As the role of the salesperson continues to lose relevance to today's buyer based on how people are purchasing, how does a salesperson evolve into what is more relevant? If evolving into a business development professional is the route to take, what is the first step?  Let’s begin by defining some key character traits of business development professionals and how they may be differentiate their message. 

Business Development Professionals Solve Problems
Leave the product talk at the door.  Gone are the days where what you are selling is the focus of your meetings.  WHY you are there is a far greater focus. Best selling author and speaker Simon Sinek has a wonderful TED talk called “Start with Why.” Click here to watch it.  He talks about how people don’t buy what you do, they buy why you do it.  It is critical then that you know WHY you are going to visit the prospect you have a meeting with; is it because of your product? Then you might want to rethink your approach. 

Business Development Professionals Are Industry Experts
When you have a relationship and a rapport, you become a resource.  The other day I was looking for a new shampoo and conditioner. What was the first thing I did? I texted the girl that does my hair and asked her what her favorite product was.  We trust the people we have relationships with and we ask their opinion.  As a Business Development professional, you might sell treadmills and equipment, but you will more than likely be asked questions about flooring, lockers, front desk technology, you name it! Once you have a relationship, you will become a resource. When you focus on selling instead of consulting, often these items are overlooked and the opportunity to support the whole picture gets lost. 

Business Development Professionals will Walk away
One of the biggest mistakes I see salespeople make is thinking everyone has potential to be their customer.   It is so very important to know your customer, and realize that there will be plenty of people that will not be your customer.  The hardest part is knowing when to stop and walk away.  The fact is that if someone is a difficult prospect and difficult to work with pre-sale, imagine the headache they will create for your company once they are on-boarded. These types of sales end up costing your company more money long term. Short term, you might have made your commission, but long term it is not worth it for everyone involved. 

In today’s business climate solving problems, being an expert in your industry, and knowing who is the right fit for your product are fundamental necessities to long term success.  The leaders in Business Development will be known for developing long term relationships based on being helpful and being an asset.  Organizations that see the potential to evolve their sales roles will succeed long term. Those that do not? It will only be a matter of time before the old tactics will yield no results. This is by no means a comprehensive list of character traits, but certainly a good starting place.

Are you or your organization attempting to pivot from sales to business development? I would enjoy talking with you about your experience.  Connect with me here and let’s talk! 

---

Lindsey Rainwater, also known as Lindsey RainH2O, is a sought-after business consultant, leadership coach, writer and presenter to the fitness and wellness industry. For more information about Rainwater, follow her on Twitter @LindseyRainH2O

I remember being 17 years old, I worked in a small health club in Arvada Colorado as the assistant manger.  It was at that job where I learned how to "close a sale."  I have memories of sitting in a small office room after showing a new prospective member around the club, of course, creating solutions to all their problems on the tour making sure all possible objections had been covered by the time we got to the office.  Because, as you know, the sale happens on the tour... or as it was said back then.  In that office I would shut the door, present the membership terms by writing it out on a piece of paper and then turn the piece of paper around and say, "let's get you started today," and hand the prospect a pen to sign on the dotted line.  I am smiling ear to ear as I type this because looking back, the scenario I just described is beyond hilarious! I can't believe it worked to tell you the truth, the number of memberships I sold was astonishing!

 The point in telling the story is to contrast the reality of today's tactics and consumer in comparison to the past ways of selling.  The "art of the close" over coming objections and any form of manipulation leading to the sale are all wildly outdated tactics and they no longer work! The consumer is much too smart for that.  Everyone is walking around with a computer in their pocket, the buyers are more sophisticated and the old school tactics are a thing of the past.  

The refreshing and vital truth is this; In a world where anyone can do their own research and find what they need to educate their buying decisions, the result is, the sales person no longer holds the power or relevance that they once did.  The opportunity is that the position of the sales person gets to evolve to a far more enlightened role of truly helping people and reducing the noise level of "pitches and ploys" to instead being honest and helpful.  Lots of people might not like this because it requires a level of honesty and truth telling that is foreign to some, but the long term side affect is this; you feel more fulfilled helping people than convincing them for your own gain.

Today's sales person is not a sales person at all, they are a Business Development Professional that is consulting buyers around solving problems and offering help.  

This topic means a great deal to me and you will see my writing start to pivot. To really encompass what it means to not only be a business development professional, but how you can expand your role to mutually benefit both your career and company's reputation.  The opportunities are endless and I am thrilled to share my perspective with you.

Are you a business development professional craving relevant conversation about your role? Let me know, this is one of my favorite topics and I would love to talk to you.

---

Lindsey Rainwater, also known as Lindsey RainH2O, is a sought-after business consultant, leadership coach, writer and presenter to the fitness and wellness industry. For more information about Rainwater, follow her on Twitter@LindseyRainH2O