There are a handful of common things on which top salespeople put their focus regularly. I have picked out three of these areas for this article so that my readers can get started (or continue) putting their constant attention where they need to:
This is Part II in a three part series about FOCUS for Salespeople
II—Begin with the End in Mind
Stephen Covey introduced us to this habit in his book entitled “The Seven Habits of Highly Effective People.” It is my belief that when a salesperson focuses on what the end result looks and feels like in any sales cycle, he/she will navigate the seas with a stronger purpose.
Note: Beginning with the end in mind is about the results that the customer gets with the use of your product or service and NOT about simply making a sale!!
This area of focus backs up what I wrote about Pre Call Preparation in my last post but it also requires that you start with a vision and a goal. So, if we are to take a look at three areas of dialogue on which top sellers focus their sales process, they would be:
1-A Look Back over Your Shoulder-(What got us to this point?)
2-A Current Overview (What is the “State of affairs?”)
3-What do you Want to be When you Grow Up? (What is the vision of the ideal future?)
This format allows us to “frame up” the things that got the prospective buyer to where they are and to define the things that are necessary to get them where they want to go. Again, it starts with understanding the past and current situation and then defining the path (with the customer) to the previously defined (and mutually desired) result.
As a salesperson, I often looked at the entire sales cycle as a series of gates that needed to be entered and closed before we could move to the next. Once a gate was closed, then we could proceed to the next step. I believed, as I still do (and teach), that every step of the sales cycle must have two clear things:
1-A clear PURPOSE for the call (as mentioned in my previous post) and
—you can’t always CLOSE the sale, but you have to always close the next step.
The difference that I have found between top producers and most other salespeople is that they define the END of their sales cycle differently. Most salespeople think that the final stage is when the contract is CLOSED. Top Salespeople feel that the sales cycle is not complete until they have received their TENTH referral from the client. This is based upon results! This one difference changes the strategy on most of the sales calls and changes the preparation and value-add initiatives on every interaction of the sales cycle!
Next blog post on FOCUS addresses the need for Constant Forward Motion—don’t miss it!