Seth Godin writes this morning about the yes, no and maybe people within a company. And how hard it is for sales people to find the “yes” people because they are protected by their companies. It is easier to say “no” (and to train those) than to figure out how a “yes” can help your organization. No kidding.
Taking Seth’s post in a slightly different direction: For years, we have preached that there are four things that happen on a sales call: a sale, a no to the sale, something that advances the sale or…the killer of most sales people…the activity that only continues the sale.
Three of these four reactions are good for the sales rep. A sale is good but so is a ‘no sale.’ Even a result that advances the sales is alright, meaning that there is mutual work to be done by both the sales rep and the company, that may result in a yes or a no. The worst result of a sales call is the result that most often happens: the continue the sale energy sucking, morale busting, rationale giving, wait until the end of the quarter excuses that take too much time away from good prospects.
Seth makes the point that organizations have a lot of stallers, people who are good at saying no, but not really. They love the attention of the sales rep. It is their job to hear them, but never listen. They understand that nowadays it might be better to keep their head down, attract no attention for making a radical decision. But they want the ability to stay in the game, you know, just in case. I think that often, they simply don’t have the spine to say no…instead, they hide behind platitudes that achieve little, but that the sales reps love to hear. “How about if I call you in a month and see how things are?” “Why don’t I send you some of our newest literature and check back with you?” “We are not ready now but we like your product and will keep you on our list.”
The trick is to be able to recognize when you are in a situation that simply “continues” the sale. The skill is knowing what to do when you are in this situation.
What do you think? Trick, skill or luck?
1 user commented in " Yes, No and Maybe "
I read a challenging statistical assertion the other day. The writer said that the average sale takes 7-10 “touches.” Unfortunately, he went on, most salespeople give up after 4.
Selling is indeed a tough, tough profession for folks without the persistence to stick with the program and get in enough touches. And it’s complicated by the “continuation” that is a false touch.
Sometimes the salvation is in a programmed series of “cheap” touches that keep the relationship alive without draining the salesperson’s time or energy.
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