The Ever-Changing Landscape of Sales: A Retrospective
In 1985, Daniel Vanhemelrijck stepped into the sales industry, starting a career that spanned almost four decades. Looking back now, he marvels at how different the sales game was back then, and wonders how a young salesperson of today would fare under the same circumstances. With no mobile phones, laptops, or access to the world wide web, salespeople had to rely on face-to-face interactions and a keen understanding of customer needs. While the times have changed, Vanhemelrijck reflects fondly on his early years in sales, even as he notices the reality of his age catching up to him.
How Technology Has Transformed the Sales Game
When Vanhemelrijck first started out in sales, there were no technological trappings that are so integral to salespeople today. It wasn’t until 1988 that he got his first 10 kg mobile device, and it wasn’t until 1997 that he began using a desktop computer. The world wide web was still a few years away from being introduced. Despite the lack of technology, Vanhemelrijck found joy in his work from day one. However, he acknowledges that the sales game has changed dramatically over the years, and a young salesperson today would face a different set of challenges.
Adapting to the Needs of Customers: Lessons from a Seasoned Salesperson
During the first 15 years of his career, Vanhemelrijck worked as a young salesman at the local level in Belgium. It was during this time that he honed his ability to understand the needs of his customers and strive to meet their expectations. He worked for various brands, including Hyster, Clark, and Yale, gaining experience and building relationships along the way. Vanhemelrijck believes that being a successful salesperson requires adaptability and the ability to connect with both decision-makers and end-users.
The Evolution of Forklift Brands and Warehouse Trucks
The materials handling industry has seen significant changes over the years. When Vanhemelrijck first started out, the competition was less intense, with only the classic brands like Hyster, Yale, and Clark dominating the market. Japanese and Korean brands entered the European market in the sixties, bringing names like Toyota, TCM, Mitsubishi, and Nissan. The introduction of Korean brands like Daewoo, Hyundai, and Samsung, and the emergence of Chinese brands in 2011 at CeMAT Hannover, marked major industry transitions. Additionally, the focus on warehouse trucks and logistics has grown significantly, with the big four forklift manufacturers fighting to maintain their market share.
The Key to Sales Success: Convincing Both Deciders and Operators
Throughout his career, Vanhemelrijck discovered that being a successful salesperson requires the ability to be a chameleon and adapt to different audiences. It is crucial to build confidence with both decision-makers and end-users. Vanhemelrijck emphasizes the importance of convincing forklift operators, as they often have more say in the decision-making process than the higher-level decision-makers. By focusing on winning over the operators first, salespeople can increase their chances of successfully closing deals. While some brands still prioritize the ability to convince management, Vanhemelrijck believes that a salesperson who is not confident when facing operators may struggle to find success in today’s industry.
Daniel’s Four Commandments for Salespeople
As he prepares for retirement, Vanhemelrijck leaves behind four commandments for salespeople. First, he highlights the ever-changing landscape of sales and advises sales professionals to be adaptable and open to continuous learning. Second, he emphasizes the need to embrace and harness the power of technology in sales. Third, he stresses the importance of understanding and meeting the needs of customers, with a particular focus on providing excellent parts availability and service. Finally, he reminds salespeople of the key to success: being able to convincingly connect with both decision-makers and operators. With these commandments in mind, salespeople can navigate the evolving sales game and thrive in the ever-changing industry.
Analyst comment
Neutral news.
Analyst’s evaluation: The sales industry has evolved significantly over the past few decades due to technological advancements. Salespeople now rely on technology for their work, but the ability to understand customer needs and connect with decision-makers and operators remains crucial. The market will continue to change, but sales professionals who are adaptable, embrace technology, prioritize customer needs, and build relationships will find success.
