It's that time of year: time to throw out old behaviours and attitudes that don’t work and usher in new ones that do.
A few weeks ago, I had a phone conversation with Kim, who is struggling with the old-style methods that her manager insists are the only way to sell their company's technology solution. He favours cold-calling (“dialling for dollars” as Kim calls it), starting a meeting in “pitch mode” (with a sleep-inducing PowerPoint presentation) and asking prospects leading, manipulative questions such as, “Wouldn’t you like to make more money?”
Kim is convinced she needs new sales techniques, and she’s right.
Regardless of what product or service you're selling, outdated sales skills focus on “telling.” You talk; the prospect listens for a bit, then frequently tunes out (or goes unconscious) and the conversation ends without much happening. Think of your car’s gas tank. You fill it up with your talk, but the car just sits in the driveway since you and your prospect have no directions for a two-way conversation.
New Thinking = New Results
Try turning your thinking around about what lies at the core of selling. Instead of “telling” about your product’s features and benefits, how about “asking” about your prospect’s needs and concerns? In this scenario, you and your prospect can have a very pleasant drive, with you asking questions that lead to an interesting and energizing trip (and a plan for your next outing together).
The table below shows old sales techniques and how to turn them around into new, more effective strategies.
Old Sales Mindset
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New Sales Mindset |
Always start out with a strong sales pitch.
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Stop the sales pitch. Start a conversation. |
| Your goal is to close the sale. |
Your goal is to discover whether you and your prospect are a good fit. |
When you lose a sale, it's usually at the end of the sales process.
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When you lose a sale, it's usually at the beginning of the sales process. |
Rejection is a normal part of selling, so get used to it.
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Hidden sales pressure causes rejection. Eliminate sales pressure, and you'll seldom experience rejection. |
Keep chasing prospects until you get a yes or no.
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Never chase prospects. Instead, get to the truth of whether there's a fit or not. |
When prospects offer objections, challenge and/or counter them.
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When prospects offer objections, get curious about their concern and continue the conversation. |
If prospects challenge the value of your product or service, defend yourself and
explain its value.
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Never defend yourself or what you have to offer. This technique only creates more sales pressure. |
Let's take a closer look at these concepts so you can begin to open up your current sales thinking and reap the benefits.
1. Stop the sales pitch; start a conversation.
Never start a call with a mini-presentation about yourself, your company, and what you have to offer. Instead, begin with a conversational opener that focuses on a specific problem that your product or service solves.
For example, you might say, "Many companies we work with source customized components for their new products overseas. A number of them find this challenging, for all kinds of reasons. I’d like to learn about your experiences, and see if I have some new ideas that might be able to help you. Would that be OK?"
Notice that you are not pitching your solution; you're addressing a problem you believe they might be having. (If you don't know what problems your product or service solves, do some research by asking your current customers why they purchased your solution.)
2. Your goal is always to discover whether you and your prospect are a good fit.
If you let go of trying to close the sale or get the appointment, you'll discover that you don't have to take responsibility for moving the sales process forward.
By simply focusing your conversation on problems or opportunities where you can help, you'll discover that prospects will give you the direction you need.
3. When you lose a sale, it's usually at the beginning of the sales process.
If you think you're losing sales due to mistakes you make at the end of the process, review how you began the relationship. Did you start with a pitch?
Did you use traditional sales language ("We have a solution that you really need" or "Others in your industry have bought our solution, you should consider it as well")?
Traditional sales language leads prospects to label you with the negative stereotype of "salesperson." This description makes it almost impossible for them to trust you or to have an honest, open conversation about problems they're trying to solve and how you might help.
4. Eliminate sales pressure, and you'll never experience rejection.
You can eliminate rejection simply by giving up the hidden agenda of hoping to make a sale. Be sure that everything you say and do stems from the basic mindset that you're there to help prospects and customers identify and solve their issues.
5. Never chase prospects. Instead, get to the truth of whether there's a fit or not.
The practice of chasing prospects through many phone calls or emails is rooted in the macho selling image that "If you don't keep chasing, you're giving up, which means you're a failure." This thinking is dead wrong.
Instead, ask your prospects if they'd be open to connecting again at a certain time and date so you can both avoid the phone tag game.
6. When prospects offer objections, get curious about their concern and continue the conversation.
Most traditional sales programs spend a lot of time focusing on overcoming objections, but these tactics only create more sales pressure.
They also keep you from exploring or learning the truth behind what your prospects are saying.
You know that "We don't have the budget," "Send me information," or "Call me back in a few months," are polite evasions designed to get you off the phone. "That's not a problem," you could reply. No matter what the objection, use gentle, dignified language that invites prospects to tell you the reality about their situation without feeling you'll use the information to press for a sale.
7. Never defend yourself or what you have to offer. This tactic creates more sales pressure.
When prospects say, "Why should I choose you over your competition?" you instinctively defend your product or service because you believe that you are the best choice and you want to convince them. But what goes through their minds at that point?
Probably something like, "This 'salesperson' is trying to sell me, and I hate feeling as if I'm being sold."
Stop defending yourself. In fact, come right out and tell them that you aren't going to try to convince them of anything because that only creates sales pressure. Instead, ask them again about key problems they're trying to solve.
Then explore how your product or service might solve those problems. Let prospects feel they can choose you without feeling sold.
The sooner you can let go of outmoded sales beliefs, the faster you'll feel good about selling again, and start seeing better results.
| Nicki Weiss - |
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Nicki Weiss is the founder of SalesWise , a Toronto-based sales coaching and sales management training company. Nicki is a certified sales management coach, master training and seminar leader. Subscribe to her free e-newsletter filled with fantastic tips that will drive more revenue at www.saleswise.ca This article may be reprinted in its entirety with express written permission from Nicki Weiss. The reprint must include the section “About the Author”. Read More >> |
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I have been in sales or management for the last 30 years and there has been a definite shift in how sales needs to be conducted in today's econnected society.
How would you present this adaptation and get away from the old cold calling methodology so common in recruiting?