How many times have we heard someone say, ‘It’s a sure thing; a no brainer’? Too often, in my opinion. The only sure thing is a signed contract, or pre-work deposit. However, many sales people approach a prospect with the idea that it’s already a done deal.
There’s real value in taking a look at where this belief comes from. It comes from some sort of training. Either their sales manager tells them that everyone they meet is a potential client, or they take a class/webinar where they are given the magic process that just can’t fail.
Let’s take a closer look.
Sales Managers
These are people whose job it is to encourage their team to get out there and make sales. They’re sort of wired to believe in the possible. Many times, they teach their salespeople that all they have to do is be clever enough and communicate effectively enough. They have the viewpoint that if the sales person does a good enough job they should be able to sell the product or service to anyone. The sales processes that are then used by the sales team are based on this belief.
The results are these: When the sales person is out networking, he/she looks at everyone in the room as a potential customer. He talks a lot about his product or service and asks fishing questions. He’s using his ‘skill’ to help the other person see the opportunity in front of them. Unfortunately, this tactic usually has the opposite result. Instead of making a sale, the salesperson leaves a bad impression.
Since we only get one chance to make a good impression, that can be fatal. The sales person misses out on building solid business relationships. They fail to connect with others. And they develop a reputation for being pushy, intrusive, and only interested in themselves. That’s not going to lead to sales.
If they get the chance to have a meeting with a prospect they don’t listen intently to what the prospect is telling them. Because they believe it’s a ‘no brainer’ they don’t see a need to ask questions or spend time getting to know who the prospect really is. The danger here is huge. Sales people who can’t provide a solution that is directly tied to the situation the prospect is experiencing will find they can’t close the deal. The arrogance of believing it’s a ‘no brainer’ leads them to provide baseless quotes or proposals. Once again, this viewpoint doesn’t lead to sales success.
One of the saddest parts of this is that the sales person continues to be in the dark about how his beliefs and behaviors are directly responsible for his lack of results.
Classes/Webinars
It feels like there is a significant increase in classes offering foolproof, no brainer methods for acquiring clients. If you’re on LinkedIn you’ve most likely received multiple connection requests that say the exact same thing. The connection request usually includes a message telling you that the person gets her clients a number of quality leads a week.
Unfortunately, these folks don’t realize they are all sending the exact same message to the exact same people. When someone receives 3-5 identical connection requests in one day they quickly determine that they are being spammed.
The class or webinar was marketed as a no brainer method for gaining clients. The presenter provides the attendees with a foolproof system for finding and connecting with prospects on LinkedIn. Okay, their program might work for different people in different industries prospecting to different target markets. However, they usually market their course to a niche audience. The attendees leave with a ‘no brainer’ system that backfires dramatically. There’s no authenticity, no meaningful outreach, and therefore, no real opportunity for connection. When they can’t connect with their audience they can’t sell to them.
To add insult to injury, they lose their opportunity to explore whether there is the possibility of building a business relationship.
In both of these examples, the salesperson burns bridges instead of building them. Remember, you only get one chance to make a first impression. So, what are sales people to do?
First, and forever, let go of the idea of ‘no brainer,’ ‘slam dunk,’ ‘sure thing.’ They don’t exist. And the sooner we accept that as reality the sooner we can develop a sales process that actually works.
Second, realize your best behavior is attentive listening. The opposite of a ‘no brainer’ is an ‘I don’t have any idea.’ Go with it! When you don’t have any idea whether the person you are talking to has a need or desire for your product or service, the only thing you can do is listen to them. Learn about them, who they are, what they need, how they decide. As you listen you can figure out whether you can, and want to, work with them.
Third, respond only to what you hear. When you listen attentively you hear the truth. That’s what you want to respond to. If you provide a solution based on what you THINK they need, or what you WANT to sell them you will miss the mark. And remember, everyone you meet is NOT a potential client. Some of them are great connections, others are wonderful resources, and some are total dead ends.
When you let go of the ‘no brainer’ unicorn you will increase your effectiveness and improve your results. Do the work; make the connections; embrace your curiosity. These are the keys to your sales success.