WE ARE ALL SALESPEOPLE: THREE TIPS FOR MAKING A POSITIVE IMPACT ON YOUR COMPANY’S SALES
You have probably heard someone in your company make the statement “we’re all salesmen.” This usually happens in the third or fourth quarter of the fiscal year when executives are making a companywide push to make their year-end sales numbers. The approach is meant to get everyone — accountants, admins, sales assistants … everyone — fired up and eager to get as many new sales in the door before year’s end. But for many of these groups, and often for maintenance professionals, being a “salesman” isn’t what they signed up for. In fact, many of these individuals aren’t even comfortable talking with customers, let alone “selling” to them.
Like it or not, the statement is true — we are all salespeople. We may not have the title, pay or the responsibility of meeting certain sales targets like a salesperson, but we can all have an impact on sales. Regardless of your position, it is every employee’s responsibility to earn your company a profit and do whatever you can to help them meet their sales numbers. “That’s not in my job description,” you say? Maybe not, but it is in your best interest to put “salesman” towards the top of your mental job responsibilities list, and here’s why: the company hired you and countless other people with a budget in mind. The expenses of that budget are offset by the amount of business the company plans to bring in that year. So, if actual income falls short of the budgeted income, the company can’t cover its expenses and, in time, people will lose their jobs. It’s simple math. This is why we should all be concerned with the financial health of our company and how we are performing in sales.
“So what can I do to help meet our sales numbers, even though I’m not really a salesperson,” you ask? A lot! There are several things you can do that will have a positive impact on sales. Follow these three simple tips to start making a difference in your company.
1. Talk about your company in a positive manner at all times:
You probably have a lot of friends in aviation. Believe it or not, how you represent your company while around your friends can have a big impact on your company, regardless of whether or not you’re on the clock. Try to resist the urge to tell your friends and industry peers about your job frustrations during happy hour down at the local airport pub. It may make you feel better, but if your conversations about work are all negative and never positive, your friends are not likely to give you a call when they need something. Worse yet, they won’t bother recommending you or your company when they talk to their aviation friends. It is a small, small industry, and word of mouth is truly the best form of advertising. Don’t think for a second that airing your frustrations to a friend in the industry will not have an effect on your company. It will. Instead of unloading on your friends about how you had a hellish day trying to get a C-check done for an overly rude customer, talk about how you and your team worked your butts off to get that C-check done on time for a really demanding customer. It can be the same story, but how you present it can make all the difference in the world. Show yourself and your company in the best light possible whenever you have the opportunity to do so. It does make a difference.
2. Listen for opportunities:
Similar to the aforementioned situation, it is likely you will be around other industry professionals in a social environment at some point or another. In addition to speaking positively about your company, it is equally important to keep your ears tuned to possible opportunities when your friends share similar stories. Don’t think of it as, “How can I bring dollars into my company?” Rather, think of it as, “How could my company help this person?” For example, let’s say you’re attending your local aviation association’s holiday party and find yourself at a table with some guy you’ve never met before and who is telling a story about his Falcon 7X. For most of us, we could sit there looking opportunity right in the eye and never say a word about how your company is factory-approved on the 7X. Remember, all you have to do is think, “How could my company help this person?” If it were me, I would casually ask where he gets his maintenance done. If he answers by giving you a competitor’s name, I would follow up and ask how he likes their service. Regardless of his answer, I don’t recommend bad-mouthing your competition in any situation. It is always better to take the high road and talk about something positive. The goal here is to network, make new friends and take the opportunity to talk positively about your company. In this situation (and countless others), I would suggest letting your new acquaintance know where you work, give him a card and ask him to give you a call if your company could ever be of assistance to him. It’s as simple as that.
3. Share information with your sales team:
For many of you, this is foreign territory. Some of you are probably thinking that your salesman is going to call the guy with that 7X and give him the “full-court press” if you pass along his information to your sales team. In this case, you also imagine the same guy calling you up and chewing you out, saying you “betrayed” him and gave his info to “some slimy salesman.”
I won’t lie — this can happen, but if you have a good sales team, they are going to listen to your recommendations. Think about it … if you start giving them leads, the last thing they want is for you to stop giving them leads because of how they’ve handled them. The trick is good communication. Give the salesman all the pertinent details of your conversation and give them recommendations on how you think they could win their trust and business. Sometimes, all you might need (or want) is to put the person’s name and contact information into your marketing database so he gets your company’s news and other announcements. The key is to keep your company’s name in front of them so they think of you when they start thinking about scheduling a shop visit. Remember that in our industry, leads are not typically converted into business overnight. It takes time. Don’t expect to see the fruits of your labor right away. Your persistence will pay off over time.
As we head towards the end of another challenging year in the aviation industry, you are likely hearing, “we are all salesmen” from your company’s leaders right now. While this is true, they really shouldn’t be waiting until November to tell you this. In order to have a positive impact on your company, you must take these tips and apply them throughout the year. Not only will it make a difference in your company’s bottom line, it will impact relationships with friends, colleagues and industry peers. In some cases, it might even help you further your career or land you a promotion. To quote another popular cliché, “we all eat because of sales.” Make sales a part of your job description because it is everyone’s responsibility to help their company make their numbers. Let’s eat!
Kandi M. Spangler had worked in the aviation industry for nearly 20 years. She began flying in 1993 and earned a bachelor’s degree from Embry-Riddle Aeronautical University. She has worked for Netjets Inc. and The Air Group, a Part 135 charter and management company. Prior to starting her own marketing firm in 2011, Spangler served as the vice president of marketing for Jet Support Services Inc. (JSSI).
She has served as president of the Midwest Schedulers & Dispatchers Group, held board positions with the Chicago Area Business Aviation Association (CABAA) and is a longtime member of the Aircraft Owners and Pilots Association (AOPA), the Experimental Aircraft Association (EAA) and the International Aerobatic Club (IAC). She currently sits on the board for Eagle and Associates Financial Services Corporation and serves on the Access Committee for the National Business Aviation Association (NBAA).