"Why modern organizations must move beyond a simple alignment of IT with business practices, to a complete, corporate-wide embrace of digital technology and all that it entails." -Digital Outliers Podcast
If you're a manager or leader, how many times have you been met with the phrase "That's not my job", I cringe at the thought of being on the receiving end of that statement. Regardless of how short sighted it might be, people can demonstrate the tendency to compartmentalize their role or job into the title they are given. If you're in sales, you're not in marketing, if you're in operations, you're not in sales. My opinion is that this is a dying idea, one that is starting to become an expression of past.
The employee of the future might have a specialty of sorts but over all demonstrates a well rounded acumen that addresses many different roles and is a closer cousin of that of an entrepreneur.
The driver behind this shift in thinking is technology, and not just "tech", I am talking about the way that the internet of everything is increasingly the way of the future. In the old world IT has historically been the driver on any initiative concerning tech and how the company will deploy their strategies relative to technology. In today's evolving world it is important that if you want to be the best sales person, you have to also be a fantastic marketer. Not to mention a tremendous relationship builder that is also dynamic at demonstrating how technology impacts their role. A successful sales person today can not rely solely on their in person charm, their own personal Omni Chanel must demonstrate a through line so that what they present digitally is also the in person experience.
On this topic there are many thought leaders inside the fitness industry, my good friend Bryan O'Rourke and Rasmus Ingerslev are two outrageously awesome thought leaders to watch on these topics. Likewise, two thought leaders I admire outside the Fitness Industry are Brian Solis and Didier Bonnet, these two do a stellar job articulating this concept in a concise and easy to understand way.
In one of Mr. Brian Solis's most recent podcasts, Digital Outliers he spoke with Didier Bonnet (@didiebon), Senior Vice-President and Global Practice Leader at Capgemini Consulting and the co author of one of my favorite books, Leading digital. I have listened to the podcast about a dozen times at this point because the message was so well articulated that It has to be shared here. I am so impressed with Didier and Brian's dialog and ability to articulate such a complex topic so succinctly. Click here or on the link below to listen.
“Digital Transformation is really a business transformation driven by the current digital wave. If you can not get your workforce to adapt to this change, then your program will fail... the people side of the digital transformation is still as valued as any transformation, that’s where the big block is... the technology side is not the most difficult thing to change, the people change within the organizational change is the far more difficult to pull off. “”
At the end of the day, the responsibly as individuals is to round out our skills to reflect today's world. This is a wonderful opportunity for growth for many.
What do you think? Check out the podcast and let me know, how are you and your organization adjusting to the dissolving IT roles and adapting to the new world?
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
“Good is the enemy of great. And that is one of the key reasons why we have so little that becomes great. We don't have great schools, principally because we have good schools. We don't have great government, principally because we have good government. Few people attain great lives, in large part because it is just so easy to settle for a good life.” ― James C. Collins
Mr James Collins is a wise man, and in his book Good to Great he talks about aiming for great instead of settling for good enough. This idea is very easily applied to prospecting potential customers in the world of sales and business development. There might be lots of “good” prospects out there but only a handful that will be great parters for your organization long term.
One of the biggest mistakes I see salespeople make is thinking everyone has potential to be their customer. When you want to sell something and you really believe in your product it is easy to imagine how everyone could benefit from what you are providing. Also, this mentality can be the fastest way to missing “great opportunities” and settling for good ones.
The reality is that there will be plenty of people that will not be your customer, and for good reason. Your product offering and customer maintenance structure might not be the right fit for them. Recognizing and knowing when to walk away is what separates good sales people and great business development professionals.
The fact is that if someone is a difficult prospect 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.
The mentality shift that is required to walk away from the wrong potential for the sake of a short term sale is the same as the abundance vs. scarcity mentality. When your thinking is scarce the belief is that you must sell to someone because if you don’t, another might not come along, you will miss your quota, the thinking is narrow. The abundance thinking mentality is one that says there is plenty, and by doing the right thing and walking away from the wrong deal you are fighting to close, another door will open and the quota will be met and the pipeline will broaden.
In the start up community, some of the most successful business’s are the ones that choose to pivot letting go of what was for the potential of what is to come. This abundance in thinking makes way for the opportunity, walking away from a prospect that is not the right fit for your product is the same exact concept.
A few books you would enjoy if this context shift in thinking interests you are Good to Great, a classic and Abundance by Peter Diamond. If you send me a message and inquire I would be happy to send you either book as an amazon gift.
I am very passionate about sales people pivoting to be business development professional, educating, researching and focusing on being strong industry resources.
Please let me know how your business development career is going, do you find that by walking away when it’s right to do so that you create new opportunity? I would love to talk with you about your experiences.
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
Mr. Malcolm Gladwell, the best selling author of the book Outliers suggests that it takes 10,000 hours of practice to become an expert at any one task and to be considered a master at that craft. This level of fine tuning can take anywhere from five to ten years of dedication depending on the time you put into it.
As a Business Development professional, regardless of your industry, you will begin to be seen as a resource as you build long term relationships with your customers. They will begin to rely on you for more than the product you are affiliated with, and they will see you as a comprehensive resource for your industry. It has been my experience that having influence and being an industry resource is of incredible value; but where to start? How does one begin to create meaningful influence within their industry and build their 10,000 hours towards mastery?
Here are some of the ways I went about the process of creating influences and helping people along the way.
Practice and Share Your Journey.
On of my favorite ways to connect with people is on my blog! if you look back to the beginning of my blogging history about every 3rd post I wrote about what I was literally doing. You see, I was practicing and sharing what I was learning and teaching, simultaneously. I did not wait until I had everything figured out, I started writing as I was learning. Start with your own blog and begin sharing your findings. Once you feel comfortable with that, begin looking at possible speaking engagements or writing for a trade journal or local publication. Be willing to share your findings, expecting nothing in return, building rapport with anyone that finds your work. It was by sharing what I was doing that I learned more, and by way of sharing it with you, created value.
Read, Research and Invent.
In order to be a resource in your industry you must know what is going on and begin creating your own predictions as to where the industry is headed. One of the most attractive attributes of an industry influencer is they are not afraid to predict the future! Being a predictor is more about being willing to notice what is going on and share your own perspective on possibilities and be less concerned about your accuracy and more excited about your willingness to talk about it. Another way to expand your perspective is to read about what others are saying. Spending even 10 minutes each morning reading can sharpen your sword for the day ahead.
Mentor and Be Mentored.
Simply put, finding someone who knows more than you do as well as someone who knows less and then joining arms is so incredibly valuable to your life! I have found my favorite moments are when I am sitting across the table or on the phone with someone and I hear the gears “click” into place for someone and they “GET” what message they were meant to get. Being on the giving and receiving end of that is total soul food. If you feel you are under qualified to mentor, trust me, someone out there knows less than you and are looking to be helped in the same way someone is looking to help you. Giving without expecting anything in return is the best juice to keep the flow of your life going.
Like Mr Gladwell talks about, it requires patience to be willing to hone your message/craft. Today’s world moves so fast, we are all racing to an imaginary finish line that does not actually exist. This whole deal is a journey, and it has been my experiences that openly sharing your journey is one of the fastest ways to influences your network and create value for the people you meet.
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
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