Page 76 - Lighting Magazine May 2018

on the mArK
“Check egos at the door; keep the team a itude positive.”
Mark Okun is Business Contributor to enLIGHTenment Magazine and President of Mark Okun Consulting & Performance Group. He has more than 30 years of hands- on retail experience training and coaching sales associates in the lighting and furniture industries. Mark@bravo businessmedia.com
say no, agree with their choice and move to a pure close on the product in question.
This sales process does not explicitly de ne when or who to bring into the sale. The concept is to select the partner who will deliver a corre- sponding sales message in a way that supports what has been already presented and adds infor- mation to the presentation.
Team seLLInG aPPLIcaTIon
Team selling can extend to every department, but it must begin with the sales team before expand- ing to other areas. As lighting showrooms increase their product o erings and other retail channels add lighting to their mix, team selling becomes a natural process that bene ts all involved.
The rst challenge is creating a team selling pro- cess, the basics of which are knowledge, respect, and communication. Being an overall expert in a lighting showroom is no small task. Have team members begin by mastering one or two speci c product categories. This does not mean learn “only” one or two product categories; this means “master” them. Many times a salesperson will only o er clients the products or services that they are comfortable with, which can leave the customer blind to the complete product and service o er- ings available. It also limits the maximum revenue potential.
Here’s a true example of a team selling e ort: The salesperson with the client was a skilled presenter and closer. She knew about color coordination, style, and design, but her sales per- formance history indicated less than a complete sale (a complete sale is when the client purchased the desired item plus the ancillary items). Through coaching conversations, it was uncovered that
the lack of side sell items was directly related to her timing and self-con dence when presenting those products. The team selling approach helped her sell more add-ons and gave her rst-hand, real-time exposure to techniques that helped her present more options and increased her skills.
The process that bolstered both revenue and the client experience was based on team selling commitments. This team was commi ed to the success of the other associate and the growth of the showroom. While salesperson “A” was a great presenter and closer, salesperson “B” was not, but “B” was a lamp and control system savant. They worked together supporting each other, and the results were measurably be er. Both “A” and “B” knew each other’s strengths and weaknesses. When “A” was with a client, “B” kept an eye out for the signal that indicated it was time to swing by. “B” would approach and say in an excited way, “Mary, those great new LED lamps we have been waiting for are here...oh, I’m sorry I didn’t realize you were with a client.” Looking at the client, “B” says, “You’re lucky to be able to have these avail- able now.” “B” then walks away. This was all that “A” needed to remind her to present the “new” LED lamps.
The need to practice the cra of sales is not optional. The sales team that is properly educated and well-rehearsed will provide a harmony in their presentation that will give clients a sense that they are in the right place to get their lighting. On the other hand, when team selling e orts look like an exit from a clown car, the image is not a ering. It makes clients uncomfortable and they will ques- tion every detail of the interaction.
Team seLLInG success
Every successful team will encounter obstacles and struggles in their e orts to implement team selling. With all the speed bumps the digital revo- lution has given to maneuver around, they need to reduce or, be er yet, eliminate any internal competition between team members.
Each person on the team must be willing and able to play both lead and support positions, re- gardless of their hierarchical status. I recommend that all showrooms explore team selling. While every sales scenario will not require the team ap- proach, the more you can apply this principle, the be er experience your client will have and more revenue will be generated. Happy Selling! 
72 enLIGHTenment Magazine | May 2018
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