Sam Dobbins //August 11, 2014//
As salespeople, we live on enthusiasm. The roar of success pumps us up like nothing else. The cha-ching of a great sales commission marks our progress and our value to the companies we work for and even, to some extent, supports our healthy self image.
Yet, with that enthusiasm, there also needs to be a strong dose of skepticism when adding prospects to our sales pipeline. Payrolls depend on our accuracy. When we fail in this crucial area of our work, others become angry about our lack of performance, our forecasts become laughable and we’re held in contempt. Our very jobs are at risk.
And the big deals we promised? We were wearing rose-colored glasses in our assessment of their closing probability. We wasted our time and our company’s money on something that never materialized, while possibly letting the real big one get away.
What happened?
We didn’t use the phone properly!
We didn’t DISqualify our yes prospects. We didn’t make those yeses earn their way into our sales forecasts. They’ve been saying yes all along, but acting out a no that the smart salesperson learns to recognize and respond to.
As a professional with more than 20 years’ experience using the phone, I understand your pain, and want to help. I’ve been there with the frustration of sure things walking away from sales closes, and have made a study of why we might be rejected. Are you ready to take off those rose colored glasses and disqualify your yeses a little earlier in the process? Are you ready to save time and effort chasing the wrong prospects? Here’s how:
AVOID THE FALSE SENSE OF SECURITY
For telephone sales professionals, there is a great mantra I recommend:
Don’t mistake curiosity for interest, and don’t mistake interest for commitment.
It’s that simple, or at least simply said. When you reach out, make so many calls in a day, listen for specific buy signals and see that a majority of demographic qualifiers are in place, it’s easy to think you have your quota of leads. Many sales people will mark that down as a win for the day and move on.
Here is the point I want you to stop and look for red flags. Red flags are subtle signals that you’re being strung along.
LOOKING FOR RED FLAGS
It’s no one’s fault. Many buyers aren’t very good at saying no. They don’t want to disappoint anyone, or perhaps they don’t have the buying authority they’ve led you to believe they have. Sometimes, you’ve engaged them in a new way of looking at their old problems and you’ve sparked a totally different solution than that which you have to offer. The game strings along like a bad dating experience.
Cut the cord. Move on. You know this, and in print it looks easy. Except then you find yourself stuck in the middle of this bad pre-sales relationship, and are desperately looking for ways to make the sale happen, or you’ll miss your sales target for the quarter.
Avoid the red-flag prospects. Sometimes you have to be prepared to say no yourself. Here are some ways prospects may be saying yes but acting in ways that indicate this prospect isn’t for you:
Even though telephone prospecting cuts face-to-face and video conferencing sales time tremendously, use it to your best advantage. Don’t rely on the words you hear alone. Evaluate every call for what is said and what isn’t. Disqualify your yeses and your pipeline will be cleaner. You’ll build an internal reputation for producing on your commitments, and you’ll be celebrating more successes than ever before.