What if you never had to hear the word “no” as a salesperson ever again? What if your ongoing efforts and client interactions consistently yielded potential opportunity? Maybe I am dreaming but what would it take to guarantee that each and every sales call produced positive client interaction while cultivating a sustainable relationship? Read on for valuable insights that may bring this vision closer to reality.
I grew up selling copiers and fax machines in an industry Fueled by relentless cold calling and ruthless closing tactics. I was taught early on to quickly identify pain points of prospects, assess the likelihood of doing business and get the hell out of there if the potential of an immediate sale was not imminent.
One sales manager put it all in perspective by explaining that statistically, in our industry, 100 cold calls produced 8 presentations which in turn yielded 4 demonstrations from which 1 person would finally buy. We lived and died by this mantra.
It was all a numbers game and to avoid the spiral of negativity from constant rejection I created my own way of playing and rules for engagement. For the purpose of example let’s say that the 1 sale in every 100 calls was worth $100. By my play book this meant that every call was worth $1 and rather than going away empty handed I actually made money for my effort. By approaching each call thinking that each one was contributing to a sale-they all became a part of my success.
As I matured in my sales ability and the age of consultative selling dawned, I became a servant to my buyer’s cause. As my approach evolved so did my income. After years of learning from my customers and practicing and refining my approach I came to the realization that there are multiple entry points to every organization which determines the type of opportunity that awaits and the timeframe for investment. It became apparent that rather than focus on looking for problems I needed to seek to truly understand and put myself in my clients’ shoes. If no problem arose, rather than high tail out of there I instead cultivated a need.
Upon obtaining my coaching certification I quickly realized the potential we have in coaching prospective customers through their journey as decision makers-taking them by the hand from the moment of awareness through the actual investment. Connecting with prospects earlier on in the sales cycle resulted in the ability to identify where they were in the buying cycle, fall in step with them on their journey and foster a sustainable relationship in which to explore and cultivate future sales potential.
Consider the model below which helps identify the multiple entry points to start the customer relationship. With a focus on your buyer’s mentality opportunities will emerge for you as a seller to cultivate a need for investment as you become a true servant to their cause.
CUSTOMER ENGAGEMENT COACHING MODEL
It is up to you, as a salesperson, to determine in which step to engage your client realizing that cultivating sustainable relationships takes time. By applying this model you will ensure the likelihood of engaging your potential buyer early in the sales cycle and understanding how, when and where to tap the potential of a sale. As their trusted advisor you will walk hand-in-hand towards change and silence your competition in the process!
Marian Janes is a senior coach and facilitator for BCI who is passionate about helping people discover and apply their core potential. She loves to help them make progress towards their vision by inspiring and encouraging them to discover possibilities in their business and personal lives. Her biggest joy is to take them through a creative process that helps them unleash their personal and professional potential.
