SALES

Tales from the GRIT-Iron

A compendium to consider as the calendar closes

By Sandler Systems

This is the season for reflection on the past year, and for consideration of how to

change, improve and grow in the coming year.

You’ll likely see many lists of “Top Tens from 2020” types of articles and emails, and also get a lot of suggestions about what you need to do to survive and thrive in 2021.

Are you tired of phrases like “new normal” and “selling in a recovery”? We don’t want to give you any rhetoric or shove “musts” down your throat. Instead, we’ve compiled a few real-life stories of sales tips that just plain work. Not just in “crisis mode” but in the everyday world of the sales professional’s struggle.

At the end, you’ll see your opportunity to submit your own tale of a solid sales technique for a chance to see your name and story in print!

Winners keep score

“Last week, my clients and I were talking about how to respond to adversity. If you made it through that message and you still had your head high and your eyes forward, you might be asking the question ‘What do I do now?’ When we say something like, ‘There are people who say there is a crisis and I decided not to participate,’ we’re not being facetious and we’re not putting our head in the sand. What we’re saying is that there are changes in the marketplace, so we’ll make changes in our behaviors that will lead to the accomplishment of our goals.”

“Some people believe the appropriate response to the changes we are seeing or hearing in the marketplace – which others have called a crisis – is to stand back and wait until the dust settles. Even though there are people who choose this route, you can respond instead in ways that might increase the probability that you will accomplish your goals.”

Some questions you might ask: 1. What have been the result of my efforts to develop new clients or to get my salespeople to bring in more sales? Out of ten prospective new clients, how many invited me in for a conversation? 2. Out of my efforts to get new clients – networking meetings, charity boards, email campaigns, direct mail pieces, seminars, calling referrals – how much business resulted? Which behaviors gave me the most new clients or sales? 3. How many referrals am I getting? Where are they coming from?

“If you’re frustrated because you don’t have the answers to these questions, you’re not alone. But as one of my partners in a referral group last week declared: winners keep score! It doesn’t help to keep score if you’re only counting the number of new clients you get or the number of sales your people make. It wouldn’t help a coach to only keep count of the number of touchdowns the team makes, but it does make sense to count the behaviors that lead to those scores; behaviors that, if consistently performed, lead to touchdowns, which lead to victories.”

How are you keeping score? What do your numbers look like?

Pros practice too

“I like to golf but I’m not a good golfer. When I played with a golf pro buddy of mine and hacked my way out of a sand trap and putted for a 6 on a par 3, he asked me ‘When was the last time you practiced your short game?’ And by practice he meant really working to systematically improve my technique through repetition and measurement of results.”

“It was clear that I hadn’t taken an honest look at what I was doing or put together a systematic approach to becoming measurably better. So I said the only thing I could, ‘Three years ago I went to a golf school. They taught me drills and techniques to make my game better. But I don’t have time to practice. I’m just hoping I still remember what they told me.’”

“My buddy’s response stung a little. He asked, ‘How is that working for you?’ For some reason, I expected performance without practice, but I know better. Regardless of profession, professionals practice

“Most sales professionals take the inevitable rejection that comes with their work personally, and don’t make the necessary distinction between their role as a salesperson and who they really are.”

their profession.”

“About a week later I was talking to a business owner buddy of mine. He told me about the sales struggles he had been having recently. Sensing an opportunity, I asked the question I had been waiting to ask, ‘How much time do you spend practicing sales?’ He said the only thing he could, ‘I took some training a couple of years ago. They taught me some systems and techniques designed to help grow my sales. But times are tough now, the market has changed, my competitors are better than they were, and I don’t have time to practice. I’m just hoping I still remember what they told me.’”

“I hope my response stung a little when I asked him, “How is that working for you?”

When selling gets physical

“According to the American Journal of Epidemiology, today’s economy is stressing people out, and stress has been linked to a number of illnesses such as heart disease, high blood pressure and increased risk for cancer.”

“Some stress is understandable, but also unnecessary. If you’re in sales, a sales system can help you reduce the pressure you’re under in a big way and will help you stop confusing your ‘real self’ with your ‘role self.’”

“Most sales professionals take the inevitable rejection that comes with their work personally, and don’t make the necessary distinction between their role as a salesperson

“It doesn’t help to keep score if you’re only counting the number of new clients you get or the number of sales your people make.”

and who they really are. But those who can make that distinction – and it takes practice to do it – find that they worry less, and that makes them more effective. They’re happier and healthier, sales increase, and the confidence they show inspires others to have confidence in them.”

“A sales system will also help you adjust the goals for your prospecting efforts. Your only goal should be to determine if your prospect has any interest in your product or service and, if they do, to set up an appointment for a later date. This is not the time to talk about features or benefits or price. All you should try to do is schedule the appointment. This takes the pressure off you, and also off your prospect, and he or she won’t have to think about putting up a defensive wall.

“When you get your prospect on the phone, be up front about what you want. Make sure they understand that all you are trying to do is to determine if they have any interest in what you’re selling and, if they do, to set up a time to talk further. That’s it. A sales system will lighten your stress, and theirs too, helping you remain productive in challenging times.”

To schedule a complimentary 30-minute advisory session on account planning, goal-setting, a system to sell, or sales management, send your request and contact information to SalesTips@repertoiremag.com with “30-minute Free Consultation” in the subject line. Include your OWN tale of a solid sales technique for a chance to see YOUR name and story in print!

About Sandler Training

With over 250 local training centers around the globe, Sandler is the worldwide leader for sales, management, and customer service training. We help individuals and teams from Fortune 500 companies to independent producers dramatically improve sales, while reducing operational and leadership friction. ©Sandler Systems, Inc. All rights reserved.