If you happen to believe that you do not really need to practice and prepare for sales calls—good luck, as we see this equivalent to “hope is not a strategy”.
On Monday we presented the idea that for practice to count- that is- for it to pay off in the end — it is critical to practice the right delivery approach, from a variety of possible prospect reactions and responses.
Too often, people go in with one approach and one intended (practiced) method to get the sale. The problem is that there is at least one other person in the room, and perhaps several, which will ultimately change, add to, and challenge getting to your intended end (the sale). And this is where most people fail. They fail to think through, prepare for and practice how they will respond to prospect objections, questions and issues. Knowing your ideal outcome is great; however, we find that there is a fair degree of adaptation required to meet a prospect’s needs and interests, and to close the deal. So if you are only practicing for your ideal- you run the risk of loosing the sales opportunity.
Here are 2 key techniques to help you practice so that it counts:
- Build (by imaging and experience) the various situations from the prospect’s point of view and develop responses to each of them—not just your ideal. This reflects your preparation around their concerns, questions and push back to give them “options” to work with.
A. Actually role-playing these various buyer / seller interactions will greatly help you respond more thoughtfully and naturally - Evaluate your sales calls as a discipline (regular practice), noting:
A. What went well and as expected
B. What could have gone better, and
C. What to improve in your approach on the next call – then do it
Evaluate not only why you lost a sale, but also why you won a sale. There is powerful and important learning that can be derived from both.
Copyright Kubica and LaForest 2011
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