"It sounded funny when he said it, and then I began
to think about..."
Recently, I was on a call with some fellow coaches. We were
talking about our industry and some of the challenges and opportunities we have
in bringing value to our clients. Since sales coaching is one of our premier
offerings, the subject inevitably turned in that direction -- and that's when
our facilitator said: "Sometimes I think people forget what they're
selling."
It sounded funny when he said it, and then I began to think
about the possible truth represented in that simple statement. In spite of our
knowledge, and sometimes years of experience, is it really possible that, at
least to some degree we can forget what we're selling? Can we stand so close to
our product or service that we lose touch with what it really is and the value
it brings to our customers and clients? Be careful before you answer.
Now I'm not saying that we develop some sort of amnesia in
regard to something we supposedly know like the back of our hand. But, I do
believe we can lose touch with the true value of what we sell, and in turn,
lose some of the effectiveness we have in selling it. The problem is the
decline comes so gradually we probably fail to notice its symptoms.
On the other hand, the results can be very noticeable.
Declining profits, lower performance, indeterminate sales cycles, and a sudden
increase in excuses are just a few of the unwanted results. So, what's really
happening here? What is being lost or forgotten? Here are four areas we might
consider:
Products: While it is an essential and
reasonable expectation that we know the products and services we sell, there
are a couple areas here in which we can become forgetful. As we become
increasingly more comfortable with the product or service, we can also become
increasingly more complacent. Our original enthusiasm for, and belief in, what
we're selling can be replaced by a mechanical and uninspired explanation. We've
said it so many times we're in danger of becoming a walking brochure. We can
also become heavy on the features and light on the benefits. There's no quicker
way to be placed in the commodity bin, than becoming a "feature
creature". Solution selling is always in the benefit.
Process: It's easy to forget that
solution-based selling is a process. I'm always amazed at the number of
salespeople who really have no process -- at least not one they consistently
and predictably use. Oh, they might start out with something they learned in
training or from a book; but when comfort and complacency begin to show up,
process can become conspicuously absent. Short-cuts, over-talking, and a high
degree of frustration move in, and predictably sustained success moves out. The
process doesn't have to be complicated, but it should be consistent.
People: We must never forget that regardless
of the size of an organization or transaction the path to sales success passes
through the people gate. With unique personalities, dispositions, fears, wants,
desires, and more, people are the real key to our success -- like it or not.
When we lose sight of this important fact and adopt a one-size fits all
approach to people we commit malpractice against our business, our employer,
our bank accounts, and every serious sales professional. Don't forget it!
Purpose: Sales is a tough profession. If it
was easy, everyone would do it. Repeated rejection can shake even the strongest
resolve to its core -- unless that resolve is rooted in a strong purpose or
why. When we forget that purpose or worse yet, never define it, we're allowing
discouragement and disillusionment to gain a foothold in our thinking and our
corresponding actions and results. Let's not forget to firmly plant our purpose
deep enough to weather the storm, but prominent enough to be seen as a constant
reminder to the commitment we've made.
So, if our sales success is not at the level it used to be,
or at the level it ought to be, chances are we've forgotten what we're selling
-- particularly as it pertains to products, process, people, or purpose. Maybe we should remember to look there first.
About the Author: Terry Crouson is the
Owner and Head Coach at Silver Coach Solutions, LLC and is currently doing
business as The Growth Coach of West Metro Detroit. He is
dedicated to helping business owners, executives, entrepreneurs, sales
professionals, and self-employed professionals find their way by finding their
why. He is a highly respected business coach, speaker, facilitator, and
community builder. Terry is certified in the Strategic Mindset Process, and is
also a DISC Certified Behavioral Consultant.
