How Pro-Active Salespeople Can Increase Their Yearly Income Through DiversificationThere are a variety of salesmen and saleswomen in the business world, and each possesses a different approach to their work. Salespeople, depending on their fields of work, can be divided into two categories: proactive or reactive. It is important for any salesperson to understand what type of sale he or she is making, and to tailor their technique according to the client at hand.
The Reactive Salesperson
The local home improvement store's appliance expert does not have to go out and attract potential customers. The customer knows of the store by various marketing and media, and enters with the intent of either purchasing or preparing to purchase merchandise. Now it is the appliance salesman's job to accommodate that customer and fit him or her with what they are looking for.
The Proactive Salesperson
An example of a proactive salesperson is a real estate agent. This person has a product that consumers may be interested in purchasing, but since customers may choose which real estate agent they elect to use, the agent must create a name for him or herself in order to attract business. Another example of a proactive salesperson is an insurance agent. It is not uncommon for there to be multiple agents selling policies for the same company; therefore, the individual agent must utilize a unique selling point in order to encourage customers to do business through him.
Let's imagine, for example, what might happen if the insurance company that an agent works for is the target of some negative publicity. That negative publicity could cost the insurance agent the majority of his business and income; if this is the only service that he sells, he will face a dangerous disadvantage.
If the same insurance agent has multiple products and services to sell, then negative publicity may hurt his earnings, but it will not put him out of business. If the publicity was aimed at the company's auto insurance policies, but he offers life and homeowner's insurance as well, customers may still be interested in coverage through another branch of the company. Certainly then, it is a smart (and safe!) move for proactive salespeople to offer multiple products or services and to diversify their offerings.
Diversification will also help the proactive salesperson deal with seasonal demands. Some products or services experience a lull in demand throughout the year; diversification can help the proactive salesperson survive these slower periods. The proactive salesperson that offers a product that is in demand when his other products are in low demand will be a successful salesperson.
If you work as a proactive salesperson, then you may want to look into methods of diversifying yourself so that you can survive market lulls or any other problems that may arise in your primary line of business. By allowing yourself this safety net, you may even find that you are more in demand as the purveyor of desirable goods or services in the marketplace.