www.sdchamber.org

Membership Update
By Doug Holman, Vice President of Sales and Marketing

Two months ago, one of my salespeople got caught in what I believe is the greatest prospecting conundrum – understanding when a yes is actually a resounding no. It’s when a prospect agrees to buy your product or service while you are prospecting. The buying decision is very much unexpected and out of place. Yet, it feels great so you go along with it! All salespeople love to hear a yes and with it the sound of cash register opening. My interaction with a very excited salesperson sounded something like this:

Salesperson: “I just made a sale!”

Me: “Really, tell me about it.”

Salesperson: “I was out prospecting and when I finished my 30-second introduction, the customer asked me a couple of questions and then told me they are buying.”

Me: “Really, go on.”

Salesperson: “So they asked me to call for an appointment and they’re going to cut a check.”

Me: “Sounds great, let me know how it turns out.”

There are times that I do not have the heart to predict the future. Even though I knew exactly what was going to happen, it was too late to undo so it became a life lesson. The truly great salespeople have gotten there because of many lessons, most of which left a scar.

As I write this article, it is two months later and the sale has not been closed. In fact, my salesperson has not once talked to the prospect. Yes, they followed up by calling the prospect countless times. So what happened, how could a salesperson be so wrong?

When a yes happens out of context it is not only a no, it is a no way!  Really, it is true; there will not be a sale. Scoff all you want, but we have all done this to a salesperson. We inadvertently let the buying words slip out of our mouth. We do not think too much about it until later. Eventually, we realize that we committed to spending money without really understanding why we should. There is only one possible solution – avoid the salesperson at all costs.  In our mind, it is okay to avoid the salesperson because it keeps us from going back on our word. If we don’t take the meeting, then we don’t change our mind.

The lesson is pretty simple.  If it seems too good to be true, it’s because it is too good to be true. Everything must be done in its proper order. Prospecting is designed for identifying future possibilities. Prices and products are not discussed.  Presentations are used to create desire and close sales. Every salesperson needs to work with a plan. Begin by understanding what outcomes lead to success… because a premature yes not only wastes time, but kills motivation.