Regardless of how much education you’ve had, you can always learn more. When your profession is sales communications, and you want to be great at selling, then what you say—and the way you say it—are pretty important.
I have consulted with hundreds of companies over the years, and I can’t tell you how many times I’ve heard the comment: “Our business is different.” I understand, and I agree. But I would take that difference down another notch or two. Every salesperson and every sales call is different; to treat them as the same is a huge mistake.
“If you can’t describe what you are doing as a process, you don’t know what you are doing.” So said management theorist W. Edwards Deming, the world’s leading expert on quality improvement. All work involves a process. That includes sales work.
Thanks to some ideas he picked up in a recent Action Selling workshop, Ken Prenger returned to his job and rescued a $250,000 deal he had given up for dead. But that’s just for starters.
David Winkler, training manager for Fortune 100 Company CHS Inc. of Inver Grove Heights, Minn., reasons like this: Just as a secret sauce in cooking brings out the best in food, sometimes with extraordinary results, Action Selling can awaken unexpected gifts in salespeople.
Whoa! You’ve done everything right, you’re cruising toward a major sale, you think it’s in the bag, when suddenly, for no reason that seems to make much sense, the customer balks and the deal goes up in smoke. What just happened?
The Action Selling system lays down some rules that are unfamiliar and even counterintuitive to many veteran salespeople. These rules happen to be true, which means that if you break them, you will suffer.
Companies that adopt Action Selling discover that the system dramatically improves the performance of sales rookies and veterans alike. It doesn’t matter if learners are new to sales or if they have spent 20 or 30 years repeating the same mistakes.
When you invest in sales training for your company’s salespeople, what would you most like to achieve? Your list of goals might include better prospecting skills and an improved ability to secure new business. But what about the customers you’ve already got?
You have done everything right. You established rapport with the customer, you identified a need for your product, you asked good questions, you made your presentation, you asked for commitment…but instead of a “yes,” you hear a stall: “Let me think about it.” “Call us next week; we want to mull this over.”