CSR Number 5: Adopt a Sales Process or Live in Mediocrity! September 20, 2011Posted by Tom Schaber in Business Owner, Cold Calling, Leadership, Prospecting, Sales, Sales Issues, Sales Management, Sales Process, Small Business.
Tags: CEO's, Income, Mediocrity, Objections, Sales Techniques
Someone close to me mentioned that my writing style is too in-your-face. It may be that “living in mediocrity” is a tad on the direct side, yet is it really all that bad if you are really driven to achieve and generate a healthy income? I’ve told this story before but it is worth repeating. I was having a networking breakfast several years ago with a gentleman. Since I’m always on the lookout for good salespeople I asked this person what he wanted to earn annually. He said, “oh, I guess, somewhere between forty-five and fifty-five thousand”. Bear in mind this is for a sales position! Sales!
Let me bring this back into the perspective of the title. I strongly believe that salespeople will never generate 6-figure incomes unless they use a sales process during their sales calls. Will my breakfast buddy make more than $55K with a sales process? If he doesn’t want more than fifty-five then I doubt it. Salespeople (everyone for that matter) need to create a goal income. Without it people have a lower sense of what they are worth, they will be satisfied just taking a job, they will have no sense for reaching lofty goals.
Would you hire a lawyer who knew law but didn’t really understand legal proceedings or jurisprudence? How comfortable would you be with a plumber if he or she showed up with a 6 inch thick book on common household plumbing repairs? Every individual attached to a profession has been schooled in the steps, processes, techniques that provide the professional with the knowledge to deliver the service to their client or customer. Then why wouldn’t a salesperson, sales manager, company owner want the same thing for the sales organization? This is a Duh!
I’ve worked with salespeople who make a sales call like they’re shopping for groceries without a list. Strolling down the aisle picking up items that look good, making impulse buys based on nothing more than emotion. Yet companies hire these kinds of salespeople. Don’t ask me why. Maybe they’re cheap, who knows.
Opening a face-to-face sales call, responding to a Request for Quote, handling objections, qualifying a prospect can be orchestrated based on specific principles that apply to those situations. Good salespeople don’t just “wing it” when they are faced with objections. They call to mind a method that deals with how to handle an objection and then implement a technique. When salespeople do this they are using a process!!! If this makes so much sense why don’t salespeople adopt a process? I’d give one month social security for the right answer!
Companies assume that the newly hired salesperson knows how to sell; they are OK with turnover if the first three reps don’t work out; they figure that they can survive with a “cheap” comp plan. CEO’s, company presidents, sales managers do not understand that investing in a sales methodology or process nets more sales. (The caveat here is that whatever training is done needs constant reinforcement. No reinforcement equals waste of money.)
Do you have the feeling that I am passionate about this? Salespeople need to be that passionate! Learn a sales process!