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All Sales Articles > A View on Transformation
A View on Transformation
By Todd Cohen
Many of you who know me personally know that I am an aviation junkie. I love airplanes and follow aviation trends and new announcements in the industry pretty closely. Yesterday was a big day for people like me. Boeing unveiled their newest airliner, the 787. I have watched the development of this new plane for years and as I watched the launch web cast, I started to think and reflect about how companies transform themselves. I then started to think about how salespeople can transform themselves.
Selling is complex. I have said that many times. Products are more complicated and take new and complex skills to sell. This means that sales professionals need to change, grow and transform themselves over time to stay competitive and create personal marketability. One obvious type (but not the only type) of transformation is from a tactical (product) sales professionals moving to a more consultative (solution) sales professional. I have been observing this for years; I had the wonderful chance to transform who I was as a sales professional during my time at Xerox. I also have taught this change and it remains one of the most rewarding times for me as a sales professional.
Here is what I have discovered:
- Transforming is not easy. It takes an innate sense to move from tactical to consultative sales. I really think you need to see and feel the consultative side of sales. It needs to be natural.
- You will have to develop and use many skills that we hone as people- relationship building and good listening skills are top of mind. In other words, you must "get it".
- Transformation requires PATIENCE and PRACTICE in abundance. To make this leap successfully, you must know that it takes time and it changes the fundamental way we view clients. I have seen many wonderful tactical sales professionals just not able to make the transition and that%e2%80%99s OK. Not everyone is created the same and we need all kinds of sales professionals to make the world go around.
- Transformation of sales professionals is necessary for companies to grow and compete and it must be supported through well developed training and education. Companies need to nurture and develop their sales force in time of change to make sure that they can sell the portfolio of products.
- Sales professionals have a right to expect that our companies will deliver compensation plans and metrics for success that are in line with our transformation; We are both making an investment. It is very frustrating for companies to enhance products and services for a consultative and solution orientation and expect tactical results. That is a recipe for failure.
- You MUST transform over your career to stay competitive. Period. Would you go to a doctor or a lawyer who has not received any continuing education over the last 10 to 20 years?
Finally, I want to offer this thought to you: If you are feeling restless and stale, then think hard about what you need to do to change that. If you need to commit yourself to a course of sales transformation, that's a good thing and do it. Press your company and yourself to take the next step in your professional growth. You will only see its upside - and I bet higher sales and commissions in the future!
As always, tell me what you think!
Good Selling!
-Todd
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Todd Cohen recently presented to a group of Omnicare Clinical Research leaders on the topic of building a sales culture. Todd's thorough preparation for the meeting and his presentation were spot on to what we needed to energize our leaders about 'selling' our services, no matter what their role.
Todd's desire to understand his audience, his knowledge of the subject matter and his enthusiasm really showed. Meeting participants left the meeting referencing many of his points, and we continue to refer back to his advice in subsequent meetings and interactions. He really made an impact. I would highly recommend Todd as a presenter on this topic.
Mary Vila VP-Human Resources, Omnicare CRO -
Todd Cohen's program is WAY more than sales training! Todd instills a mindset and skill set that are far more powerful, meaningful, and lasting. His expertise - building sales culture - is about showing sales leaders at companies of all sizes how to multiply their sales effectiveness by harnessing the power of the entire organization and ALL its stakeholders in the pursuit of closing sales. Bigger sales. Better sales. More sales. THAT is the result of implementing Todd's strategies.
David Newman Marketing Speaker and President, Do It! Marketing -
Todd is the ultimate catalyst to grow a positive, highly-motivated sales culture within any organization. He's the perfect coach to build or strengthen teams. As a marketing professional, working with Todd was insightful!
Sue Watts Product Marketing, Shunra Software LLC -
Outstanding...very powerful! You came across well spoken, experienced, confident and most of all I felt like I wanted to hear more. I had no idea you were such a great inspirational public speaker with such a powerful message to deliver.
Russell Heid Manager, Deloitte and Touche, LLP -
I just read your whitepaper and found it to be the ABC's of successful selling. It applies to any selling and is an excellent paper! I will recommend it to my sales team for reading.
Mike McCann #1 Prudential Realtor in the USA -
Todd is as passionate about helping others as he is about selling. I would certainly recommend him for assistance in motivating others to achieve a sales objective, whether selling the value of a non-profit, any product or a service.
Craig Stabler Soliant Consulting -
Todd...is passionate about helping organizations build a "sales culture" that understands customer needs and develops an out of the box approach to the sales process.
Dr. Jean Wilcox, PhD Professor of Marketing, Temple University -
Todd is the consummate professional - his presentations are effective, to the point and entertaining. His demeanor is one of confidence that reflects years of experience and successful outcomes. He's also a terrific guy to work with.
Jerry Wolfe Partner, Nenko Advisors International -
Todd has an unusual combination of sales talents - he can sell (intangibles to the C-level? no problem here!), build and manage a sales department and train for success. Impeccable execution and classy style!
Dr. Janice Presser CEO, The Gabriel Institute -
I have worked with Todd and SalesLeader in connection with helping me to expand my client base. Todd readily wraps his mind around concepts and then uses that understanding to help you achieve your goals in an ethical manner.
Todd Ewan, Esq. Partner, Fisher and Phillips -
In a relatively short time, Todd has provided substantial value as both a sales leader and a personal coach. As a sales leader, he has proven abilities to bring a sales orientation to a technology startup business. As a personal coach, Todd constantly pushes to ensure that this entrepreneur stays focused on the things that will bring the company growth and results.
Chuck Sacco CEO, PhindMe -
I have known Todd for a long time and witnessed the results of his hard work, knowledge, and enthusiasm as a sales person, sales manager, and entrepreneur. Todd is results driven and is able to leverage his experience, knowledge, and professionalism to create, mentor, and manage winning sales teams. What is impressive about Todd is his ability to communicate to individuals and groups. I highly recommend Todd to anyone interested in improving their sales organization.
Reynold Guida Director of Product Development, Thomson Scientific -
Your seminar was quite an eye opener for me...Speaking for the Finance folk majority, your tips are invaluable.
George Daulerio Senior Finance Professional -
Todd is a sales visionary, a champion with a drive to connect with his customer and drive the performance of his sales team.
Oliver Picher Executive Marketing Consultant -
Just read your paper, it was great! Keep the wonderful info coming....Your work has helped me tremendously already! .... I have you to thank for that...
Chad Holland Independent Insurance Agent, AFLAC -
... your enthusiasm and passion for sales, marketing and networking is contagious!.....
Michael Hughes Executive Level Banking Executive and Adjunct Professor -
Todd, thank you for creating a wonderful resource for information to support professional services sales.
Mary Newman Search Consultant -
Todd succeeded in bridging the gap between a Silicon Valley start-up and an old-line 'white-shoe' firm, having the patience to lead us through a long sales cycle, building first a foundation of trust, before diving into features. He was always a welcome sight in the office. We found him to be consistently creative, personable and with the highest integrity.
Marco Parillo Senior Manager, IBM -
Todd Cohen is an extremely focused, hard working and intelligent sales manager.... He is a tireless sales asset and takes great pride in building successful, revenue producing sales organizations.
Jim Riely Owner, Brownstone Group -
Todd this is a very helpful site that really illustrates your strengths in Solution Sales.... I hope the industry will take advantage of your insight.
Jonathan Grant LexisNexis