Do You Really Want an Aggressive Account Manager?

I’m frequently told “I wish my Sales Team was more aggressive.” The more I think about this statement, I question if they really know what they are wishing for.

The definition of Aggression is “ready or likely to attack or confront; hostile; pursuing one’s aims and interests forcefully, sometimes unduly.”

Is this the type of Employee, Co-Worker or Account Manager you are looking for to represent your Company and engage with your customers? I don’t and I don’t think this is what they are looking for either, unless they work for the Chicago Bears and are looking for a Defensive Linebacker or that Company that calls our house each night at dinner trying to sell something we don’t need.

Just think about how you react when you encounter an aggressive salesperson. How many of you shop for a car on Sunday just so you can shop without being pressured to buy. Have you ever walked out of a store where you had every intention to buy just because the sales clerk would not leave you alone?

We have a furniture store in town that is now promoting that no salesperson will bother you unless you have a question and call them over.  When we need furniture I will give them a shot.

I think what we really are asking for is not aggressive but that our Account Managers be less passive and more assertive.

As Sales Managers we teach and expect our Sales Team to be Relationship Builders.  This is a skill that I believe is essential but in many cases it encourages them to become passive in the sales process by being too accommodating and always trying to please the customer.  At times, our Account Managers will do things that are not in their or the companies best interest just to please or not upset the customer.

We must remind our Sales Team and especially the more passive Account Managers that the key to a long lasting business relationship is “it must be beneficial to both parties.” It is rare to find a customer that is so passive that there is never an objection with anything we propose. Most customers are assertive as to what they want and feel they need. We must become more assertive and teach our Account Managers how to let our customers know our expectations as well.

We should be seeking a person that shows confidence in their abilities, one that is neither too pushy nor lifeless. An Account Manager and Sales Team that can assert control over a discussion and move it the way they desire and is always looking for a way to overcome any objection by the customer. A person that doesn’t give in too quickly to the customer’s demands and can move the negotiation back to solutions that benefit everyone. That person should not be afraid to challenge the status quo when necessary.

In my next post I will discuss the traits I think you should be looking for in your Sales Team and Account Managers.

But, if you really want an aggressive Account Manager just wait until the County Fair or Carnival comes to town. Walk down the Midway and just look and listen to those trying to get you to buy from them. You will have a good crop of aggressive candidates to pick from.

If you would like, please leave a comment below or email me at feedback@wewaonthenet.com.

Now let’s get out there and over-deliver!