Knocking on Creativity’s Door
I have writer’s block, and I’ve had it for a few months now. I spend at least an hour a day staring at the keyboard, waiting for words to flow. Instead, they’re stuck behind a stress-induced wall in my brain and they can’t make their way onto the page. It usually takes a while, but I eventually come up with enough words to string together to make a coherent though. Caffeine helps this process.
For most people, feeling creatively barren isn’t a big deal in their job. Even I have to admit that while this debilitating condition has affected my blogging, for the most part I’m able to continue on with my 9-5 life as per normal. But then again, my job also tends to be about data and numbers and it doesn’t require a lot of imagination or artistry. If I was in a sales position, I’d have a much bigger problem.
Most people don’t pair creativity with salesmanship, but the two really do go hand-in-hand. Being a salesperson is more than selling a product. You have to be better, smarter, and faster about selling that product than the guy in the store next door that is selling the same product. What is going to make me pick your pitch over his? It’s not because of your tie or because I like your smile. It’s because you’ve said or done something to draw my attention to you. You’ve made yourself stand out in such a way that I can see you and nothing else.
For a lot of salespeople, creativity can be a problem. They didn’t sign up for their jobs because they had great ideas and needed an outlet for them. Most salespeople are involved in an industry that they have some sort of knowledge in and therefore they can speak intelligently about a product. And don’t misunderstand – that is a very valuable tool. But unless your company is the only one on the planet that sells that product, chances are high that you’re going to have some competition in the marketplace. Knowledge of the product won’t be enough to sell it – you’re going to have to come up with an unique approach to the sale.
So if you’re not a naturally creative person, what can you do to spark that side of your brain into waking up? There are tons of great suggestions to be found online for getting you and your sales force into an inspired state of mind. Beyond that, though, you need to have the creative mentality in place in your organization. Encourage your sales reps get together to brainstorm and communicate and think outside-the-box. The one of the biggest mistakes that most companies make is that they pit their sales reps against each other in a competition to see who can get the most sales/commission. And that will usually work….to a point. If you want to build a long-lasting relationship with a customer, the foundation needs to be stronger than a load of nonsense that was served up out of desperation because your sales agent had a power bill coming due. It needs to be about being memorable. I have to see something in you and your product that makes me keep coming back. I’ve got my own power bill to pay, so scamming me and making me regret the transaction probably isn’t going to accomplish much over the long run. But if you can put some thought and imagination and resourcefulness into an approach that is going to make me want to come back to you over and over again, then everyone will benefit from that burst of originality.
Do you see a need for creativity in sales? As a salesperson, what creative methods do you use?
Posted on October 9, 2012, in 'We Get Retail' Business Tips and tagged advertising, business, creativity, marketing, marketplace knowledge, pitch, retail, sales, salesmanship, salespeople, salesperson, selling, techniques. Bookmark the permalink. Leave a comment.