02/17/2021
I responded to a University lead research inquiry about the lack of teaching sales at the higher educational institutions globally. Here is my response:
As a business owner of a design-build engineering and construction company hiring graduate-level engineers from around the world, I feel very qualified to answer this and many other questions from the University world regarding what they are sending to us to hire, and how really equipped they are to immediately add to a growing and producing company.
Answer: about 6 out of 10. Regarding sales, about 2 out of 10. As a veteran of this industry for 34 years of full-time work, and 43 years total starting in 1972 as a young boy working for my father, I can tell you most university professors haven't a clue about sales.... That may seem like an arrogant or diminishing statement, but it's unfortunately true.
In reality, unless you have worked in the industry, and actually had to make sales for the survival of yourself and your company, I doubt many can really know how to make a sale, let alone teach "sales".
Sales is a factor of trust, integrity, honesty, teamwork and a true intention to help someone with a challenge, problem, or situation. Lastly leadership to follow-up and follow through with the transaction. I find a shortage of this knowledge in all graduates, as it is only taught in-home, and unfortunately increasingly lessened by the media as a bedrock of living. Leaders (professors) must ascribe to these tenents in their daily lives, and habits, especially in their interaction with students. The students will mimic their professor's actions or repulse them if they are contradictory.
To teach sales, teach these tenants:
1. Trust. In order for a sale to transpire, the buyer has to trust the vendor. That means showing up on time, being there for the needs of the client/buyer, being present, and creating an atmosphere of trust that will go past the sale. A huge part of trust is learning to truly listen to what the client/buyer is saying, empathically. This is hardly taught, but absolutely vital to success in a transaction. Teach your students to be great listeners.
2. Integrity. This is critical and must be taught better at higher learning institutions. What is integrity? Being a man/woman of your word - simple. Say what you are going to do, and do what you say you will do.
3. Honesty. Don't lie, cheat, steal or "bend" the truth. If you don't know, say so. Trying to answer something you don't know only makes you look foolish. Teach your students to say "I don't know the answer to that, but I'll get it for you".
4. Teamwork. This may seem out of place, but it is front and center to sales. The team is what gets the sale transacted. Most projects are a component of many people (marketing/sales, engineering, operations, fieldwork, administration, and close-out). Developing a team atmosphere to help each other do well is key to success in a sales transaction. Spend the time to develop trust and confidence in your teams - starting with the leader. In the university, this is rarely taught, and most often taught in sports, or extracurricular activities, which are being eliminated at higher learning (this is a big mistake). Each support team/group/etc. has to work together exceptionally well to support a successful project.
5. True Intention to Help. This is the "icing on the cake" of sales. If your team really values their part in the process, and have a desire to help others, then your team will be best set to really help the client.
6. Leadership. This is being taught more and more at higher learning and is critical for success at all levels of a sales transaction. Leadership is simply "influence", and is best taught by example - that is the best teacher; your example of all of the above items. Lead your students by your example, and teach them to set the example. I see a huge disparity in leadership by "position" where a leader has a PhD., or higher education, and is put in position to lead others, but has no real leadership experience or ability. Leadership is NOT education, it is "Doing" the right things over and over, following the above 5 tenants for successful sales. It is making others on your team look good without trying to make yourself look good. The way it works in the business world, is by helping others around you to succeed, and in doing so, you and your whole team succeed.
This is a bit of a long answer to your question, but I feel compelled to give you my approach to sales, as I started my company in my 8-year-old son's bedroom in 2002, and have grown this company to a multi-million dollar enterprise with over 40 employees from absolutely nothing - one sale at a time.
A few good books to read to help your students along the way: As a Man Thinketh, James Allen. How to Win Friends and Influence People, Dale Carnegie. The 360 Degree Leader, John Maxwell. The Compound Effect, Darren Hardy. Am I Making Myself Clear, Terry Felber Developing The Leader Within, John Maxwell. The Seven Habits of Highly Successful People, Stephen Covey. I recommend you teach fundamental truths and have your students learn from them. Lastly, teach your students that learning is life-long, and doesn't stop when they finish their degree.
Good luck in your research, and let me know if I can be of further assistance.
Sincerely,
Mark Garrison, President
MG Constructors & Engineers, Inc.
