| Forging relationships with customers is an important | | | | forward is not a good sales call-it's just a visit, and |
| part of effective selling. People are more likely to buy | | | | from a sales perspective, it is little more than blind |
| from you when they know you, like you and trust | | | | hope and often just a waste of the prospect's and |
| you. Relationships are important in sales, but | | | | the salesperson's time. Try hitting quota with "I'll think |
| sometimes salespeople allow relationships to interfere | | | | about it." |
| with the sales process. | | | | 2. Now let's discuss the second excuse, when |
| What is your main job as a sales professional? This is | | | | salespeople don't want to be pushy. Sales people are |
| a simple question, yet when I ask it to participants in | | | | labeled as pushy when all they do is ask the prospect |
| my medical sales seminars I often hear complicated | | | | to buy without establishing any real reason for the |
| answers including, "My job is to educate customers | | | | prospect to do so. Pushy sales people don't |
| about my products to help them take care of their | | | | demonstrate any concern for the prospect's real |
| patients, show them how to use the products, | | | | needs or feelings. Pushy sales people don't handle |
| handle any problems, and build good customer | | | | objections constructively, they just challenge the |
| relationships." No question, these duties are all part of | | | | prospect's point of view (essentially telling the |
| the job, but again, what is a salesperson's main job | | | | prospect that he is wrong!) and again ask them to |
| function? The answer is to sell! | | | | buy. When you behave like that, you are being |
| Salespeople often confuse sales support activities | | | | pushy! However, when you ask for the sale because |
| such as those described in the preceding paragraph | | | | you have established that your product or service will |
| as selling. Addressing the customer's needs is | | | | enable the prospect to do what he or she does or |
| important, but selling means bringing in additional | | | | wants to do better, more easily, with less risk, or for |
| business. Some salespeople are uncomfortable asking | | | | less money, is that being pushy? Of course not-it's |
| customers with whom they have close relationships | | | | being professional, because you are acting in the |
| for a commitment to buy, so instead, they behave | | | | customer's best interest, not just your own. |
| as customer service reps and wait for the customers | | | | When someone says that they don't want to be |
| to buy on their own. These salespeople are | | | | perceived as a pushy salesperson, I believe that they |
| unnecessarily leaving a lot of money on the table and | | | | just don't want to be perceived as a salesperson, |
| stunting their sales growth because they don't think | | | | period. Many even go to great lengths to avoid being |
| they need to ask for the business with their close | | | | called a salesperson. Instead, they or their companies |
| customers or are afraid to do so. | | | | call them territory mangers, technical consultants, |
| Too often, I observe the following scenario when I | | | | agents, or any other phrase that sounds more |
| ride along on sales calls. A sales representative | | | | customer-oriented and less sales-oriented. The truth |
| delivers a good presentation only to have it fizzle | | | | is that your customers, especially the ones that you |
| with a dialog that sounds something like this: | | | | are close to, know what you get paid to do. |
| Prospect: That looks like a nice product. Thank you | | | | Therefore, if you ask them to evaluate or buy a |
| for showing it to me. | | | | product that you have demonstrated is right for |
| Sales Rep: No problem. Thank you for your time. Give | | | | them, they won't be shocked or dismayed; in fact, |
| me a call if you want to try it. | | | | they expect you to ask because it's your job. |
| I think it's pretty obvious what is missing here-the | | | | Let's turn the tables for a moment. Imagine you go |
| sales person let the prospect off the hook by not | | | | to a doctor who happens to be a friend of yours. |
| asking for a commitment. Often, they don't even ask | | | | Suppose the doctor diagnoses a problem that you |
| the prospect for an opinion about the product or | | | | have and says, "There is a pill that can solve your |
| service to determine if it is even being considered. | | | | health problem. Call me if you want to try it. Thanks |
| Salespeople know that they are supposed to ask for | | | | for coming to see me." How would you feel knowing |
| the business, but all too often, they don't. Why? | | | | that your doctor/friend had something that could |
| When I debrief sales calls like the one above and ask | | | | improve your condition, but didn't offer to prescribe it |
| the salespeople involved why they did not ask for | | | | because he didn't want you to think that he was a |
| the sale, I commonly hear the following two excuses: | | | | pill-pusher? Do you think that you might be a little |
| Excuse number 1: The sales person believes that his | | | | upset if you suffered unnecessarily because your |
| job is to show the product or service to the | | | | "friend" was more concerned about what you |
| prospect. If the prospect wants the product, he will | | | | thought about him than he was about solving your |
| say so, either now or later. Hence, there is no need | | | | health problem? |
| to ask for the business-it will come in due time when | | | | It is considered malpractice in the medical world when |
| the customer is ready. | | | | a doctor fails to do what is expected of him |
| Excuse number 2: The sales person doesn't want to | | | | professionally, for example, failing to offer or |
| seem "pushy" and thereby harm the relationship or | | | | recommend an appropriate treatment option to a |
| compromise any future opportunities to sell to that | | | | patient. In the sales world, salespeople commit sales |
| prospect. | | | | malpractice when they don't specifically offer their |
| 1. Let's discuss the first excuse. Sales calls often | | | | customers the opportunity to improve their condition |
| proceed without challenge, i.e. the prospect never | | | | or situation. |
| raises an objection or says that he won't buy. It | | | | Yes, building relationships is important, but don't let |
| feels like a successful sales call when the salesperson | | | | those relationships keep you from doing your job. |
| assumes that the order will come in time and many | | | | Your job is to help your prospects and customers |
| don't want to compromise that good feeling by | | | | assess whether or not your product or service is a |
| testing the assumption. | | | | good fit for them, and if so, help them to get it. |
| What if a prospect has thoughts, beliefs, and | | | | When you fail to do everything that is ethically |
| misunderstandings about your product that is | | | | possible to achieve this, you are committing sales |
| preventing him from buying? Wouldn't you like to | | | | malpractice. Relationships are strengthened by looking |
| know about it? How does the prospect feel about | | | | out for your customer's best interest, not by |
| your product or service as compared to what he is | | | | avoiding your own discomfort in being perceived as a |
| currently using? Under what circumstances would he | | | | salesperson or fearing the customer will be insulted if |
| consider using your product or service? If the | | | | you ask them to move forward. Always invite the |
| prospect doesn't volunteer this important information, | | | | customer to buy when it's appropriate, and when |
| it's the salesperson's job to ask! | | | | they say no, find out why and make sure their |
| Salespeople often leave a sales call with a feeling of | | | | reason for not buying is valid and unsolvable before |
| accomplishment because they heard "I'll think about | | | | you walk away. Relationship selling is still selling, and |
| it" or "Thank you for showing me your product." | | | | that means getting the order, or attempting to move |
| Spending time with a prospect without closing the | | | | the sale forward on every call. |
| sale, or getting a commitment to move the sale | | | | |