why a Sales Process is Important in Sales
Sales teams require a defined and flexible process that is updated to reflect changes in buying behavior. Salespeople—and the leaders among them—never stop trying to find ways to improve.
Steps that Sales Managers Can Take
- Refine Processes Regularly: Use data and feedback to change the sales strategies.
- Invest in Coaching: Help the members of the team who want to learn and develop themselves.
The Problem of Hiring the Best Salespeople as Managers
Management Needs More Than Sales Skills
Running a successful sales team does not necessarily mean an individual is a good sales manager. Chris advises companies to consider whether a sales guru is ready to take on the responsibilities of a leader and lead the team before offering him a promotion.
The Best Ways to Manage Leadership
- Carefully Evaluate: Certain qualities must be present in top performers before promoting them to management.
- Prioritize Coaching: Ensure that the sales team has a culture of mentorship and learning.
Our Host
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist, he has conducted over 1500 video interviews of thought leaders for Sales POP! online sales magazine & YouTube Channel and for audio podcast channels where Sales POP! is rated in the top 2% of most popular shows out of 3,320,580 podcasts globally, ranked by Listen Score. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.
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