Success in sales is not about pressure, it's about performance. Top performance comes from executing a structured not scripted, and planned not canned, effective, efficient, engaging, endearing, educational and empowering process CONSISTENTLY. If a salesperson feels pressure on a sales call, they are either working too hard and/or working on the wrong end of the problem.
"Pressure is something you feel when you don't know what the heck you are doing." ~ Chuck Noll- Former Head Coach & winner of 4 Super Bowls with the Pittsburgh Steelers
Sales is not a numbers game. More leads do not necessarily yield more sales. Typically, closing ratios and average sales go down when a salesperson runs more leads. Thinking sales is a numbers game results in wasted opportunities, poor customer experiences and bad results.
Good results come from executing a process consistently that is designed to yield a desirable result more often than not.
Yes, the customer is in complete control of whether a conversation concludes with them buying. However, a salesperson can have some influence in the decision-making process with their behavior and information shared during their time with the customer. Salespeople can only manage that which they can control, and they cannot control when or if a customer buys. That's a matter of freewill and choice.
Salespeople can manage and control their behavior, information and timing of sharing it, and the experience the customer realizes through a standardized and systematic process - A process that is designed to keep the salesperson in control and guide the customer through a proper buying process, always knowing what happens next and when, and yields success more often than not.
If a salesperson gives up their personal power and caves in on their fundamental obligation and fiduciary responsibility to properly guide a customer to make a good buying decision or try to cast blame for your lack of execution and say that the problem with the customer, the competition, the marketing, prices, weather, etc. – THOSE THOUGHTS ARE THE PROBLEM!
Nothing happens on a sales call that salespeople should not expect. There are no unforeseen pitfalls or surprises. We all get what we tolerate and allow to happen. Salespeople should be prepared for everything, because they will encounter it at some point in their career.
Unfortunately, most salespeople DO NOT have a process they execute consistently, they tend to "wing it". The challenge is that most customers have a buying process and system of deferring salespeople which is more effective than the salesperson with no process or a poorly executed one.
"You have a 92% chance of making a sale with a linked, integrated selling system – without one it drops to less than 42%." Bill Brooks, CEO The Brooks Group
The value of using a defined process allows us to:
There are no perfect scripts, one-liners, glib presentations, smart phrases, clever closes that work all the time. They are canned routines of traditional selling practices that are archaic, antiquated, predictable, manipulative, and weak shtick for weak salespeople. Therefore, there are no perfect sales calls.
By executing a process consistently, salespeople invite their customer to learn more and discover for themselves how to make an informed buying decision. The salesperson's job is to provide good information at the right time to the right people, so they can make a choice that makes them happy. The process engages, educates and empowers customers to buy. If a salesperson executes the process consistently, customers will discover they will be best served by the company and solution offered.
Now that you understand the importance of having a process, we will take deeper dive into the process in a future article.
As the Philadelphia 76ers'all-star center Joel Embiid says: "Trust the process".
ABOUT THE AUTHOR
Drew Cameron, America’s Most Sought After Sales & Marketing Strategy Adviser to Home Services Contractors, is president of HVAC Sellutions & Energy Design Systems, Inc.; the premier alliance providing industry-leading marketing planning, budgeting, content and support; sales recruiting, education, coaching, consulting and performance enhancement for Home Services Contractors; and design and economic analysis sales software for HVAC and Home Performance companies. Drew’s 40 years of experience in all facets of running a residential contracting business helps contractors implement effective lead development strategies and build multi-million-dollar profit-generating home services companies. Drew is a renowned author, educator, coach, consultant, inspirational/educational/”irritational” speaker, software developer, industry philanthropist, and a Tom McCart International Consultant Award Winner as well as a Board member, a Foundation Board Trustee, and a Contractor University Founder & Faculty member for Electric & Gas industries Association (EGIA); a Service Roundtable Consult & Coach Partner & Preferred Vendor; and an Air Conditioning Contractors of America (ACCA) member.