John Hirth's commentary on sales...

Are you "committed to success in sales"?

The most successful people in any profession are usually the ones who are the "most committed to success in their chosen profession". Without real "what ever it takes" commitment, you'll end up in the middle of the pack doomed to be part of the 80% of sales people that do 20% of the business. You'll be an "amateur" not a true "professional" and your paycheck will show it!

To understand what commitment is it helps to look outside of our profession at examples of people that are truly committed to success in their chosen field. Being a Chicagoan, I need look no further than Walter Payton as a great example of someone "totally committed" to success in their chosen field. Walter was one of the hardest workers during the off season and that work paid off with not only great performance but durability few players have ever been able to match. Commitment to success goes way beyond "game performance" and relies much more on preparation. For sales people, this translates into "preparing" for the call and not just "making it".

"What is real commitment to the sales profession and how do I know if I have it"? Candidly, if you have to ask what real commitment is in sales you probably don't have it. True commitment in sales is the drive that puts everything else in your day "on hold" if it in anyway impedes your daily sales goals. I'm not suggesting that you become a martyr and make your sales career the "only thing in your life". However, during the day when you can be engaged in selling activities they must take priority over everything else (barring life threatening emergencies!). You've got to make a decision that you're willing to do "whatever it takes" (within legal and moral grounds) to succeed in your profession.

We'll talk about more commitment in future posts but part of being committed is finding things to do that will impact your performance and drive more successful results in your day to day selling activities. So,why not start today and  identify something that you can do that can improve your results. If you can't think of anything specific, why not go back through some of the blog posts that I've written and commit to an action step that you currently don't take. Make it realistic, measurable, specific and you'll find your success will foster more of the commitment you need to succeed!

Action Step: Review posts on sales strategies and make a commitment to adopt a new behavior to implement and master.

Create a "Non-Selling Posture..."

People love to buy, they hate being sold. You've heard that before and know it's true, yet many salespeople still go in with the objective to "sell" the prospect.  We often start by asking questions but when we see that first opening (need)...bam, we're sellin'! Often, unintentionally, the "feature benefit machine gun" comes out and were blasting the prospect with our "best stuff." They feel pressure and ironically so do we!

One of the great challenges that face all of us in sales is the reputation that has been left by all of the "amateurs" that have come before us. Whether you like to admit it or not, there is a negative stigma still associated with the sales profession. Remember the old game "password", I give you a word and you come up with clues (synonyms), to get the contestant to guess the word. If the word was "salesperson" what would some of your clues be??  I'm not asking you to think of yourself but of all those "other" sales people out there. If you're honest, it's not pretty.

In my last post, on how to answer "what makes you better", I began to reveal the essence of the "non selling posture". Saying anything or doing anything that typical sale people do will have you digging a hole for yourself and on the fast track to creating "sameness". The strategy will give you a label you really don't want. That's why it's so important to take a "non selling posture" and to not be afraid of sounding a little negative. It will go a long way to building trust with your prospect and help you to avoid sounding like a typical "sales person".

Don't be afraid, on new prospect calls, to start out by saying things like:

    I'm not sure we can help you.

    Our product/program may not be what you need.

    Why were you considering an option like this?

    We're helping a lot of companies like yours, I'm not sure we can do the same for you.

On your next new account call try some of these phrases and see if taking a "non selling" posture will remove some of the natural defensiveness from your prospect. It may seem awkward at first but most new behaviors do. I'm confident that this approach will pay dividends and improve your winning percentages! On second thought, "maybe it won't work for you..."

"Nobody likes change..."

I received a newsletter today from a gentleman who I have worked with in the past, Dr. Alan Zimmerman. Dr. Zimmerman is a well known business consultant who specializes in managing change and communications skills. I presented with him at a conference in France many years ago and was proud to share the stage with him.

His newsletter started with a great quote, "The only person that likes change is the baby with a wet diaper". After a chuckle and a nod of agreement (it's been a while since I was the "Change-er" or the "Change-ee"), I thought a little about the statement and questioned the validity. Is it true, are there ever other circumstances when people enjoy change?

Think about it, everytime you make a sale you create change. When someone buys something new or different from what they have been buying it requires change. When someone buys something it often requires them to change the way they work. Human beings are creatures of habit and fundamentally resist change, it's part of what makes "selling" so challenging. So, initially I agreed with the statement.

However ,the more I thought about it I realized that although change is always uncomfortable there are many things I have purchased that required me to change but after the initial discomfort I have been absolutley thrilled about. I believe the same is true about your prospect and believe that the quickest way to "making a sale" is to find out what, in terms of their current situation, would they like to change. Change is much more acceptable when your contact is not "comfortable" with their current conditions.

Our selling model suggests that in order for you to be successful in sales you need to find out what would "motivate" your prospect/customer to change. Just like the "baby in the wet diaper", people don't mind changing when they believe that the discomfort of change will be outweighed by the benefits of their new outcome. That's why questions about "what they might want to change" can be so valuable to us. If you can find out what they would like to change about their current situation, and if the decision to not change causes "discomfort/pain" then change should be welcome.

Rather than having the fear or discomfort of change create resistance to work against... use it as a tool to create momentum in your favor. Ask people questions like:

    What is it about what you use now that you would like to see work better?

    Why would you want to change from the way you do things now?

    Why would you want to look for a new source of supply?

    What is it about the way you work now that you would like to see improved?

Answers to these questions help them to create their own reasons for change and                                  it will become leverage instead of resistance! Think more about what your prospect would like to              change     than what you  would like to sell and you'll make a lot                                                           more sales!