How You May Be Pushing Too Hard To Increase Sales Results
How You May Be Pushing Too Hard To Increase Sales Results
Dale Carnegie in his book "How to Win Friends and Influence People" shared a story about Ralph Waldo Emerson who was attempting to move a calf from a pasture into the barn. According to Carnegie, Emerson made "the common mistake of thinking only of what he wanted." The reaction of the calf was to become even more reluctant to move. Carnegie continued with the story that the housemaid who had "more horse sense or calf sense" immediately saw the problem and proceeded to place her finger into the calf's mouth. The calf allowed her to lead him into the barn as he sucked her finger.
Lesson learned is that you must consider the desires of your qualified potential customer first and yours second.
How many times in sales do sales professionals rush to push their qualified or not so qualified potential customers (a.k.a. prospects) into the barn door? Pushing and heaving is a lot of hard work and does not necessarily generate the desired results because the intended potential customer is just plain not moving toward signing on the dotted line.
Returning to the earlier story, think about the calf. He is in an environment where there is plenty to eat 24/7, fresh air. a lot of sunshine and let’s not forget the company of other calves and cows. Why would he want to go where:
He is unsure of food being available 24/7?
The air is not stale?
There is limited sunshine?
He is leaving friends and family?
So how can you get the potential customer to follow you to a potentially negative environment? Of course, you cannot stick your finger in the potential customer's mouth! However you can replace the finger with something else that is desirable. That something else is providing exceptional value through educating your customer.
To adopt this sales behavior suggests that you must have done significant research specific to:
1.Current market conditions
2.Industry market trends
3.Specific known issues to your customer
Unfortunately, what I am discovering in my sales coaching practice is that researching qualified potential customers is a sales skill set that many in sales are not actively using. Possibly, this is because they have not taken the time to construct a well integrated value statement as discussed by Jill Konrath in her book "Selling to Big Companies." This statement should be part of your overall marketing executive summary as advocated by Robert Middleton.
Whether a company is small or large, you must demonstrate why you should be hired before someone else. And the easiest way to do this is by your depth of knowledge specific to your potential qualified customer. Sales Coaching Tip: This is called education based marketing and the results include increase sales conversion rates along with a decrease in sales cycle time.
That knowledge triggers an almost automatic response as in the calf sucking on the finger in Carnegie's story about Emerson's predicament. Your only challenge is to have the right knowledge so that the milk is sweet and not sour so to speak. In other words, you cannot be saying what everyone else is saying or doing what everyone else is doing. Those actions will have you ending up like all the other gray suits out their pushing and shoving their qualified potential customers into the barn.
TAKE ACTION SALES COACHING TIP: Invest some time in conducting quality (in-depth) research that demonstrates your expertise about potential issues your customer is experiencing. Maybe even research your customer’s customers as advocated by Ram Charan in his book "What the Customer Wants You to Know: How Everybody Needs to Think Differently About Sales."
How You May Be Pushing Too Hard To Increase Sales Results - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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Did you ever believe that sales and farming have a lot in common? A story about a well-quoted 19th century American essayist may help you understand a better way to increase sales.
Dale Carnegie in his book "How to Win Friends and Influence People" shared a story about Ralph Waldo Emerson who was attempting to move a calf from a pasture into the barn. According to Carnegie, Emerson made "the common mistake of thinking only of what he wanted." The reaction of the calf was to become even more reluctant to move. Carnegie continued with the story that the housemaid who had "more horse sense or calf sense" immediately saw the problem and proceeded to place her finger into the calf's mouth. The calf allowed her to lead him into the barn as he sucked her finger.
Lesson learned is that you must consider the desires of your qualified potential customer first and yours second.
How many times in sales do sales professionals rush to push their qualified or not so qualified potential customers (a.k.a. prospects) into the barn door? Pushing and heaving is a lot of hard work and does not necessarily generate the desired results because the intended potential customer is just plain not moving toward signing on the dotted line.
Returning to the earlier story, think about the calf. He is in an environment where there is plenty to eat 24/7, fresh air. a lot of sunshine and let’s not forget the company of other calves and cows. Why would he want to go where:
He is unsure of food being available 24/7?
The air is not stale?
There is limited sunshine?
He is leaving friends and family?
So how can you get the potential customer to follow you to a potentially negative environment? Of course, you cannot stick your finger in the potential customer's mouth! However you can replace the finger with something else that is desirable. That something else is providing exceptional value through educating your customer.
To adopt this sales behavior suggests that you must have done significant research specific to:
1.Current market conditions
2.Industry market trends
3.Specific known issues to your customer
Unfortunately, what I am discovering in my sales coaching practice is that researching qualified potential customers is a sales skill set that many in sales are not actively using. Possibly, this is because they have not taken the time to construct a well integrated value statement as discussed by Jill Konrath in her book "Selling to Big Companies." This statement should be part of your overall marketing executive summary as advocated by Robert Middleton.
Whether a company is small or large, you must demonstrate why you should be hired before someone else. And the easiest way to do this is by your depth of knowledge specific to your potential qualified customer. Sales Coaching Tip: This is called education based marketing and the results include increase sales conversion rates along with a decrease in sales cycle time.
That knowledge triggers an almost automatic response as in the calf sucking on the finger in Carnegie's story about Emerson's predicament. Your only challenge is to have the right knowledge so that the milk is sweet and not sour so to speak. In other words, you cannot be saying what everyone else is saying or doing what everyone else is doing. Those actions will have you ending up like all the other gray suits out their pushing and shoving their qualified potential customers into the barn.
TAKE ACTION SALES COACHING TIP: Invest some time in conducting quality (in-depth) research that demonstrates your expertise about potential issues your customer is experiencing. Maybe even research your customer’s customers as advocated by Ram Charan in his book "What the Customer Wants You to Know: How Everybody Needs to Think Differently About Sales."
How You May Be Pushing Too Hard To Increase Sales Results - To learn more about this author, visit Leanne Hoagland-Smith's Website.
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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