The previous few articles have focused on introducing the concept of selling in Asia. We wanted to fine tune the sales process towards the Asian market and profiles. It was also mentioned whether automation should be included to assist a salesperson especially in the Asian context.
In order for us to understand this concept better, we will be introducing Amos, the Asian salesman. Amos just finished his tertiary education. He has already embarked on his sales career in the Retail Banking industry, for a few months. Being a rookie salesman, he is ambitious and aspires to pursue his dream. He wanted to make as much money as possible and believes in the need to be professional. He understands that this industry has certain standards that is required of him.
Despite Amos’s drive and motivation, he is still not able to meet his quota on certain months. This has frustrated him a lot. In addition to that, his boss demands quick results which puts even more pressure on him. He has been selling products which includes financial services like credit cards. In this fast moving market, he is required to work within high traffic areas to generate leads. Amos has always felt uncomfortable talking to strangers, while doing canvassing on the ground. He has been shy since young. Asians are naturally shy in nature and will try to avoid speaking to strangers. Working in this industry is not a norm, especially in the Asian counterparts . However, Amos still decided to go ahead with it because of his dreams of becoming a successful salesman.
Amos also had another issue. He has a fear of being rejected. This was the reason why he has always depended greatly on others to bring prospects to him. Like any other Asians, we tend to have a strong sense of community. Hence, we are too concerned on what others think of us. As a result, we tend to take rejection personally. This has prevented many Asian salespersons from being successful.
Since he relied mostly on others to send him the prospects, he doesn’t really have any criteria in qualifying them. He actually spends more time to ensure that he has a clear profile and information on his prospects so that he can develop plans to fit them. Then, he directly approaches them by using the existing relationships for personal engagement, to secure the sales appointment. Since he did a lot of preparation, he is able to use his knowledge on the products to impress his prospects. The best thing about knowing his prospects well is that he does not need to arouse interest anymore.
He always prepared his presentations to centre around carefully structured needs’ analysis, product’s features and benefits to address his prospects’ issues. Throughout the presentation, he will usually look out for buying signs. Once he sees it, he will find all ways to close the sales. Most of the time, he would not have a problem with it as it takes a little persuasion from him. As the sales is closed and his prospects turned into customers, he will then assure them that all services will be fulfilled. Usually, limited action is required on his part. He will ask for referrals only while the customers are happy and will provide strong reasons for them to give those referrals. He also believes that there is no need to service his customers as the customer service department would help him in that aspect. Amos puts least focus on building upon any customers who has already bought from him and believes that building long term relations are not his responsibility.
After mentioning the things he did throughout the whole sales process, have you all wondered what he did wrong or right? What would be the possible reasons for him not being able to hit his quota? We will be looking at each sales process in the coming weeks. Then, we can see how we are able to help him change towards achieving his dreams of becoming the better salesman in the Asian context.