Here is the challenge you are addressing:
Many lower third sales producers believe that "selling" is making a sales presentation. Once they have given the presentation... their work is basically finished. Whether the prospect buys... that is up to the prospect.
Your salespeople will quickly tell you how they give an effective presentation. But if you have earned their trust and you patiently listen, you will hear indications that they believe the actual work of selling is giving an enthusiastic presentation by:
And after they finish the presentation (which may or may not include a call to action), well... then it's up to the prospective buyer. As a salesperson, they've done all they can.
Let me ask you, the sales manager or business owner: After your salespeople deliver a good presentations about your products and services, have they done all they can to persuade prospective buyers to say YES?
We would all agree that understanding the product or service is the foundation of a prospect's buying decision.
And yet you have seen sophisticated prospects who do understand exactly what your products or services are and how they will benefit… and yet the prospect still do not make a buying decision.
How do you explain that?
The challenge is the underlying premise of your lower 1/3 salespeople:
Educating a prospective buyer is the same as persuading that buyer to make a buying decision.
Is that premise true? Or can prospective buyers fully understand the value proposition, have all of their questions answered... and yet still not buy?
It is important for you, the sales manager or business owner, to know that the presentation just one part of selling and that most of the "selling" often takes place after the presentation.
The evidence of this truth is on your sales production chart. Many of your lower 1/3 sales producers give the same basic presentation as your top 1/3 sales producers. They cover the same information, use the same visuals...
The education factor is similar. So why do your top sales producers sell so much more?
You will learn the answers to that question later this series of free trainings, but for now...
it is very important for you as a business owner or a sales manager to get agreement from your bottom third salespeople that selling is persuading, not just educating. That their job is to do more than just give a presentation and answer questions.
What is the best way to lead your bottom third producers to this truth?
By asking questions, rather than making statements (see the free "Simple Tool..." training at the top of the Home Page.)
"Tell me about a time that a salesperson tried to sell you something. Your questions were answered. You understood the value proposition, and yet you still didn't buy..."
Okay, that's a statement with an implied question, but your sales person will respond as if you began by saying, "What was a time..."
Follow questions are:
"Why didn't you buy?"
"What could they have said that would have enticed you to buy?"
As your salesperson answers these questions, you will learn more about how her or his mind works when making a buying decision. For bottom third salespeople, you will discover that buying decisions are often dramatic and unpleasant.
This is useful information because bottom third salespeople usually project their buying experiences on to others. Their assumption is, because I feel discomfort when I make a purchase, therefore all the prospects I see must feel the same discomfort.
Do you see how that assumption will limit a salesperson's persuasion efforts?
After you lead a salesperson to agree that selling is much more than educating, then you can introduce the idea that there's two general areas of persuasion in their work as a professional salesperson.
The first area is persuading prospective buyers about the value of your company's products and/or services.
If they have been working for your company for any amount of time, they are probably good at doing this. At least good enough to get the sale if this second area is addressed...
The second area is persuading prospective buyers about making a decision. More specifically, making a buying decision now.
Remind your salesperson: Many buyers are not good at many any decision.
They are not good at deciding:
Understanding this reality is the foundation of what separates the top third sales producers from the bottom third.
The lower third sales producers give a presentation, answer questions, they wait and see what the other prospective buyer is going to do next,. And if the prospective buyer does not buy right away, they shrugged their shoulders and think to themselves I have done my job.
Well, they have done the first part of the job. That is explaining the value proposition of the product or service.
The second part of their job is persuading prospective buyers to take action. Today.
This begs the question, "What is selling?" And that is the topic of the next free training in this series...
How you earn the trust of your sales team?
If you asked me, my simplified answer would be that I have the best interests of the salesperson at heart. I want each salesperson to use the knowledge and skills they develop through my mentoring to excel in every area of their life.
Building trust with your sales team is a combination of your words, actions and intentions, which your sales team can intuitively sense.
As salespeople learn during my trainings, they have no secrets from their prospective customers. If they don't like
the customer will know.
The same is true for you. As a sales manager or business owner, your sales team are your customers and you have no secrets from them. If you don't like a salesperson or believe they are a valuable part of your sales team, they will know.
Building trust begin with you.
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