“Do what others won’t!”

Two of the greatest quotes from one of the greatest leaders

Last time, we went over one of the great quotes that stuck with me and can help you as you develop your selling career.  If you missed it, here’s the link “When in doubt, prospect”  also as a Podcast.

The second key learning that I received from this leader was based on a discussion about success.  He had successfully managed and lead several big turn arounds in the company as well as several very difficult projects.  We discussed why he took on such challenges where so many had failed.  He gave us this career advice.  “Do what others are not willing to do”.  It was almost a throw away type comment.  He didn’t focus on it in our discussion, but it stuck with me.  Later on, I had more discussions with him on this concept.

He started his career by taking on one of the largest mergers and acquisitions the company had made in decades.  The success would reflect greatly upon the president of the company.  Obviously, so would the failure.  And for this manager, failure would be career ending.  “So, why do it?”, I asked.  He said, “First of all, I wasn’t really asked.  But secondly, there were some more senior managers who didn’t want the job.  The risk to their career could be devastating.  I had confidence in my abilities to manage and lead it.  I looked upon it as an opportunity versus a curse.” 

Later on, he would end up taking the lead of one of the poorest performing business units in the company.  Not only poor performing, but it had a history of grinding up managers and spitting them out so they could “seek other opportunities outside the company”.  Within a few years, he had this business unit on stage at the annual meeting winning business unit of the year.  Again, the conversation that day went back to the question, “Why would you take that job?” And again, he mentioned it really wasn’t optional, but it also afforded the opportunity to be part of a successful team.  The people in that business unit were good people.

The message for you is to look at your market, your customers, your industry, and your company.  What are those jobs, roles, projects, or products that no one wants?  Maybe they are difficult.  Maybe they are not fun, boring, mundane, or full of conflict. Maybe several people have taken on those unwanted areas and failed.  Maybe taking on these roles will be embarrassing or at a minimum make people question your judgement.

When you feel these doubts creeping up on you, keep this concept in mind; “Do what others won’t.”  Another popular version of this quote is; “To have what others don’t, you have to do what others won’t” 

Some Examples: 

 Calf feed in the dairy nutrition world:  In the world of balancing technical lactation rations, most nutritionists will not spend much time or effort chasing bagged calf feed sales.  An enterprising salesperson can turn this unwanted niche into a gold mine of opportunity.

Retail animal feed within your product lines:  There was a time when retail animal feed was in this category as well.  Sales were a small fraction of the business.  The high-volume beef, dairy and swine feed markets was where everyone wanted to be because of the sheer volume in sales.  It takes a lot of rabbits to eat what one cow eats.  So, no one wanted to go down that path.  I followed a series of eight sales people who made it about one year each at selling into this market.  Customers were a bit numb at keeping up with who the new sales rep was for our product line.

Silage and hay treatments in agronomy sales:  These products are highly effective and customers don’t necessarily shop too hard for them.  Again, this is a great niche for a self-starting salesperson.  As with most of these niches, it doesn’t take a PhD in inoculants to be successful.  You just need to spend some time routinely learning more than you’re taught to be considered an expert.

Compact Utility Tractors in the equipment sales world:  Everyone wants to focus on the 200-300hp tractor.  Can you carve out a niche in the CUT market?  Or use it to get on farm for bigger sales down the road?

In your search, look at your industry.  What is the most difficult aspect for your customers?  Where do they struggle with regards to your products?  Is it in delivery, in accounting, in waiting, or maybe in not knowing?

A great example can be learned from pizza!  Remember when pizza took over an hour to cook at a restaurant? (or at least it felt that long).  Along came Dominos.  They were able to make it, cooked it and delivered it in 30 minutes.  They took one of the biggest dislikes about pizza and solved it.  The rest could have done it, and since have, but didn’t.  Dominos took one aspect (delivery time).  It wasn’t a high-tech aspect.  They didn’t come up with a better sauce or tastier crust.  They simply were available, faster.

In agribusiness, we often want to differentiate ourselves on our technical superiority of our products or us (the salesperson).  That’s great, except keep one thought in mind.  If your product can’t be delivered on time, invoiced correctly, kept in inventory and perform consistently, you’re no better than a low-tech product or salesperson.  I saw this many times in selling to retailers.  They need a supplier who maintains inventory, ships on time, has good accounting practices (meaning an easy to read invoice).  The greatest product in the world, that isn’t in inventory, can’t be sold!  Look for those areas in your industry that are underserved because no one wants to focus on them.  Then use your expertise to solve for them.  Or, at a minimum become an expert in them.

One last quote/concept to help you on your search for success.  In the consulting world, there’s a frequent quote, “There’s riches in niches”.   No one knows who said it, but it’s very powerful.  As a new salesperson, we set out into our market and try to go head to head against competition.  We do this by emulating all the other salespeople in our company.  We chase the same types of customers and act like all the other salespeople we know.  The problem with this plan is it makes us look like all the rest.  We don’t stand out, which in sales is not a good thing.  Our customer then uses price to separate us.  By narrowing your niche into a specific category, product, or geography, you differentiate yourself.

This differentiation answers two of the most important questions every customer has when you drive on their farm:  Why should I buy from you?  Why should I buy from your company?

The answer is:  I have done the difficult.  I have done what others don’t and won’t do.  I specialize my focus for this type of customer.  That’s why you should buy from me!