BtoB: Unmasking the Unsung Hero
The Crucial Role of Internal Sales in Elevating B2B Sales Professionals
Greetings, fellow sales warriors! Are you navigating the known knowns as a seasoned sales pro or delving into the uncharted waters of unknown unknowns as a newcomer to the exhilarating world of B2B sales? The distinction between the two might not be apparent at first, but it's a distinction worth exploring.
As former U.S. Secretary of Defense Donald Rumsfeld once famously said:
"…there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns — the ones we don’t know we don’t know."
Depending on your experience and the number of companies you've represented, you might notice a common missing element in most BtoB sales job descriptions. It's a shared trait that most of these descriptions have—a conspicuous absence. While these descriptions eloquently outline the skills required for engaging external clients, they often sidestep, whether by design or omission, the critical realm of internal sales. But why is this omission so prevalent? Let's delve into the mysteries behind it.
The Mysterious Absence of "Internal Sales"
Take a moment to verify for yourself. Examine two or three job postings for B2B sales roles, and you're likely to discover that what we're telling you holds true. Now, the question arises: is this omission intentional, a crafty scheme to lure unsuspecting candidates into a web of internal politics, a minor oversight, or simply an "unknown unknown" from the HR perspective? The answer, like many things in the world of sales, isn't as clear-cut as your sales targets.
The Fear Factor
One reason behind this omission is the fear of deterring potential candidates. The phrase "internal sales" can be intimidating, conjuring images of grappling with corporate bureaucracy and engaging in office politics rather than sealing lucrative deals. Employers might fear that potential hires would flee if they were presented with the full extent of the internal challenges they'd face.
The Knowledge Gap
Sometimes, it's a matter of ignorance or a failure to appreciate the significance of internal sales. Not all hiring managers or HR departments are well-versed in the intricacies of the sales process. They may genuinely believe that selling to your own team is a breeze compared to wooing external clients. However, as the salesperson tasked with making it happen, you're likely the one with the most comprehensive understanding of the internal end-to-end process. Unlike those who merely talk the talk, you walk the walk. Moreover, the more complex the deal, the higher the likelihood that it won't neatly fit within the standard process. In essence, you're a salesperson, but you also play a cross-functional role, engaging in negotiations and collaborations with various departments. While people and departments design processes and workflows to organize the company, you're the one living, implementing, and experiencing them. When gaps inevitably arise, as they often do, you're among the first to identify them. Interestingly, when there's a rift in the official process, it's sometimes quicker, easier, and more cost-effective for the company to ask the sales team to fill the gap rather than altering the entire process. It's in these moments, outside the predefined guidelines, that internal sales truly comes into play.
The Iceberg Effect
Consider this: have you ever watched the movie "Air," depicting how Nike signed Michael Jordan? At the film's conclusion, the entire company celebrates the deal's signing in a grand display of joy and camaraderie. However, none of them have any inkling of the internal trials, resistance, and obstacles faced by Sonny Vaccaro in securing internal approval for the deal. This illustrates the iceberg principle of sales—only a fraction of the challenge is visible on the surface. While closing a deal with a client is akin to scaling Everest, persuading your team and superiors that your approach is the right one often feels like navigating treacherous waters beneath the surface.
Why Internal Sales Matters
So, why should this struggle for internal sales take center stage? Because, my fellow salespeople, it's a deal-breaker. Your ability to rally support, align departments, and secure internal resources can be the decisive factor in meeting or missing your targets by a mile. Essentially, you become a matchmaker, and if one party (your organization) isn't convinced, your customer is left high and dry. Furthermore, depending on your circumstances, being the captain of your own ship, this could significantly impact your future professional trajectory.
Embrace the Challenge
In the end, whether job descriptions explicitly mention it or not, one thing remains constant—internal sales is a critical facet of your role as a B2B sales professional. Embrace it. Hone your persuasion skills, forge alliances, and master the art of influence. It may not be spelled out in the job description, but it's an integral part of what you do.
In conclusion, let's unveil the unsung hero: the role of internal sales in elevating B2B sales professionals to new heights. It's time for this silent hero to take its rightful place in the spotlight.