We all face it.
The top sales rep is having a tough month. If it stretches into a quarter or longer, people really get nervous. WHAT IS HAPPENING? WHAT’S WRONG WITH THE PRODUCT? The company’s lead sales dog is in trouble and so is the business unless someone can figure out what is wrong.
Here is what happening in most cases. The sales rep has had success because he followed, most likely, some very basic rules to make himself successful.
1. He worked hard.
2. He asked engaging open ended questions to find out what the current situation is with his prospect.
3. By continuing to ask good questions, it became apparent to the prospect that he knew their business and the problems they are confronting.
4. After achieving this, he did a great job of presenting your company’s solution to the problem.
Sale closed.
The problem he now faces is one of alignment with the prospect and is a typical development in the maturity of a sales rep.
What happens is that the more conversations the sales rep has with prospects, the more answers he hears and soon they begin to all sound the same. In short, he seems to diagnose the propsect’s problem too fast, and loses credibility.
It is like you go into the doctor, with a sore throat and a mild cough. Instead of asking you doctor-type questions, maybe even taking your temperature, maybe that choke stick down your throat, the doctor quickly says, “Yep, seen a lot of people with those symptoms today, here’s your medication.”
We, and prospects too, want to travel the entire road. Just because your rep knows…or thinks he knows… how the conversation will end, he should always ask those enlightening questions to help him and the prospect feel the pain a bit more.
5 users commented in " How to Fix a Sales Plateau Issue "
Hi GL,
This is good advice! Drawing conclusions based on what’s worked before versus drilling deeper into the prospect’s pain can backfire (in this case, financially, for the top sales rep/company).
Likewise, as a small biz owner, if I diagnose one job seeker’s situation based on prior job seeker’s scenario without deeper questioning, I will be doing the job seeker a disservice, and the results will mean an under-performing, lackluster resume and communications toolkit.
Further, if a job seeker assumes, when networking his resume into 2 similar (but distinct) companies, that both companies’ problems are the same, then he won’t resonate in his message with either company. Resonating and making that deeper connection is what compels them to call the job seeker for an interview.
It’s going that extra mile to be introspective and consultative in our business relationships that fuels enduring success.
Jacqui Barrett-Poindexter
http://www.careertrend.net
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Good post. You can’t be successful in sales if you’re on autopilot. One way to keep yourself in the game is to keep up with your reading. I have some great book suggestions to offer for sales reps: http://www.phcconsulting.com/WordPress/2009/05/15/top-10-books-for-medical-and-health-care-sales-reps/
I like the part about how the salesperson became a success, especially its begining. Step #1 said he “worked hard.”
Is “hard work” universal? Does each boss define it the same?
What about each era of employment?
Moreover, why is it that some people who seem natural in their talent, be it sales or music are sometimes referred to as appearing “effortless”?
Every encounter with a prospect should be treated unique. I’ve missed some easy sales because I was autopilot, ‘this one is just like the last 3′. Never stop asking those open ended, engaging questions.
I especially like, ‘make them feel the pain a bit more’.
Great post, GL, as usual.
David Tinney
Marketing Made Easy for the Small Guy
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