How can you find the best tech sales people or IT telemarketing? This was a question that I was ask by a computer business that I was conducting IT sales training with a few weeks ago. During our discussion on marketing, two basic concepts surfaced. The first idea we talked about was that a technology company can search and find sales people that already have the experience your looking for, with very little sales training. The other concept we discussed was that the best recruiting model was to have a very sophisticated training model that can take a raw recruit and train them to get sales leads from the ground up. We can call this the “My Fair Lady” concept of recruiting. Towards the end of our conversation, I began to ramble on about my experience with recruiting and trying desperately to put my finger on the one talent that I had not been able to teach and needed to be found. Suddenly, as I was stumbling to describe this my Host suddenly rescued me with a profound observation, “You mean they should be able to Testify?”
What I had been trying to extrapolate was that I could teach raw recruits to learn the basic sales pitch, rebuttals and closing technique for IT sales leads. However, I have found that at the end of the closing technique there was a point were most average people, who claim to be sales people, stop and just give up and allow the prospect sale them why they don’t need your IT services. Where as other rare individuals who come to that same point in a marketing pitch don’t just give up but put themselves out on the line with passion to persuade their prospect to agree with them. This was the quality that the computer consultants operation manager called, ‘testifying’!
In a religious setting, testifying means that when a believer is trying to persuade someone to accept their beliefs, they don’t just tell their story in a calm boring manner; but rather they put all their emotions, facial expressions and body language into their testimony on how they came to believe in this religion or that church etc… This quality is exactly what I was trying to describe and it is a perfect analogy. Most sales people are there for a paycheck and there is a point were that won’t put themselves on the line or put their all emotions into their job, no matter how much you pay them.
Here is the good news, there are some individuals out there provided they are handled correctly, who will put all their emotions and passion into selling managed services for your business. There is proof that this concept is correct, because there is one company that used this marketing strategy successfully, Apple. In fact one of Apple’s marketing people wrote a book all about this rare quality that we are looking for in our sales and marketing people. Guy Kawasaki wrote the book, “Selling The Dream” where he describes this same quality as evangelism marketing.
So the basic answer to the original question posed to me is that hiring managers need to have a very sophisticated training model to train raw recruits but also need to be looking for this Testifying ability. Therefore, as always the truth usually lies in the middle between two extremes.
The spark for this Blog came for the Benita Munoz the Operations Director for ESEI in El Paso! This is a company that we provide IT lead generation services for along with limited sales training.
About The Author:
John Black is the Marketing Director at MSP Telemarketing and has over 10 years’ experience in IT marketing on behalf of computer support providers and VARs to help them get more IT leads that turn into IT sales!