Second PlaceOne of the characteristics almost universally shared amongst our newsletter subscribers is that you don’t lose well!  We think of this characteristic as a quality worth having. 

How about that frustration level when you learn that you’ve earned second place?

We recently had the privilege of sharing the stage with Cary Mullen, World Cup Downhill Champion and now an awesome motivational speaker (www.Carymullen.com).  If you can picture this, an ageing (and widening) insurance guy on the same stage with a world class champion athlete who reached an extraordinarily rare level of success and excellence – but at least I was to go on second!  I couldn’t wait to compare my experiences with that tough prospect call after Cary told us what it was like to travel downhill at 97 mph (yes, this still stands as the fastest speed ever recorded on skis) – but I digress.

What was interesting was the number of parallels that Cary and sales professionals experience.

So, here’s our take on a couple of those parallels:

Excellence in sports and business requires:

1. Proper identification of objectives of all of the parties involved.  Are the objectives clearly defined? Are they meaningful? Are they measurable? If the objectives are not clear, can you define them for yourself, your team, your client or prospect?  Can someone else, like a coach, help you with this process?

In the business world, without clearly defined objectives to achieve, the prospect must generally decide on the single dimension of price rather than the terrific products, services and commitment you are offering.

Your assignment: Identify three business objectives for each of your most active prospects.  That’s three in addition to “we want a great product and a great price and great service”.  Communicate with your prospects and reinforce their business objectives and, if appropriate, put the objectives in writing.  Your job is to demonstrate to the client that you will surround them with your own energy, expertise and creativity to achieve the objectives. This is the base line from where excellence emerges.

2. Having an effective feedback mechanism to determine where improvements and even course corrections can be made.  What feedback method do you employ during the beginning, middle and conclusion of your sales process?  As a downhill skier, Cary explained that during a run there are at least six exacting split-time measurements via Swiss technology, four observant coaches, immediate knowledge at the bottom of the hill and you get to see the video later (again and again…)  and that’s for a single two mile run!

For sales professionals, feedback at the beginning of the sales process is typically easily understood and measured i.e. the number of outbound contacts, the number of prospect appointments, the number of proposals in process, etc.

Feedback at the end of the process is really quite simple.  Did you get the order or not? Yes or No.  Now that’s what we call immediate objective feedback from the prospect.
For the middle of the process, feedback can be a bit more subjective.  For example:

* Is the buyer enthusiastic about hiring you?

* How do you gauge this enthusiasm?

* Is there energy evidenced by the prospect’s activities in working with you?

* Are there any “no buy” signals?  Here are a few that we’ve experienced:

 

• Slow to respond to required information

• Difficulty in scheduling follow-up appointments

• Avoiding person-to-person telephone conversations

• Is contacting you through email only

• Returns your calls during non-business hours

• Lacking identifiable specific objectives

• Shielding you from decision makers or decision influencers

• Canceling / postponing meetings or conference calls

• Unreasonable requests for additional product or service options

Your assignment: This one is really a gut check. Are each of your prospects energized about working with you now and in the future?

There are always additional factors that determine your chances of winning; we’ll expand on those in future newsletters.

If you have other examples of “no buy”, we’re always happy to hear from our subscribers – please contact us at tom@redmondgroupinc.com

Lastly, what a happy accident meeting and presenting with Cary Mullen – when you need a motivational speaker for your company, we know a guy that will deliver!

Best wishes are flying your way,

Sales Coach Newsletter is a product of Redmond Group, Inc.  We are specialists in the systematic process of developing and retaining new business.  We design sales and retention process maps and unique measurement tools to track progress to meet business objectives.  We conduct in-house workshops, individual and sales team coaching, Webcasts and assist with product launches.
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Redmond Group, Inc., 43 Frost Circle, Middletown, NJ 07748
732-957-0005, tom@redmondgroupinc.com