What we need is sales promoters, but what we’ve got is cashiers – The ‘slow sell nation’ part III
I’ve got some support from the field – that is Kiwi businesses – for my theory that as a nation we were at the back of the queue when it came to an ability to sell.
This has left us with a “cultural legacy” that’s out of place in modern international markets that reward commercial nous, skill in spotting business opportunities, professional marketing and salesmanship.
We have a variable record when it comes to these qualities, says one businessperson BigCake contacted.
Why?
The businessperson, who works for an international retail services company, says we’re generally resistive to sales pitches – on both sides of the counter.
“Look at the selling pressure on customers in markets, shops etc in most Asian countries. My market is retail – contrast the Asian approach where stores have generally young, female enthusiastic ‘promoters’ (this is their job title) as opposed to the cashiers who take the money.
“These promoters will do their very best to sell to you – the Kiwi psyche finds this annoying, intrusive and an invasion of personal space, especially in comparison with the disinterested ‘can I help you’ from behind the average Kiwi retail counter.”
And perhaps because of this ‘slow sell’ grounding, many Kiwis who go into business are like fish out of water when they pitch into international market places.
A second businessperson, observing Kiwi exporters in Southeast Asia, commented to BigCake “we’re quite good storekeepers of our own produce. We’ll happily sell when someone wanders past our farm gate. We just can’t be arsed properly going to market and seriously selling our wares.
“…its highly reactive and the exporters have no real control on the price they take, the brand, the sales channels etc”
Back to business person number 1: “As a nation we don’t embrace the showmanship in selling that is expected in markets like the US. This is not necessarily a bad thing, but it means we often under-sell ourselves,” says the businessperson.
Do the Flight of the Conchords’ tourism posters in Murray Hewitt’s office – “New Zealand – Why not?” and “Don’t expect too much – You’ll love it” – set the standard here?
Businessperson #1 asks whether this is a self-confidence issue. “Many Kiwis are very poor public speakers and this is probably worse in the technology sector, where a ‘brilliant geek’ ends up having to front a sale for a technical product.
“Also Kiwi sales people are often very poor at meeting commitments and following up. Maybe it’s the ‘she’ll be right’ attitude ? I’d hate to think it was laziness.
“When establishing our business I was very clear that although we were tiny and competing against major international brands, we could behave like a big brand. This meant clear branding, professional documentation, well-crafted letters and sales collateral that made us look professional and credible in the eyes of our potential clients.”
Plan to squeeze at least one more post out of this thread.
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