Why You're Failing at Sales
A career in sales is not for the faint of heart. It is a difficult profession, but the payoff can be substantial. A job in sales is 24/7, and you have to juggle several balls at once to stay ahead. You are faced with challenges on a daily basis. If you're failing to meet your quota or simply too stressed to think straight, It’s normal: breathe.
Don’t get caught in the “Do you even know what we do?” scenario:
When prospecting it’s important to do your research before you call a company. This can be rather time consuming, but it’s in your best interest to learn about a company to avoid the embarrassment of not having an answer to that question. There is no quicker way to lose a potential sale then to completely avoid researching before you call likely offending your potential client. It is your job to understand what they do, how they do it, and how you can help them do it more effectively or efficiently. If you are working against a time crunch, at the very least have the company website open when you call. If you don't do your research you will likely continue having proverbial doors slammed in your face.
You have a verbal agreement, and then the company goes silent:
You’ve been there. You get excited about a verbal agreement, brag to your coworkers, the boss gives you the thumbs up of approval, you update your sales spreadsheet, crack a bottle bubbly and then the company goes silent. The verbal agreement you “had” disappears. You feel humiliated and frustrated. From this day forward: ignore verbal agreements. Verbal agreements are not signed contracts. You have to work harder to close the deal. Make sure you have a clear understanding of the role of the person who gave you the verbal. Sometimes you are not dealing with a decision maker. If they are not dealing with the decision maker do everything you can to get in front of the one. Next time, don’t put the cart before the horse, the chicken before the egg…etc.
Quit taking yourself so seriously:
Seriously, stop it. Being in sales is tough; it’s not always kittens and rainbows. Some days will make you long for happy hour, and others will inject you with positivity and strength. Sometimes you have to walk away from the stress and stop taking yourself so seriously. It’s important to remember that your job is simply talking to other professionals, like yourself, to partner with them and make their job easier. Why wouldn’t they want to talk to you? Have confidence in your product/service and in yourself. Your personality and the way you present yourself are extremely important aspects to your success in sales.
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Marketing matters: from IBM to Kyndryl
Prior to joining Kyndryl as Chief Marketing Officer, Maria had a 25-year career at IBM, most recently as the tech giant’s CMO where she oversaw all marketing professionals and activities across North America, Canada and Latin America. She has held senior global marketing positions in a variety of disciplines and business units across IBM, most notably strategic initiatives in Smarter Cities and Watson Customer Engagement, as well as leading teams in services, business analytics, and mobile and industry solutions. She is known for her work with teams to leverage data, analytics and cloud technologies to build deeper engagements with customers and partners.
With a passion for marketing, business and people, and a recognized expert in data-driven marketing and brand engagement, Maria talks to Business Chief about her new role, her leadership style and what success means to her.
You've recently moved from IBM to Kyndryl, joining as CMO. Tell us about this exciting new role?
I’m Chief Marketing Officer for Kyndryl, the independent company that will be created following the separation from IBM of its Managed Infrastructure Services business, expected to occur by the end of 2021. My role is to plan, develop, and execute Kyndryl's marketing and advertising initiatives. This includes building a company culture and brand identity on which we base our marketing and advertising strategy.
We have an amazing opportunity ahead at Kyndryl to create a company brand that will stand apart in the market by leading with our people first. Once we are an independent company, each Kyndryl employee will advance the vital systems that power human progress. Our people are devoted, restless, empathetic, and anticipatory – key qualities needed as we build on existing customer relationships and cultivate new ones. Our people are at the heart of this business and I am deeply hopeful and excited for our future.
What experiences have helped prepare you for this new opportunity?
I’ve had a very rich and diverse career history at IBM that has lasted 25+ years. I started out in sales but landed explored opportunities at IBM in different roles, business units, geographies, and functions. Marketing and business are my passions and I landed on Marketing because it allowed me to utilize both my left and right brain, bringing together art and science. In college, I was no tonly a business major, but an art major. I love marketing because I can leverage my extensive knowledge of business, while also being able to think openly and creatively.
The opportunities I was given during my time at IBM and my natural curiosity have led me to the path I’m on now and there’s no better next career step than a once-in-a-lifetime-opportunity to help launch a company. The core of my role at Kyndryl is to create a culture centered on our people and growing up in my career at IBM has allowed me to see first-hand how to prioritize people and ensure they are at the heart of progress in everything Kyndryl will do.
How would you describe your leadership style?
I believe that people aren't your greatest assets, they are your only assets. My platform and background for leadership has always been grounded in authenticity to who I am and centered on diversity and inclusion. I immigrated to the US from Chile when I was 10 years old and so I know the power and beauty that comes from leaning into what makes you different from other people, and that's what I want every person in my marketing organization to feel – the value in bringing their most authentic self to work every day. The way our employees feel when they show up for themselves authentically is how they will also show up for our customers, and strong relationships drive growth.
I think this is especially true in light of a world forever changed by the pandemic. Living through such an unprecedented time has reinforced that we are all humans. We can't lead or care for one another without empathy and I think leaders everywhere have been reminded of this.
What’s the best leadership advice you’ve received?
When I was growing up as an immigrant in North Carolina, I often wanted to be just like everyone else. But my mother always told me: Be unique, be memorable – you have an authentic view and experience of the world that no one else will ever have, so don't try to be anyone else but you.
What does success look like to you?
I think the concept of success is multi-faceted. From a career perspective, being in a job where you're respected and appreciated, and where you can see how your contributions are providing value by motivating your teams to be better – that's success! From a personal perspective, there is no greater accomplishment than investing in the next generation. I love mentoring younger professionals – they are the future. I want my legacy as a leader to include providing value in work culture, but also in leaving a personal impact on the lives of professionals who will carry the workforce forward. Finding a position in life with a job and company that offers me a chance at all of that is what success looks like to me.
What advice would you give to your younger self just starting out in the industry?
I've always been a naturally curious person and it's easy for me to over-commit to projects that pique my interest. I've learned over years of practice how to manage that, so to my younger self I’d say… prioritize the things that are most important, and then become amazing at those things.