Playing by the Rules

In all pursuits there are benchmarks that define a standard the best in the field work toward for success. Often these are based on rules of engagement. Here are some for your sales career.

DON’T SPILL YOUR CANDY IN THE LOBBY: The feature and benefit salesperson likes to show up and throw up. They love to unload all the reasons why the prospect should buy their product. We believe product knowledge can get you in trouble if used at the wrong time. The time for features and benefits is during the solution proposal, not at the beginning.

THERE ARE NO FREE PRESENTATIONS: Salespeople can spend a lot of time with someone who will never buy. Giving out brochures, quotes and proposals is a good thing if the prospect is qualified. Do they really need what you have? Can they commit the funds for your solution? Are you talking to a decision-maker? If the answer is no, no presentation!

NO MIND READING: We often assume we know, especially when we’re working with a client with whom we’ve had a long relationship. The danger is something has changed and we didn’t ask, but maybe the competition did ask. They now look more interested than we do and oops, there goes the sale we thought was solid.

THE PROBLEM THE CLIENT BRINGS YOU IS NEVER THE REAL PROBLEM: Many salespeople believe their job is to uncover the needs of the client. That’s step one. We also need to find out why they need the solution, how it will affect them to have it in place. Are there rewards for making the purchase or consequences if it’s not purchased? How will it affect the operation of the company or the person making the purchase? People buy emotionally and justify it intellectually. If you have a totally intellectual conversation, you’ll never get to the importance of the buyer’s reasons for making the purchase.

YOU CAN’T MANAGE ANYTHING YOU CAN’T CONTROL: The weather, the competition, the economy and many other factors are out of your control. You can’t do anything about them. However, you can control you’re behaviour—what you do. Every day it’s your choice to make cold calls, develop better questions to uncover the information you need, and conduct yourself like a business person in sales. That’s what you control!!!