Would you agree that most sales processes be them 3 step, 5 step, 7 step or even 12 step focus on the prospect or what I prefer to call the potential customer? Given that everybody is focusing on the potential customer and that probably 50% to 80% of all sales targets and goals are not met, would that not suggest a different focus is required?
What would happen if you as a sales professional focused on your behaviors that the person across from you is reacting and seeing? Possibly, you may need to adjust your behaviors (sales skills) and this begins by adjusting your beliefs.
For example, your potential customer expresses a desire and does not call back. Instead of thinking about why the person has not called back, what actions (behaviors or sales skills) are you demonstrating? Are you taking the time to follow up not only with an email but with a phone call?
Currently, I am working a potential qualified customer through my marketing/selling tunnel (yes tunnel and not funnel). To move the potential sale forward, we are waiting for a key decision maker to take action. This individual is very busy as he is the very top management level for this international organization. The last conversation indicated action would be taken within 5 days. When the 5 days came and went, I waited an additional two days before sending an email letting my contact know that action has yet to be taken. Then I followed up 2 days later with a brief telephone call because emails can be delayed to deleted.
My behaviors are focusing on what can I do to move the sale forward and not blaming the potential new client for not taking action. During this time, I am demonstrating the desired behaviors that all sales professionals need to take to truly earn that coveted role of being the trusted sales adviser.
Possibly, part of the reason that sales processes focus on the prospects is because it is much easier to point the finger at others than at themselves. The "ain't my fault" attitude is quite prevalent in sales even though there is enough research that shows most sales professionals are, quite honestly, lazy. There I said it. Here is another example illustrating lazy sales behavior.
Recently, I received a phone call from a car salesman who by industry standards is exceptional. He sold 25 to 30 cars each month prior to the financial collapse of the late 2008 and early 2009. Now, he wants to know how he can secure some quick results. During our brief conversation, he revealed the following:
He currently contacted or touched existing clients 2 times a year
He had no current prospecting activities
He did not even know about service organizations such as Rotary, Kiwanis, etc.
He relied on the dealership and past customers for sales
No wonder he now is only selling less than 10 cars per month because he has been lazy and complacent. To take action now requires some effort on his part.
When I suggested that he connect with local service organizations to provide a speech on Lease versus Buy or The Top 7 Service Repairs To Keep Your Car Humming, his response was "That is hard." Yes, it is hard to do things that you never have done before. The hardest thing is to change your belief. Sales Coaching Tip: For sustainable change, you must change your beliefs before you change your behaviors.
If you, as a sales professional, are experiencing the inability to increase sales, reduced conversions and the inability to achieve sales targets, then look to your own behaviors instead of the behaviors of your potential customers as well as existing customers.
