John Hirth's commentary on sales...

"Seduced by the big one... "

A few months ago (July), a good friend of mine shared with me that he had one of the biggest deals ever done by his company "on the tee". It was a monster, that would not only "make his year" but catapult him into "company sales history". It would take a lot of work, but in the end, be well worth it and provide the best commission year of his career. I was excited for him but worried that he might be "seduced" by the big deal and lulled into complacency. I asked how the rest of his territory was looking and he suggested "with this one in the bag I don't need anything else!" I bit my tongue and rather than risk our friendship kept my mouth shut.

Unfortunately, I've heard this story too many times and it almost always results in disappointment. First, our ego gets in the way and we are "seduced" by the notoriety we will receive when we land "the big one". Not to mention the ego strokes we get at the water cooler while bragging about the "mother of all deals". Second, it is human nature to think, with this big one on the line, we really won't have to worry about the little ones and it lulls us into a false sense of security and complacency. "I'm a big hitter now, why would I want to worry about all that little stuff? Besides, it's just as easy to close a big one rather than 10 little ones and takes less time.

So, what happens is we focus all of our attention on getting the big one to the exclusion of the little ones. In the end, what ever results occur, we're disappointed. Think about it... what are the possible outcomes?

1. You get the deal, make your year and after the celebration realize that your pipeline for the

next year is empty!

2. You don't get the deal (ouch!), and not only are you in trouble for this year, but that pipeline

for next year is still empty. Even if the deal comes in Q-1, you're in trouble.

3. The deal gets delayed, you look bad for the year, your first quarter stinks, you get fired and

your replacement comes in and gets paid when the big deal closes (talk about adding insult to

injury)! But, they buy you dinner and say thanks!

So, what do we learn? Selling is a numbers game that demands consistency and discipline... you have to be active and make calls. As much as you might be "seduced" into thinking you have found an easy way... sorry, there is no easy way. As soon as you think "you've beaten the bank" or "fixed the game" think again, there are no short cuts or replacements for consistent activity. To be seduced by the big deal and thinking that you have found your way out of "the numbers game" is a mirage. Simply put, sales success is tied to activity and thinking otherwise is suicide!

I just spoke with my friend and asked how the "big deal" was going. All I needed to hear was "well it's kind of a long story..." and I already knew what he was about to tell me. Is the story about to be re-written by you?

Action Step: Create an activity plan for yourself with a daily call goal. Don't let a day go by that does not include activity designed to make sales. If you find yourself with to many opportunities, we can handle that! We'll teach you to close early and relish in abundance! But don't get behind the eight ball and think you can stop calling just because you've been "seduced by the big one!"

"...can I take a message?"

In the day to day of any selling career, we all make phone calls, many of which do not end up reaching the intended party. We're often confronted with the option of "can I take a message?". This often comes from either a a live voice (administrative assistant, secretary), or an electronic "gate keeper", some form of voice messaging system. The dilemma, "should I leave a message or not...?", is a question I frequently get from our clients. It's a question that deserves some thought, one that requires a strategy that will help us to be both efficient and effective, upping our odds to succeed while helping us to effectively manage time.

First, with people that you don't have an existing relationship with, you have two choices; leave a message, or leave no message. Sometimes it is appropriate and expeditious to just hang up, particularly when put into voice mail. Also, if you are working hard to contact them it may require multiple calls in a short period of time and we don't want to be arrested for "stalking"!

Your other option, leave a message, presents some other problems. When leaving a message in voice mail, most of us give out to much information, pre-warning the prospect of who we are and what we are trying to sell them. If you decide to leave a message it needs to be customer centric and compelling. It needs to focus on how talking with you will make their life easier or business better. You need to develop a short, concise and compelling message that is more likely to create the right impression ( Our "Dealing with voice mail" clinic will help you with this.).

When I say "create the right impression", it doesn't necessarily mean that I would expect them to call you back (although more likely than a typical message like "we have great quality"). Rather, with a compelling message, they might be more inclined to accept your call the next time you try to connect with them. Leaving several compelling and concise customer focused voice messages can actually work like advertising and helps to "soften the beach-head". This is part of building your voice mail "campaign".

I would strongly suggest, in the event that you are confronted with a live person that you not leave a message. First, they rarely write it down completely or correctly and second you lose the advantage of communicating with pace and tone in a written message. Always ask to go to voice mail where you can leave a message that is well thought out and delivered in a tone and pace that makes you sound like someone they would enjoy talking to (tough for you "mogul's of mono-tone!").

On the other hand, when leaving a message with someone you know, be specific (again, always ask for voice mail, much preferred over a hand written note), tell them exactly what you want and help them respond to you in a way that answers a question, rather than just asking them to call you back. I can't tell you how frustrating it is when people call me and just ask for me to call them back, without some explicit instructions as to what they want me to call them back for! My time is more valuable than that and so is the time of your customers/prospects.

Oh, and by the way, stop asking people to "please call me back.". First, it sounds like begging, and second, I think it is a little presumptuous for you to think they should call you back!  Instead, I would suggest you say "if this has interest to you I can be reached at 800-123-4567". It keeps you from sounding like everyone else and gives the impression that you are already successful and busy!

Following these simple strategies will save you time and make you more productive. They will also leave a much better impression on whoever you might be calling!

"Cold Calling Doesn't work..." (or does it!)

I was talking with a business owner (prospect) about how challenging it has been in their market to get new business. I asked if his sales team was making any cold calls and he responded by saying "cold calling is a waste of time, it's unproductive activity and doesn't work in our business"..."what we really need are more leads"..."my sales people are professional and an expensive resource so I don't want them wasting their time on cold calls"!

I've learned that arguing with someone about an "opinion" is equally unproductive, as well as not representative of our selling model. I wanted to suggest that I had a different opinion and that he had been sold a "bill of goods" by either lazy (lead dependent) sales people or a Marketing department looking for a bigger Marketing/Advertising budget (job security and better lunches from vendors!)

I had a prospect in front of me with "motive and pain" (opportunity) and wanted to argue, but quickly remembered what I teach and went into my "consultant mode". Rather than "argue and tell my opinion(sell)" I needed to ask questions or make "ground zero statements" that would allow my prospect to cast doubt on his thesis and essentially get him to "argue with himself".

So I started with:

"That's interesting, you've obviously studied your business and know what works..." (by suggesting I agree with his comments I remove any defensiveness from the situation). You're not alone I have other clients with exactly the same problem (third party reference, removes defensiveness, builds rapport).

"It sounds like your sales people are very busy and use their time wisely... I'm sure every minute of every day is spent on productive activity and they never have any down time" (never is hard to accept).

and got the response:

"Well, I'm not sure I'd go that far and frankly I question how busy some of them really are". "I have a couple of sales people who have low handicaps and expense an awful lot of golf".

and continued with:

"So in a sense, some of what they do is already unproductive..."

"Well of course I suppose that's true..." (movement)

"I would also guess that with all the leads you give them they appreciate what they get and close a high percentage of their opportunities."

"Oh yes..."

"And you have a system in place that can tell you the exact closing % of all those leads..."

"Well, we really don't keep track of every lead so I'm not exactly sure what happens to all of them"(weak sales management and accountability).

"And I'll bet they never complain that the leads aren't any good..."

"Oh, we hear that all the time, they whine a lot that's why I said we need more leads".

(It's amazing, sales people will tell you cold calls don't work and that they need more leads, and then in the same breath tell you that the leads the company provides are of poor quality. Remember "Glenn Gary, Glenn Ross"?)

Well, since you have suggested that they have some unproductive time on their hands (his words not mine), and since they complain about the leads they get anyway, maybe getting more leads is not the answer... maybe the answer is helping them do a better job on the leads they have and put some of that unproductive time into making cold calls.

"But I told you cold calls don't work..."

"Yes, and you didn't want them to waste time, but now you just told me that your sales people have some unproductive time on their hands when they are essentially doing nothing".

"Cold calls don't work well, but they do work! They are a low percentage activity, but need to be part of the equation. I guess you can let your people waste their unproductive time doing nothing, or have them use their unproductive time on an a low percentage activity that will probably work better than doing nothing".

Would you be open to a discussion on how some of our other clients have resolved this issue (third party reference)...

Now, that's the end of the story and you may be asking why I told it. There are two reasons... first, a demonstration of "the art of persuasion". I am faced with this exact situation on a regular basis when I talk with people about cold calls (sales people and company management). My response is well crafted and practiced... something you need to do for the objections you will face in your business.

Second, cold calls work, but are appropriate only after you have done all of the other "high%" prospecting activities that we teach in our program. Most sales people are looking for people like me to tell them that "cold calling doesn't work". Sorry, I won't do that because I know better. You may not like them, you just have to do them. There are unpleasant aspects of every job in life and in sales prospecting is one of them.

Action Step: Next time you are on a sales call (already spent the time and money to get there), think about walking next store and asking for the name of the contact you usually work with. The worst thing that can happen is you will get the name and address of a company you can "nurture market" too. Funny thing... someone may just want to talk with you!

"Could you send me some literature??..."

...I love this one! The worst part is many sales people actually send it, when often it's nothing more than a polite blow off. I'll give some perspective on this request that will help you get more control of what you spend your time on and help you identify who you should really send literature to.

First, let's define what literature really is and then determine the best way to use it. Literature is a marketing tool, not a selling tool! Let me repeat, literature is a marketing tool not a selling tool! What I mean by that is literature should be used to maintain awareness (leave behind after the call) or as a way to make impact quickly on a large group of people to flush out prospects (mass mailing) and create selling opportunities.

Literature should not be used as a crutch in a selling situation when a prospect has shown "interest". Pulling out a piece of literature on a sales call will focus the prospects attention on the "piece" rather than on their problems. A request for literature on the telephone will often have the sales person do nothing more than "lengthen the selling cycle" by sending it and forcing an additional follow up call.

As I have mentioned a request for literature is sometimes a blow off but it may be a request driven by real interest. Let's create a response that will help to "filter" out real interest from no interest. The key here is to not send literature but get more information.   

Try responding with:

"Thanks, I'd be happy to send/get it to you, was there something specific you were trying to find out."   or

"There is a lot I can send you were you looking for something specific?"

A "real" prospect will have a specific answer identifying what they have interest in. The "impostor" will usually respond with "nothing specific, just send what ever you have". Suddenly, by using a selling tool (question) rather than a marketing tool (literature) we might find out what they are after and have a discussion (face to face) or make an appointment (telephone call). Both of these situations have us moving the sale forward, or making an "advance". If, on the other hand, they have no specific interest at this time you could always send or leave literature as a leave behind awareness piece, aka marketing tool.

Next time you get the request "send/leave literature", create a "filter" that will  help you determine "prospect or time waster?" Bottom line, you'll stop wasting time and shorten your selling cycle!

How do I get around purchasing?

Now that's a great question, and the right way to think! Not always, but more often than not, the purchasing department might better be described as the "sales prevention department". Ironically, many sales people fall into the trap of "believing" that they must call on purchasing first to be able to get into new accounts.

Following this course of action is often flawed because many purchasing departments are just part of the strategy companies use to keep sales people out. Or, at a minimum, to get them to think that a "low price is the only way to get the business". As long as you continue to call on purchasing, and be controlled by their buying process, you will be functioning in a system that is designed to defeat you.

First, in order to develop a new behavior that will get better results we need to establish a new way of thinking. That includes changing the way we think about purchasing departments. The reality of the situation and the new belief you must adopt is the following: Purchasing departments do not make decisions, they implement decisions that are made by other people.

I frequently get "push back" when I make this statement in programs, but I would ask you to think about it. Most of the time purchasing gets a directive from some other department in the company on what to buy and then they go out into the market and implement the decision that was handed down to them. If you ask them "are you the decision maker (bad question BTW)" they will always say yes. However, they are usually carrying out an order they were given. This in no way recommends that you should "never" call on purchasing, but asks that you change the way you look at how decisions are really made within the companies you call on.

So, now that we understand the need to get around purchasing (oh, I can hear people freaking out), how can we make that happen? In future posts I will reveal what really drives purchasing and what to talk about with purchasing departments/managers. However, today I would like to reveal a strategy that will help you get to the real decision makers. Most of the time, when you ask purchasing who you need to call on in Engineering, Information Systems, Marketing, Human Resources, Brand Management, etc. you will be "stiff armed" and told to "just call on us". We already know that is a dead end strategy.

So, where do we go and how do we find out who to call on? Do you know, that in every company you call on there is a department that you will never be screened from and will welcome you with open arms? Yep, there is,it's called the  "the sales department". Any company you will ever call, if you ask for "sales", you will never hear "are they expecting your call" and will never be screened out. You will always be put through, immediately.

Now, once connected to sales, who will you be confronted by? Some surly gate keeper or purchasing agent... of course not. You"ll be connected to a sales person just like you, who can help you find out who to contact. Tell them you're in sales just like they are and ask them "if they ever find it difficult to get through purchasing departments to the people they really need to talk to". They will say "of course" and then tell them if they would be willing to give you a little help, you will help them overcome that problem forever! When they ask you how, first ask them the name of the people you need to contact... most of the time they will tell you. Then tell them, t"o get rid of the problem do exactly what I just did and call on sales".  In essence, you have just demonstrated the tactic and  created for yourself the results they are looking for.

Unorthodox-ed, yes, scary, maybe but productive...absolutely. Will it always work, no, and it doesn't have to. If it works 20% of the time I just got you 20% more quality contacts and  what would that mean. If if you are calling on more quality contacts you will get more business. Try it... what have you got to lose?

How do you get through purchasing... stop calling on them!

Call me in a month...

You're prospecting on the telephone and your prospect say's "...call me in a month". How many times have you heard that and worse yet, how many times have you said O.K. From experience, you already know that most of the time when you do call back you often get the same response, "...call me in a month"... and on and on!

Part of succeeding in sales is identifying what doesn't work and trying to develop a strategy that will give you better results. It doesn't mean that the new strategy will always work, but certainly get better results than you are getting now. Selling is a percentage game, always work to raise yours!

When asked "...call me in a month", let's think about what that means. Unfortunately, most of the time it means "I have no interest" but your prospect knows that if they tell you that, you'll bring out your best objection handling skills and they'll end up in a big arm wrestling match. So, they lie (I know, hard to believe). Or, there may be a legitimate reason why they say that.

So, with those two choices what could we say to improve our percentages?? First, let's say we'll be happy to call back in a month... and then ask "was there a reason you picked a month"? They need to have a legitimate reason and if they don't you might want to ask "do you really want me to call.

If they say yes, or have a legitimate reason for you to call why not try this:

   "Instead of calling you back why don't we set up an appointment now and I will call you to confirm".

Get them to set the appointment for a month from today and you will be surprised at how many more appointments you will get.