A Little Insight

By Bruce C. Bryan

Executive Summary:

If you call too often, they say you’re pushy. If you wait too long to reach out, you are just as likely to hear that you didn’t seem interested. People who sell things to businesses need to hit it just right.

It’s a fine line2walk sometime

Most sellers don’t want to be labeled as being too forward in business because it gives them a reputation as a selfish or aggressive salesperson. Many prospects find that distasteful. Additionally, I’ve had salespeople call on me through the years who failed to share the latest information, new developments, or products that I would have likely been interested in buying. As a result, it felt like I didn’t matter to them and that my business wasn’t a priority.

Despite their naivete, most want to get the sale right. This becomes even harder to master as technology, working from home, mixed messages from managers and corporate headquarters all combine to make commerce so complicated. So how can salespeople practice the ultimate balance in their field?

Apply This Basic Concept4The Best Results

Let’s simplify things and try a more direct approach. Start by building a connection with the prospect or your current client. Listen to what they are telling you and what form of communication they prefer. Pay attention to how they communicate with you. Do they call? If so, use the phone when reaching out to them. Are they texters? Flex those thumb skills to communicate back. If they write you emails – write them emails back. Note how they send messages and return the favor.

Then ask them: “Would it be okay for me to call you next week (next month? etc.)” Find out, “When will you be taking the next steps?”

Once you’ve gotten that information, be available a day (or a few days) early if it’s out into the future. It’s far better to be a few days early than a few days late. Most salespeople are eliminated from the process because they start selling before listening, miss their calendar mark, or get distracted and move on to something else. Some people lose deals because they are too pushy, sure, but more often it is inactivity which leads to the loss of the deal.

Ask questions, pay attention, mirror, and use that information to get it just right in your communication.

Bruce C. Bryan is the president of 5Points Creative, an awardwinning advertising and marketing agency in Roanoke. Contact him at bruce@5PointsCreative.com

Most salespeople are eliminated from the process because they ”“ start selling before listening.