25. If it’s not documented, then you didn’t do it.
Your memory can’t be trusted. Maintaining the habit of keeping detailed notes on every exchange will prevent you from falling back on the crutch of using a generic pitch when you should be focusing on the specific details that you previously felt were essential to making that deal a reality. Especially in high volume sales, it’s hard to follow up effectively when you fail to provide yourself with mental clues on what to ask and where to shine the spotlight.
Timeframe. Budget. Purchasing motivation. Key selling points. Tone of the conversation. Next steps in the sales process. Competing products they may be investigating. These are the types of details that need to be inputted into your CRM tool or another place where you store notes for future reference. Come up with a personal system to codify these details so that you ensure all of the information you need is captured to be referenced in the same order every time. Make it a template that can be relied upon as a refresher for every opportunity in your pipeline.
Keeping your calendar constantly updated and adhered to is equally important. Otherwise all those notes may go to waste. As I said in rule 21, scheduling an event is how you make it real. Plus, your boss is at some point or another going to ask for insight on your progress and procedures, and you want to provide yourself the opportunity to show that you are logically and effectively moving along every opportunity towards a sale.
Documenting everything keeps you on track for success with the evidence to prove it.
26. Eye contact and a handshake will get you in the door. Empathy will keep you there.
Sales professionals are generally skilled enough socially to make a first impression that gains their agenda at least the appearance of some attention. A trustworthy or attractive exterior may in itself be enough to get you the sitdown, but charm alone is rarely enough to sail you through the deal. Once you’re across the table, displaying an understanding of and solution for their needs is what will keep you looking glossy.
It comes down to the same sage advice that’s been working since the beginning of time: ‘Put yourself in the customer’s shoes.’ It’s not sexy or original, but you have to get out of your own head and into theirs to be effective in sales.
If you don’t already understand their perspective, ask for help. Try phrases like “Help me understand how…” or “Can you tell me about why…” Prospects will appreciate your willingness to explore their processes and concerns while revealing the key selling points you should stress when it’s time to go for the close. And once you feel comfortable with their situation, tell them about that too with phrases like “I understand that…” and “I appreciate how…”
Just because they like you initially doesn’t mean they’ll buy. Look at the problem from the customer’s angle to maintain the momentum of a positive first impression.
27. If you can’t make a physical connection, make up for it with sincerity over the phone.
Just about any non-retail sale involves some level of communication over the phone where dreamy eyes and a nice smile can’t be relied upon. This is why many successful outside sales professionals struggle when they come into a strictly inside sales role. Sincerity of tone and content are your best weapons to compensate for the lack of physical interaction.
One of the advantages afforded by the phone is that enthusiasm can be easily faked. Sounding like you care is easier than looking the part, especially when you’re not having your best day. Simply standing up and painting a smile on your face while on the phone is enough to manufacture an enthusiastic tone under just about any circumstance. Inside sales is no place to get self-conscious about the cheese factor….
The same phrases that worked in rule 26 work to convey sincerity over the phone. Ask for help understanding their predicament, and constantly affirm your concern for exceeding their goals.
Keep your phone voice enthusiastically discussing solutions to real needs. You won’t miss the travel and dress up required for face-to-face prospecting and appointments.
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