Over the last few years there have been numerous articles and commentaries suggesting that the sales population will dramatically dwindle over the next few years. I don’t think there will be less real sellers than now, but the roles will be more clearly and accurately defined.
The reality is that many of those calling themselves sales people, or were hired to fill a role with a job description of sales person are not sales people at all. Many who pretended to be hunters to get the job were not; and many who were hired to manage and grow accounts, were in fact willing or capable of doing either. So if you redefined those to what they really were, rather than what you were hoping or pretending they were, you’d have a thinning of the ranks. In reality there are not as many sales people now as many would pretend.
Further to this point, last week I participated in an event hosted by SMB Acuity, a premier supplier of actionable business insights, where they presented the results of a survey of Small and Medium business in the USA and Canada specifically companies with 100 or less employees, those driving the economy. One interesting result they shared was that a large majority of upsells and cross sells were in fact initiated by the businesses themselves, not the sellers (by title anyway). The numbers were 57.8% of respondents in Canada, and 68.3 in the States. Confirming that many who say they are in sales, are in fact order takers.
What’s worse, is that these numbers clearly indicate that both types of sales people dropped the ball. Account managers should have been involved enough with the accounts to be in tune with potential demand, completely missed the opportunity. Leading to the question of how involved were they really, were they managing them in the real world, in their CRM, on a list, or as I suspect not at all. The other question is where was management? Why did they not have a process and the metrics in place to ensure coverage and get ahead of the opportunity?
One thing is sure, when the buyer initiated the conversation that lead to the upsell with you, they likely did so with your competitors as well. Given the scenario, I bet you don’t even know if and when they decided to buy more or another product, you don’t even know if they bought it from you or your competitor.
And where were the hunters, how did they miss this waiting opportunities?
It is almost an insult to real sellers to call these transactions “upsells” or “cross sells”, when it was buyer initiated. This is why they call people in department stores clerks, not sales people.
So yes, over the years as we fine tune the role, you will find less people classified as sellers, not because there will be less sellers than now, but because there will be a separation of sellers and clerks.