10 TRUTHS about Sales Training: TRUTH #9 – It’s never too early to ask for the order, commitment or go for sales action!

“Are we there yet?”  Sales Leaders, we’re almost home!  I’ll never forget what a buyer once told me about a salesperson, “I would have given him/her the P.O. if the rep had just asked me.”  The end result was a plant shutdown because they didn’t get the parts, the buyer got reprimanded and moved to a new location while the sales rep was “let go.”  Both parties suffered because of this.  Never feel that it is premature to ask the customer for a commitment.  Remember, interaction dictates our actions, so close and keep closing until the customer says, “Yes!”  How many times can you ask?  As many times as you want, as long as the customer continues to interact through the stages of the buying process.  If you feel you’ve asked enough, change the subject, go back to relationship building and keep the door open.  But, before you leave or hang up, set the next call objective with that customer to keep the stages of the buying process moving.  Too often, we miss the opportunity when the customer says, “Let us think about it and we’ll get back to you,” and later you can’t even reach them.  So set the time and date now, during the call, for the next meeting, with your eye on the objective, “I’m going to close ‘em!”

10 Truths About Sales Training: TRUTH #8 – Eliminate the fear factor of answering objections!

I love watching and critiquing salespeople handling objections in the field and role-playing while being recorded.  The good ones go right to the answer immediately, without hesitation and end up defending it while being cornered by the customer.  Why do we fear objections?  Don’t we ask the customers questions?  Why can’t they?  Just what are objections?  They’re opportunities that lead to buying signals, which means you go for a trial close.  When you create this positive mind set, you welcome objections, anticipate them and even come to expect them.  I get the same objections over and over.  How about you?  Do you use an objection handling method or technique to develop best practice responses, document in a log book and distribute to all salespeople?  Shame on you if you don’t!  Sales Leaders, sounds like a good topic for your next sales meeting:  Develop best practice responses to your most frequent objections, especially the one on price.  Eliminate this “fear factor” once and for all and be ready to close!

TRUTH #7 – Salespeople must learn to sell value and not price!

It’s the old saying, “If you live by price, you die by price!”  Who created price sensitivity?  We did!  I always use the opportunity of talking with purchasing while training in sales organizations and ask them, “What don’t you like about sales reps?”  The response is that salespeople talk too much, are not prepared and that they “cave in” on price.  One buyer shared with me that she handed a rep a competitive quote and said, “Match this price, and you’ve got it!”  The rep not only matched it, but went back to management for additional discounts and concessions that the buyer didn’t expect.  Never lay your cards down until you ask, “What do you want?”  The customer’s expectations may be less than what most salespeople are willing to give away.  How much money have you left on the table?

10 Truths About Sales Training

TRUTH #6 – Salespeople continue to sell features, but not benefits!

Hang in there Sales Leaders, it’s downhill from here!  This is the big difference between transitioning from a seller perspective to a buyer perspective in Next Generation Selling.  Benefits are not old fashion, passé or a sign of the past.  Benefits still create the perception of value in the mind of the customer.  Without benefits, all the customer thinks about is price and the battle begins.  I was on a call with a rep who handed the customer a benefits sheet as a handout and went through the presentation methodically, talking benefits and advantages and ended up with the features of his products specific to the customer.  By the time the rep finished with the product, the customer had his hands out saying, “Give it to me!”  Leaders, think about it.  When was the last time you had a “benefits clinic” on your products and services?  It’s never too late for a refresher!