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by John Carroll

Here’s an e-mail message I received recently:

John,

I enjoyed your article on Sales Call Reluctance®. I am a pretty good salesman, but could definitely be better. I know my product and consistently meet my objectives. However, I know that with a few behavioral modifications I could do even better. What would you recommend are four behavioral changes that I could do to increase my opportunities? I know that you do not know me or what I already do. However, put simply, what are the four best behaviors that you would recommend?

My reply:

Regarding behavioral changes to increase your opportunities, I can speak in generalities only since, as you readily admit, I don't know you or your situation. Please note that a sales call reluctance® report exists which can help you focus on areas specific to you and you alone.

Here are the top four areas I believe offer the greatest opportunity for improvement with most sales professionals:

1. Actively asking for referrals from satisfied customers, colleagues and others in one’s network – As a whole, the sales profession does a mediocre job of asking for referrals leading to additional business. We know from experience that referrals can shorten the selling cycle and enhance the chance that we’ll get the sale. Nonetheless, we’re reticent to ask. This is likely because we’re concerned that by asking for referrals, we could spoil the sales opportunity and/or the relationship with the person we’re asking. It’s also because we may have asked ineffectively in the past and met with rejection.

2. Specifically asking for the order in the course of the sales conversation – The frequently cited statistic is that 50 percent of all sales calls end without the sales professional asking for the buyer to buy. Many people feel that once they’ve ascertained the buyer’s needs, presented appropriate solutions and even answered questions and objections, they should be able to get the order. They also feel that by asking questions to get the buyer’s commitment, they may be perceived as overly aggressive or pushy. However, the product or service simply does not sell itself.

3. Making sure that one is speaking with the decision maker before one starts asking serious questions and/or presenting solutions to problems – More selling time is wasted in this area than in any other. Sales professionals are often glad to make contact with managers and others in a prospective account or half of a decision-making couple. They go through the paces, only to find they have to retrace their steps, if and when they finally get in front of the true decision maker. This is also an area where sales managers can fall short by monitoring sales call activity without checking on how many decision makers the sales team is reaching.

4. Using the 100-Call Method – This is the process of getting in front of 100 qualified decision makers in as short a period of time as possible to ignite an upward trend in all areas of productive sales activity. Veterans often live in a rut because they feel that they’ve been selling long enough and shouldn’t have to prospect heavily any more. Many beginners never get their selling careers off the ground because their learning curve is too long and they don’t reach any level of sustainable momentum. In either case, the 100-call method propels them into a flurry of sales activity, keeping them so busy with new prospects that they commit and correct virtually every selling mistake. They also distance themselves from their competitors. This is perhaps the best way for the veteran to reinvent his or her job, taking the offensive to address new trends, products and pressures in the marketplace.

These four selling behaviors don’t replace other sound fundamentals such as asking good questions, knowing your product or service inside and out and offering alternative solutions whenever possible. They do, however, provide a basis for all other effective selling attitudes, skills and habits and will give a boost to any sales pro whose results are below expectations.

John Carroll is President/CEO of Unlimited Performance, a Mt. Pleasant, SC, firm focused on organizational and individual performance improvement. He is the author of Sales Illustrated - 68 Sales Lessons from Everyday Life. Contact him at 1-877-755-8844 toll-free, e-mail at jcarroll@uperform.com, fax at (843) 881-6746.

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