The principle mission of the salesperson is to gain commitment from the customer. The reason companies value salespeople is because salespeople are good at Gaining Commitment. But recent research by The Sales Board indicates all salespeople need dramatic improvements in gaining commitment skills… Surveys conducted by The Sales Board consistently show that the greatest perceived need of all salespeople is to improve their Gaining Commitment skills. Action Selling shows salespeople how to smoothly and effectively ask for commitment. It is the natural conclusion to a well-orchestrated sales call. Find Out How To Win More Sales Today!
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The Commitment Objective is the foundation stone of Action Selling. Everything else in the sales system hinges on the idea that you must go into every single sales call you make with a Commitment Objective in mind…
Salespeople are expected to perform many duties, from market analysis to customer training. But in the end there is only one reason why a salesperson's job exists. Your principal mission is to Gain Commitment from customers. To do that, you have to know what you want the customer to commit to do and you have to ask for that commitment — every time.
Salespeople are called upon to perform many duties, from customer training to market analysis. But we must never forget the primary value we bring to our organizations, the real reason we remain on the payroll: We are excellent at gaining commitment from paying customers. Or, at least, we’re supposed to be…
No sales call should ever be made without a Commitment Objective. If you do not have a Commitment Objective firmly planted in your mind, you will wind up being one of those 62% that don’t Ask for Commitment.
“To get it, you’ll have to ask for it,” Joe said. “It’s amazing how many so-called salespeople don’t. One study found that 62 percent of all salespeople fail to ask for commitment when completing a call. They present their product, they quote a price, the client says something like, ‘I’ll think it over and get back to you,’ or ‘Can I keep the brochures for a few days?’ and these comedians say, ‘Gee, sure, here’s my card, thanks for your time, bye.’ They’re strictly amateurs, no matter how long they’ve been selling for a living.”
One of the most important reasons why this occurs is most salespeople do not establish what we call a Commitment Objective for every sales call. This is the number one mistake that all salespeople make. Well, it’s time to change that!
What distinguishes a Commitment Objective from the salesperson’s other objectives is an agreement from the customer. A sales rep may have any number of goals or objectives for a client call, many of them excellent and even vital: to learn about the customer’s business, to discover who the competitors are, to figure out who makes the real buying decisions for the customer’s organization, to learn if funds are available for the purchase, and so forth. But none of those goals can be the primary reason for making a sales call because they do not require a commitment from the customer that will move the process forward.
Gaining Commitment is truly the ultimate skill that salespeople must possess. To put it bluntly, if salespeople can’t gain commitment from customers, what are they doing on your payroll? When the Application score for this skill more than doubles after training and certification, dramatic sales increases are bound to follow.
Joe leaned back in his chair. “Sure,” he said. “The best way to replay the call is to go over it in your mind, Act by Act. It doesn’t have to take long. Just ask yourself what worked in each Act and what you could have done better. In today’s call, for instance, your Commitment Objective was to make the sale—to gain commitment from Iverson. Since you achieved it, you obviously chose a realistic Commitment Objective in Act 1.”