(By Loyd Ford) Language is constantly evolving, and words change their meanings over time. We don’t often notice it if we are used to using the same words, but the perception can be completely different for candidates you hope to attract to your sales team for recruitment
Some words become outdated, while others acquire new meanings that may not align with their original definitions. As you get older, you should be more aware of this possibility and be aware that the time may have arrived to retire the words ‘sales,’ ‘salesperson’ and ‘seller.’
The term ‘salesperson’ originated in the early 1900s and referred to someone who sells goods or services for a living. At the time, salespeople were highly respected, and their profession was viewed as essential to the economy. However, over time, the word has taken on negative connotations. ‘Salesperson’ is associated with pushy, aggressive, and untrustworthy individuals who only care about making a sale. No wonder customers distrust sellers before an individual seller on your team invests time to get to know them and becomes consistent about showing up often.
A lot of the negative attitudes and reputations of sellers have organically developed around pushy organizations that valued closing more than solving problems and training salespeople to be focused primarily on bringing consistent value to clients. This kind of bad behavior has soiled the images of sellers for forward-leaning available generations and you should be aware of this when you are recruiting.
In the 21st Century, high-performing sales professionals are also highly skilled individuals who use a variety of techniques and strategies to build relationships, understand customer needs, and close deals. The real winners in sales are no longer pushy or aggressive but rather collaborative and consultative.
The best salespeople work with clients to understand their pain points and offer solutions that meet their needs.
Generational Changeout
To excite new generations of employees you want to attract and change the perception of sales as a profession, it may be time to rename the salesperson to something new and fresh. A name that reflects the current realities of the profession and aligns with the values of younger generations.
Here are a few suggestions:
Influencer. How many younger people want to become a seller? How many want to become an influencer? A salesperson? Which job title sounds cooler to a younger employee? Ultimately, an influencer is someone who can solve problems and move a tribe of people to engage in buying or using a product or service. Is this a more appealing way to engage newer generations than using an outdated word like sales or salesperson?
Relationship Manager. Sales professionals today focus on building long-term relationships with their clients. The title ‘relationship manager’ reflects this reality and positions sales as a profession that prioritizes trust, collaboration, and mutual success. These are qualities that newer generations enjoy more than the associations past generations used to label sellers, like ‘coffee is for closers.’
Solutions Consultant. If today it is about solutions, this makes a lot of sense. Sales professionals today are not just selling products or services, but they are also offering solutions to complex problems. The term “solutions consultant” reflects this reality and positions sales as a profession that offers value to clients beyond just a transaction.
Customer Success Manager. The best sales professionals and sales organizations today focus on ensuring that their clients are successful with the products or services they offer. The term “customer success manager” reflects this reality and positions sales as a profession that prioritizes the success of the client.
Business Development Executive. Today sales professionals are not just closing deals but also creating new opportunities for their organizations. Calling someone a ‘business development executive’ reflects this reality and positions sales as a profession that is strategic and focused on growth.
Language is constantly evolving and consistently overlooked in a desperate rush to ‘hire new sellers.’ Things have changed; ‘salesperson has acquired negative connotations that no longer reflect the current realities of the profession. The term can also cause potential candidates who could turn out to be excellent sellers to avoid your opening.
The suggestions above are just a few examples of how we might rename the salesperson and position sales as a profession that prioritizes trust, collaboration, and mutual success. That’s not just important to your sales organization; it is more attractive to younger generations. It also may attract more quality candidates and energize your sales team for the growth you need next.
If you can imagine a new kind of consultant, you may already be thinking about Loyd Ford, who is a Multiplier who works with local radio to expose them to more revenue and higher ratings with his company RPC. Reach him anytime. 864.448.4169 or [email protected]. Read Loyd’s Radio Ink archives here.
