Are your sales team brand ambassadors?

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Martin Rollin, Specialist in FMCG, Retail and Textiles & Apparel Sales at Hays, shares his thoughts on the importance of brand ambassadors, particularly in the fashion industry. An expert in all aspects of the FMCG, retail and textile & apparel sales markets, he would be happy to hear from anyone interested in this post by email or on LinkedIn.
In the highly competitive fashion industry, branding is everything. Companies will spend vast amounts of money on developing their brand identity, showing high-profile TV adverts and buying sponsorship from celebrities. Brand ambassadors can also play a vital role in positioning brand images, and increasingly companies are recognising that their sales team needs to be an extension of their branding, speaking the same language and in line with media advertising.
Employees, and in particular the sales team, can be the custodians of a brand.  Enthusiasm is infectious and genuine brand ambassadors can use this to leverage people’s beliefs and passion for a product, influencing their purchasing decisions. This is particularly valuable for luxury boutique brands, who need to require people to aspire to the lifestyle they represent. Their salespeople need to be able to embody the lifestyle they are selling and influence potential customers. For luxury brands, it is particularly important that every aspect of the service they deliver is extraordinary.
The rise of social media has strengthened the requirement for brand ambassadors. While companies with large marketing budgets will ensure that their official channels are consistent with their overall brand identity, people are often more likely to respond to individuals. With social media increasingly recognised as a potential tool for salespeople, it is important for companies to embrace this as an opportunity to utilise their sales force as brand ambassadors.  
Does your company encourage you to be a brand ambassador?

How much commission should a salesperson get?

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There has been a long-running debate over the best way to reward salespeople for the job they do. While the majority of salespeople will be on a base salary plus commission model, there are advocates for both 100% commission salaries and 0% commission strategies within sales. Of course, there are many factors to consider when determining how to pay a sales team, such as industry conventions, talents of the sales team, financial situations, but it is valuable for companies to consider all their options.
There was a time when 100% commission salaries were popular with both employers and salespeople. For a good salesperson, they offered much higher earning potential and greater freedom. For employers, they offered a low risk sales team, as no sales meant no salaries to pay. However, there are also large disadvantages for both employers (potential low sales and high turnover) and salespeople (no guaranteed income). Furthermore, it is not conducive to the kind of consultative sale that is frequently required by companies now, as 100% commission salary salespeople are less likely to be willing to spend the time required developing a relationship; they will generally be more interested in quick wins.
The rise of consultative selling has even prompted some companies to take a 0% commission approach to their sales team. It is hoped that this will produce a sales team who are motivated by the desire to help customers rather than greed and who will be genuinely dedicated to offering solutions to their clients. Salespeople in these roles may still be recognised for their contribution to the company in the same way any other employee may be recognised, but these rewards will not be directly tied to their sales figures. This allows them to focus their attention on delivering value to their clients, rather than worrying about targets or obsessing over how to gain the most commission possible.
Would you consider working in a 100% or 0% commission sales role?

Is jargon harming your sales?

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Adam Horne, Specialist in Managed Services Sales at Hays, shares his thoughts on how jargon can be harmful to sales in the IT industry. An expert in all aspects of the managed services sales markets, he would be happy to hear from anyone interested in this post by email or on LinkedIn.
All industries will have their own terminologies, acronyms and jargon. However, the IT industry has always been a particularly serious offender and as technology becomes more sophisticated, the amount of jargon is increasing. Even worse, there is sometimes a perception that including a lot of jargon in a sales pitch will make the salesperson sound intelligent and impressive to the potential client.
In reality, jargon is unlikely to impress the potential client. It is likely to make them feel excluded, embarrassed or bored. Jargon can create a barrier between the salesperson and the potential client rather than developing a relationship, which should be the salesperson’s aim. Rather than asking questions and seeking to understand the technology, the potential client is likely to simply switch off.
Even if the salesperson is able to make the sale, if they do not include the client in the process and help them to understand what their company can offer them, they will not be able to offer the client the best solution. While the salesperson will have the best understanding of the service, the client will have the best understanding of their business needs. Salespeople should work with the client to ensure they understand the service, and both parties should work together to develop the best solution for the business, which the client will want and value.
How can you ensure that jargon does not become a barrier between you and a potential client?

The importance of a salesperson

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For years, people have speculated over the death of sales, arguing that the role can be replaced by ecommerce and digital marketing. However, good salespeople continue to have a value in companies. Sales professionals currently make up 7% of the UK workforce and we have seen an increase in the number of vacancies for sales people. As markets recover from the recession, businesses need astute and commercial sales professionals to secure their positions and make the most of the uplift.  
A good salesperson will bring to a company a range of values that cannot be replaced by alternative marketing methods. They will be experts in their field, and well-connected within their customer base. They will be naturally likeable and excellent at relationship-building. They will be able to quickly identify leads worth pursuing and know how to communicate with these people. They will be passionate about their product and be able to explain how it will benefit their client. This ability to create an emotional impact is still extremely important in the marketplace. It is ultimately this personal connection that often makes the sale, rather than the product or the company branding.
A good salesperson can easily cover their costs and add to a company’s bottom line within 6 months of being hired; something which is unlikely to be true of any other position within a company. Successful companies are still very aware of this.
Sales professionals who can win new business, grow existing accounts and take business away from a company’s competitors are extremely valuable and highly sought after in the current market place. If you have these qualities, why not visit the Hays Sales website and see how we can help you take the next step in your sales career. 

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