There are many tough aspects to Sales and the act of selling within your business. We can become demotivated due to a lack of progress, continual rejection, and a confusion of how much time and resource should go into sales activities. This can be magnified when you are managing a team of people where Sales is a considerable part of their function within the business. So, how are we expected to keep pushing forward with a positive mindset and a high-energy approach!?! Listening to experts talk about a positive mindset can be the type of talk that sends a business owner over the edge and into bouts of depression, denial, or manic stress.
In my experience building a framework for your sales process is the foundation that all goodness springs from in terms of revenue growth. Having a solid professional approach to your sales cycles will keep you on track and help you keep your actions efficient. But, what about effectiveness? Being effective is the number one target, and in terms of sales our scoreboard is revenue, or number of new clients, or deals completed. So how do we maintain our focus and keep pushing forward when the results are not materialising?
For me, my first experience of manic stress in relation to sales was when I was a Sales Rep for the first time. I felt like I had no idea how I was going to get a meeting, or where I was going to target, or even what I was actually selling at times! No one wanted to see me, take my calls, or listen to the value I could offer. It was a frustrating time, and since I had no experience to draw on, all I could do was take advice from colleagues around me and press on. It was tough. I became mentally and emotionally exhausted, and if it wasn’t for some good support and a few lucky breaks, I don’t think I would have lasted six months.
In the ten or so years since then, I built up my sales capability to the point where I have led sales teams, and now educate in the area. It is amazing to write this article and look back at what the act of sales used to mean to me compared to how I approach it now. There are several ways a sales process can be set up to build a sustainable flow of revenue. However, there is one key mentality which has helped me to push forward with optimism and gain results for my businesses and my clients.
Never register a No
There are many things I have been called in my life (insert joke here…) But, seriously, one thing keeps on popping up, and usually it comes from my prospect partners and prospect clients. Persistent. I love this, as they always mean it in a complimentary way and do not associate my persistence with any form of annoyance or irritability. It is a term of endearment as they are thankful for my persistence. Otherwise we would have never been able to connect and understand how we may be able to help each other. The importance of persistence is beautifully articulated in the book titled Grit – The Power of Passion and Perseverance, by Angela Duckworth. Here we understand how persistence plays a huge role in determining one’s ability to succeed in any activity we undertake.
Beyond persistence a key learning I developed was that when we are selling a, we tend to refer to our work in black-and-white terms. Did you get the sale? Yes/No. Did you get a meeting? Yes/No. Are they interested? Yes/No. Was it a good call? Yes/No.
Unfortunately, we end up with many more No’s than Yes’s, and this links to the feeling of failure and dejection. My heart sinks thinking about this feeling, and that people are experiencing this daily. The answer for me was to change my perspective. To turn the tables on the whole scenario and to take back control of the scenario.
I started to see that there was a big spectrum between “yes” and “no”. There was more to the situation, and to the relationship building process. No matter how abrasive or abrupt a prospect may be acting, I didn’t automatically write the contact off. I didn’t see it as a flat-out NO. I started to think in terms of “Not Ready”. Please allow me to explain.
The more experience I gained in business the more I begun to understand the importance of timing. It is often the case where the solution you are providing (i.e. the product you are selling) is being offered at the wrong time for a client rather than it being the wrong solution. The contemporary consumer (B2C or B2B) is time poor, usually mentally stressed in some way, and has little patience for information that is not relevant for them now. So, if this consumer is being approached at the wrong time, then it is safe to assume that the approach will be backhanded swiftly and brutally. At this point, I do not accept a “no thank you” response. I do my best to investigate what is happening in the person’s business or life, and ask as many questions as I can without prying or agitating. I also tend to slip in a comment along the lines of “not now? Great, when would be better”. If this is not appropriate, then maybe it is a matter of saying “Great, I’ll drop you a line in six months or so”. By doing this I am keeping the dialogue alive and continuous. There is no “no”, there is only “not ready”.
I have chased contacts for years to finally gain a meeting. This however, is not the truth. I am not chasing anyone, I am simply connecting, re-connecting, and keeping the dialogue alive. Sometimes prospects end up selling to me, or becoming friends, or end up being a valuable part of my network. I know this sounds a little insane, but trust me – when you are doing this with over one hundred prospects all at the same time you start to see results. Not only are you going to get lucky with a few people when your timing is perfect, but you are also building relationships that will give you sales opportunities well into the future.