Weapons For Sale
If you are in any way responsible for sales coaching field
sales professionals, then here is probably the single best information you will
ever get for growing your corporate sales. One word - Prospecting.
For over 30 years I have been training field sale people. I
work initially with their sales managers, sales coaches, whatever the title.
One thing I have learned is that everyone is very well trained in selling
skills, but few, if any, are trained in Prospecting skills.
So what happens when sales begin to lag or volume isn't
growing? They conduct sales skills training once again!
A few weeks ago I lead a 4 hour discussion with a group of
sales trainers on the East coast.
The focus of the discussion was the fact that most of their
client company sales people aren't using their selling skills training. What
these folks do is continue to call on their existing client base. Which, of
course, is a great way to maintain their customer base.
However, without adding new customers, the only sales growth
they experience is based on the re-orders from their existing customers. Which
doesn't require selling skills.
The folks in the audience had done a study to see how their
selling skills' training was affecting sales growth. They found that the growth
was a little over 10% but was due almost entirely to the growth in
re-orders from existing customers. Virtually no new sales
growth. No need for sales skills at all, the field sales force was actually
functioning in a customer service role.
My focus, as you know, is on that very small, but critical
skill of Field Sales Prospecting. And Prospecting on a regular basis all the
time.
My continuing motto goes like this.
"If you were to make 6 four minute Prospecting calls
per week, that is, 240 Prospecting calls per year, how would that affect your
sales life?"
That is why I developed my Prospecting System since it must
fit seamlessly into the day of a Field Sales Professional.
This format provides a lot of benefits to the salesperson.
First of all, it makes Prospecting easy, since it is only 4 minutes in
duration.
Second, you get a lot of Prospects at the right pace. Some
companies use what they call a sales blitz once or twice a year. They get a lot
of names, but seldom follow up on them. I have seen this happen dozens of
times.
Third, considering the correct pace of getting Prospects
again, people buy at different times. We in sales never know when someone will
be ready to buy, so we need to have a lot of folks in our system. Some will buy
soon, some a little later, some a little later still, some into the future,
etc.
Fourth, some Prospects are really bad to work with, make
life miserable and can cost more than they are worth. Unless you are a glutton
for punishment leave these folks for your competitors. You will have so many
Prospects that you can choose who to work with. What a great feeling that is.
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