April 2014 Tip: What's In a Name?

April 2014 Tip: What's In a Name?

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Mark Shonka

Mark Shonka Mark Shonka

Sales Rep, Account Executive,  Key Account Manager, Marketing Representative, Client Manager, Sales Support Rep, Inside Sales Rep, Territory Representative... There are many different titles for professionals who play a business development role. Much more important than the title is the job description.

What is your job description? When you try to explain what you do, what do you say? Here's an example sales rep job description taken from an internet search:

General Description: Achieves maximum sales profitability, growth and account penetration within an assigned territory and/or market segment by effectively selling the company's products and/or related services.

Skills/Qualifications: Meeting Sales Goals, Customer Service, Closing Skills, Territory Management, Prospecting Skills, Negotiation, Self-Confidence, Product Knowledge, Presentation Skills, Client Relationships.

There's a lot to this role, but what's missing? Among other things, the customer is missing! As a result, this sounds a lot like a "Vendor", someone selling commodity products. The value that this person brings to a customer seems to be minimized. Based on this description, it's no wonder that Procurement and others are commoditizing salespeople.

We need a more enlightened and accurate job description. How about this one?

"My job is to understand my customers' business, including their current situation and their future direction, and to leverage a series of solutions and capabilities that exceed their needs and enhance their ability to drive improved business results."

There is a big difference between these two job descriptions. The second one describes a person who sounds much more like a "Business Resource" and someone who adds significant value to the relationship. A person who believes that they play this role is much less likely to get commoditized and blocked by a gatekeeper, and they are likely to bring much greater value to their customer's business.

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