Are your sales people living in false hope?

One of the biggest challenges that I observe for salespeople - is a 'lack of control' over their own sales-process.

Salespeople that spend large chunks of valuable time and energy attending multiple pre-sales meetings, conducting 'needless' needs analysis's and writing proposals at the customer's request, are more often than not left scratching their heads in a state of ambiguity and confusion.

Common dialogue between sales manager and sales person:

Sales Manager: How did you go with the ABC Company lead? (SM)

Sales person: Good, they liked what I had to say and seem interested. I will email them a proposal by COB Friday. (SP)

SM: Good work. When are we likely to get the order?

SP: Hard to say, I will get back-in to see them again next week

SM: How is ABC Company coming along?

SP: I emailed them a proposal on Monday and have not heard back. I will give them a follow up call tomorrow.

SM: Did you speak with ABC Company yet? (One week later)

SP: No, they are hard to get a hold of.... they must be busy

SM: Ok, stay on it and keep me posted

SP: Will do.

SM: Anything back from ABC Company yet?

SP: Sort of, the MD's PA said someone would get back to me in the next week or so

SM: Can we do anything else to get them over the line?

SP: Maybe offer a discount

SM: Ok knock of 10% and see how that goes.

SP: Did ABC Company take the discount?

SP: No, still no word back. If I don't hear back I will follow them up again in the next few days

SM: Hmmmm

SP: Hmmmm

Outcome: The sales is never made and the sales person never really knows why

The above scenario portrays the frustrations of far too many sales people and managers, whom by virtue of an ineffective sales-process are left disempowered in dissolution by their customer's actions, or better - lack thereof.

Salespeople, in the above scenario, have no consistent and effective process that engages the customer through each stage of the buying-process. This means the customer is dictating the sales-process based on their explicit wants, irrespective of identification of the motives that are really driving those needs or of any implicit emotional desires. (Research shows that 80% of buying decisions are driven by emotions rather than logic.)

Your job as a salesperson is to facilitate a process that supports your customers to feel comfortable enough to identify and reveal their true desires and to bring any implicit and emotional drivers into the foreground. Your role in facilitating this process is what sets apart a 'yes' from a 'no' as you genuinely connect with the customer and become a trusted partner to help them uncover and fulfil their real needs.

In reality, most salespeople never hear the word 'no', instead they spend their time chasing false hopes, in the anticipation the customer will magically appear from nowhere after months of no-contact and yell the word 'yes!' If you lose control of your sales-process - you also lose your ability to facilitate the outcome. So know your sales-process and make sure it's an effective one and one that you follow on every occasion. Consistency is the key.

And if you don't have a successful customer-centric sales-process, it's best you create one immediately.