The good news is that most entrepreneurial managers know that their only solution to this economic mess is to drive hard on the revenue line. The bad news is that many of these same driven entrepreneurs have trouble distinguishing effort from effectiveness.
Theirs is the common cry of "Sell harder!" "Harder" implies that better results must come from more effort. The logic is that if we just make more sales calls, send out more e-mail blasts, refuse to take "no" for an answer, that all this activity will produce higher revenues. The sad part is that this is a costly delusion, one that confuses process with technique, well intentioned effort with much needed results.
Previously we talked about structured selling and how this process can be used to significantly enhance the probability of sales success by focusing on and measuring improvement in each one of a buyer's decision steps.
Within each one of these process steps there are a myriad of tried and true techniques that can and should be employed. Successful use of these techniques allows the process to take the traditional model of a sales funnel with its inherent diminishing flow and turn it into more of a pipe. In a pipe virtually everything that goes in at the top (e.g. leads) comes out at the bottom (e.g. sales). This is the goal for sales efficiency. Efficiency is the result of technique effectiveness inside the process steps.
Unfortunately, many mistakenly apply the concept of technique improvement only on that stage of a sale known as "the close." In the not too distant past, there were a number of providers of training tapes, films, books, seminars, etc., that provided "guaranteed sales improvements" if only one adopted their closing "techniques." These techniques had names. From the "puppy dog close" to "the yes list" to the "Step on their neck" approach, all were founded on a planned manipulation of a victim, namely the buyer.
Most people with half a brain could quickly discern that these techniques always worked in their staged environments and the real world never resembled the stage. In addition, most folks truly resent being manipulated so how do you convince a resentful person to buy your product or service.
Obviously, you can't and don't. So, while this branch of amateur selling still does exist, most recognize it for what it was -- good money for the original producers of the films, tapes, books, etc., but of little use today.
The key to successful selling is in understanding the very real role that fear plays in any purchase decision. Whether it is fear of the dishonesty of the salesperson, fear of being unable to afford it, fear of making a wrong decision, whatever the source, until this is addressed a favorable decision will not be made.
So the goal of every professional salesperson is to identify this very real concern and then position his or her products or services as a solution.
Fundamental to this approach are enhanced interpersonal skills such as active listening and understanding of communication styles both underscored by in-depth knowledge of the product.
But the most important component in the success of this approach is the unwavering belief on the part of the salesperson that what he is selling is critical to the success of a particular customer. It is this belief and the way it is received by a customer that lays the foundation for sustainable selling success.
John F. Riddell Jr., director of the Center for Entrepreneurial Growth-Hamilton County, writes every other Tuesday about entrepreneurs and their impact on companies and the marketplace. Submit comments to his attention by writing to Business Editor John Vass Jr., Chattanooga Times Free Press, P.O. Box 1447, Chattanooga, TN 37401-1447, or by e-mailing him at business@timesfreepress.com.