Secrets of Sales Success

It’s a myth that you can manage time — but you can learn to manage yourself. At least that’s what one sales expert says.

“Business people make a mistake when they view time as a resource — it’s really a priority,” notes David Waits, principal of Florida-based Waits Consulting Group. “The successful sales representative prioritizes better and sets better objectives than his or her competitor. Following this approach takes the mystery out of the process and simplifies sales behavior.”

Waits advises setting three objectives for each day and not allowing yourself to quit work until they are done. They might be: make sure to see three of you’re A-list customers; spend time filling the pipeline — or turning cold prospects into warm prospects; follow-up on yesterday’s calls.

“Not following up on calls is a common oversight,” notes Waits, a sales trainer for 20 years. “It could cost you the sale. Getting busy is no excuse. Do not let secondary or tertiary commitments conflict with your goals. This is what separates those that get things done from those who don’t.”

Identifying Three Target Types

Patricia Fripp agrees that sales representatives should identify and prioritize the groups of people they serve. A California-based executive speech coach and sales presentation skills trainer, Fripp recommends dividing sales time among three main groups of people:

• Those people who know and love you — your current customers
• Those people you are already in conversation with — good prospects
• Those people who are unaware of you — cold calls

“Put your major focus on the second group of people — the warm prospects,” says Fripp, a British-born sales expert who has lived and worked in the U.S. for several decades. “Call your current customers at the end of the day with the goal of leaving a personal and interesting voice message that will make them smile. Never make a sales call without doing some research first — always mention something you know about them, whether it’s an award they’ve won, a recent tweet they’ve sent, something in their LinkedIn profile or a meeting they have attended.”

Making Cold Calls Second Nature

Cold calls tend to be scary, continues Fripp, but they need to be second-nature for a successful sales person. You can save time by knowing specifically what you will say when you pick up the phone or walk into an office or network at a trade show.

“The first question I usually hear on a phone sales call is: How are you today? I always respond, ‘Busy!’” adds Fripp. “You need to make a connection by mentioning something you know about them or relating something newsy or of value. And don’t use sloppy language. Don’t say ‘stuff’ and ‘sort of’ and ‘anyway.’ Instead, use precise language.”

Documenting Performance Increases

Always have hard numbers available at your fingertips, advises Paul Cherry, managing partner and founder of Performance Based Results, a sales consulting firm in Delaware. Document all increases in performance, output and profitability, as well as improvements in customer service.

“Customers often have unreliable memories when it comes to how your solutions have impacted their bottom lines,” says Cherry. “It is your job to remind them, especially if they may be shopping around. Meanwhile, prospects always want to see evidence of what you’ve accomplished for others in similar situations.”

Cherry also suggests getting prospects involved and demonstrating their commitment to making the sale. “Ask your contact to bring in a peer or boss,” he adds. “Request they organize a trial study, a visit to your facility or agree to a pilot program. Getting skin in the game means more commitment up-front.”

Taking Follow-Up to Next Level

Darlene Hunter warns against the biggest time wasters sales people face in their day-to-day work: worry, negative thinking, fear, lack of follow-up and disorganization. A motivational speaker, author and life coach, Hunter says worrying over what has already happened is a huge drawback for sales professionals. Developing a winning attitude will benefit your health as well as your career.

“Lack of follow-up is perhaps the biggest pitfall for sales success,” adds Hunter, president of Darlene Hunter & Associates, LLC, based in New Jersey. “Any time you work with people, it’s critical to follow up with phone calls, leads and appointments. Failing to do that will delay reaching your goals and growing your network.”

Offering customized solutions goes a long way toward winning the sale, adds Cherry. Each customer deserves a unique plan. “It costs you nothing to make a customer feel special, but it has a huge impact,” he notes.

By the same token, it’s okay to walk away in cases where you have exhausted all of your sales strategies. “If you have unmotivated customers or dysfunctional organizational dynamics, you need to cut your losses,” Cherry says. “Simply put, don’t waste time chasing your tail.”

After Action Analysis

After every sales conversation, do an After Action Analysis, adds Fripp. “Invest time in revisiting your contact and asking what went right, what went wrong and what you can improve,” she explains. “Learning from your own experience – and the experiences of others – saves time in the long run.”

Success doesn’t mean perfection, says Waits. “When it goes bad – and it does go bad sometimes – think back historically,” he adds. “You had a bad day, but it doesn’t define who you are. It breeds success when you pass through quitting points and get back on the other side … It all circles back to self- management.”