A few days ago, I was having lunch with a good friend.  Just as we were seated, a man at a table about ten feet away started a phone call.  I couldn’t tell whether he was the recipient or the dialer.  He was wearing a very nice polo shirt embroidered with the name of his company, which was locally owned.  My friend and I overheard his conversation.  We weren’t eavesdropping; we couldn’t help it.  Neither could a few other groups around us.  That’s how loudly he was talking.

As we listened, we realized that this was the sales manager.  We knew this because he was discussing sales reports, prospects, and even individual results of salespeople.  At one point, he was speaking of one particular rep (whom he named to the person on the other end, including first and last name), and said, “Yeah, he’s not going to make it.  He’ll probably get fired in a couple of weeks.”

Wow.  Again, this was a locally owned company, so it wasn’t like he had a shirt of a company like Budweiser or Pepsi, where you weren’t 100% sure where he worked.  As I watched the faces of the people around us – who were clearly annoyed by this guy – I wondered if anyone knew the person who was about to get fired.  It was very possible – we weren’t in a bigger city like Kansas City.  And the conversation just went ON AND ON.  I was there for an hour, and he hadn’t stopped talking when we left.

There’s a lot to unpack here.  First and foremost, to have a loud conversation of that length in a busy restaurant is just plain bad manners.  He was disturbing the lunches of other people – myself included.  I could tell by the face of the server that she wanted to ask him to pipe down, but wasn’t quite feeling brave enough to do so.  I do of course take the occasional call when I’m eating lunch, but I keep them short or I step outside.

Second, when you are on a call in a public place, you should be careful about WHAT you say.  More than one sale has been lost because of an overheard conversation.  I saw this exact thing happen in an airport a few years ago.  I was heading back from a convention and a few other people from the same convention were at the same gate.  One of the attendees was having an easily overheard conversation about pricing strategy.  The guy next to me got really quiet, and I could tell that he was listening.  After the first conversation ended, he jumped up and walked off quickly.  After a couple of minutes he came back grinning.  I said, “You’re going to snake that guy’s customer, right?”  He just looked at me and smiled.

Third, when you are wearing apparel that readily identifies the company you work for, you must be on-brand at all times.  That’s because you are not 100% yourself – you are a representative of that company.  And yes, that even goes for times when you are not “on duty.”  Look, I’m as much of a “work hard, play hard” person as the next guy.  Maybe more.  But you have to be conscious of what you’re doing.  I can’t tell you how many times I’ve seen someone drunk and behaving like a jackass in their work apparel.  Do you think that leaves a good brand impression on those around that person?  It does not.  And in this case, based on the glares that our subject was getting from those around him, he was leaving a negative impression of his company.  And I’m betting it’s not the first time.

Much of what we are talking about here is simply common sense.  Use good manners.  Keep company business within the company.  And don’t do harm to your company.  The sad fact is that “common sense” sometimes isn’t common.

A few weeks ago, I was engaged in a debate with someone in one of my training classes.  The salesman that engaged me was a good guy, well intentioned, but like a lot of salespeople, he’d been trained into some bad techniques.  He asked me about a particular technique for voice mail that relies on deception (getting the contact to believe you are a customer, rather than a salesperson) to get the contact to call you back.

“It works,” he said.  “I get a lot of calls back.”  When I asked him how many of those call backs result in sales, the answer got a lot more vague – but I can’t blame him.  It occurred to me that one of our problems, in building sales methodology, is that we (salespeople and trainers) many times define “success” incorrectly.  We only look at the immediate step rather than the overall result.  So how should we define success?

The ultimate success in selling is when you sell a customer, they’re enthusiastic about buying from you again, and they will evangelize for you by giving testimonials and referrals.  That’s the ultimate success in selling.  Too often, we settle for much less, and the reason is the way we sell to our customers.  Let’s look at a sales process and see where we can go wrong – at EACH STEP – to prevent ourselves from doing that.

Initial contact:  Typically this is a prospecting call but it can be a call from the customer to you.  Our objective is to turn this initial contact into an opportunity to discover the customer’s needs and present solutions. Definition of success:  The customer is interested enough to enter into a sales process with us.  Failure point:  Either we don’t give the customer a reason to be interested, or worse, we do or say something that creates a NEGATIVE impression so that the customer becomes biased against us.  Deceptive tactics fall under this umbrella.

Discovery:  Our purpose here is to work, in tandem with the customer, to discover their needs, define the successful result of a purchase, and create interest in a Presentation.  Definition of success:  You discover needs and the customer agrees that you have identified the correct needs, and the customer is enthusiastic about seeing a presentation.  Failure Point:  You skip or shortcut the needs, you don’t get the customer’s agreement that these are the needs, you move to Presentation before the customer is ready.

Presentation:  Our purpose here is to show the customer how we can satisfy the needs and met the customer’s criteria for a successful result.  Definition of success: The customer’s interest increases, the customer agrees that your solution would achieve their desired result, and the customer requests a proposal.  Failure Point:  You don’t show the customer how you can achieve their needs, you don’t confirm with the customer that you have achieved the needs, or worst – you do or say something that is perceived as deceptive.  Rushing through the Presentation to get to the Proposal will create customer discomfort.

Proposal:  We show the price and terms of our solution.  Definition of success:  The customer understands the price and terms clearly because we present in a simple fashion with no “fine print” involved.  Failure Point: You quote a proposal that glosses over important details, leaving the customer to be surprised later by things like incidental and ancillary charges, etc.  You use “sales words” that increase customer skepticism about your credibility.  All of these can “stall” a proposal and kill the customer’s urgency.

Closing:  We want to get the business in a customer-friendly fashion.  Definition of success:  Your customer agrees, enthusiastically, to buy.  Failure Point:  You ‘hard close’ the customer until they bleed from the ears.  Maybe you even get the order but the experience is so unpleasant that they won’t repeat and won’t evangelize.  When I first started in sales, selling cars, we had a sales manager that was nicknamed “The Hammer” because of his hard closing style.  Many times he “hammered” a customer into buying a car – and most of the time, they wouldn’t ever return our calls again.

Post Sale:  We want a customer that, as I said above, would happily buy from us again, would evangelize and refer us, and in general smiles when they think of us.  Definition of success: Your customer recommends you, takes your calls, takes your meetings, and is open to buying more from you.  Failure Point:  Poor customer service, poor follow up, or any negative experience during the sales process.

Some tactics in selling are best thought of as “buy or die” tactics – in other words, if the customer doesn’t buy, we’re dead to them.  In my experience, I’d rather lose the sale today and preserve a potential customer than go all-in on burning a customer with the hope of slapping one deal together.  If you stay in your business and your job long enough, you’ll be surprised at how many of those customers come back to you later because you treated them with respect – and many times, the ultimate deal ends up being far more lucrative.

On the other hand, you can use tactics that deceive, manipulate, and use words to try to box your customer in to try to get them to buy once.  And when you do, they’ll remember you, but not in a good way.  The choice is yours.

Spoiler alert.  The title of this article is a selling philosophy that can cost you sales – but it’s still prevalent.  I had a reminder of that at a convention in Orlando when someone took the wrong message from my program.  My speaking program, “Win it Easy or Come In Fourth,” is about making good decisions regarding time allocation.  The basic idea is that salespeople spend too much time on customers that don’t move the needle and not enough on their “Freds,” the customers that are difference makers.

One attendee misinterpreted it and recounted how, when he was a sales manager, he would make sure that his team quickly qualified who was in the market to buy RIGHT NOW, and if they weren’t, to move along.  Wrong move.  I’ll explain why.

In today’s world, when someone is in the market to buy RIGHT NOW, they can do so without ever dealing with a salesperson.  Most of the time, they can order what they want to order online and get near-immediate gratification.  That means that salespeople are superfluous in this type of buying environment.  So what are our jobs?

Well, we need to be relationship builders.  Relationship building is more than being their buddy – it’s positioning yourself as a valued business resource that can help the customer achieve their objectives. Being a “person of value” is far different than being a “good time Charlie,” but people of values will be in position to get that opportunity when the customer is ready to buy.

We need to be expertise providers.  That means that we contribute value through the sales call itself – by finding ways to help the customer achieve efficiencies, by sharing best practices, and by helping the customer anticipate future change.  And we must do that without first getting an order.  Yes – that goes against the old “don’t be an unpaid consultant” canard, but I’m here to tell you that most “unpaid consultants” eventually get paid, and paid very well.

When I sold cars at the start of my career, they told me that the best thing I could do to start a customer’s visit was to ask, “Are you here to buy a car today?”  I counted.  50 times out of the first 50, the answer was, “no.”  Worse, I started the customer off by making them uncomfortable – and then I had to climb out of that hole to get them to buy.  I stopped asking that stupid question, and my sales went WAY up.

Making good decisions about time allocation isn’t about scurrying around looking for a customer with a pregnant RFP that you can price-cut to “win” by being the cheapest.  It’s about positioning yourself to be top of mind with difference-making customers so that, when they are ready to buy, you’re the one they call (or email or text).

Testimonials are the very best marketing materials you have, bar none.  I truly don’t care how good your marketing department is, how much you invest in marketing materials, etc.  You will never have a better marketing piece than a testimonial from a happy customer. The trouble is that most salespeople don’t know how to get a testimonial.

That’s because a testimonial allows a prospective customer to see you through THEIR eyes – and that bridges the credibility gap.  That’s the hardest thing to do when attracting new customers.  So, with that in mind, I’m going to talk about a few ways to get testimonials, and show you a very recent example of the easiest way to get them.

Testimonials used to be hard to get.  You had to ask your customer to write a letter on their letterhead, and sometimes they would and sometimes they wouldn’t.  Even your happiest customers sometimes don’t take time to write a testimonial letter; they just get busy and it gets pushed to the bottom of the stack.  Technology makes testimonials a lot easier to get.  Here is how to get a testimonial in three methods, from toughest to easiest:

1. The old school. Yes, you can still ask for the testimonial letter.  And your odds of getting one are roughly the same as they always have been – about 50/50 if the customer is truly happy.  Those aren’t bad odds and if you ask enough customers, you’re going to get one.
2. The LinkedIn recommendation. Easier than the testimonial is the LinkedIn recommendation.  The Recommendations section is, fortunately, one thing that LinkedIn has left in their free option (thus far), and I like it a lot.  It’s pretty simple to use.  Here’s LinkedIn’s tutorial on getting them.  NOTE:  Do not confuse LinkedIn “endorsements” with LinkedIn RECOMMENDATIONS.  Their “endorsement” section is meaningless – it just asks people to check boxes.  I have endorsements for things that I don’t do and have never done.
3. The video testimonial. Now we’re talking!  This is one way you can really make tech work for you.  When you’re meeting with customers, they have a tendency to say a lot of nice things about you.  Wouldn’t it be great if prospects could see and hear them do it?  You have a smartphone, right?  All you have to do is ask the customer to say those things, again, on video.  Explain to them why.  My favorite way is to say, “I really appreciate that.  You know, one way that I attract new customers is through comments like that from customers like you.  Would you mind repeating those great words on video?”  The vast majority of customers will be happy to do so.  Then you turn on your video camera on your phone and record them.You can either just ask them to repeat what they said, or even do a little interview with them.  I had just such an opportunity yesterday after a Sales Audit with Excel Linen and the raw video is below.  The reason I left it raw, rather than editing out some of it (for instance, me asking questions), is that I wanted you to see how the process works.  It’s easy.  In fact, I probably didn’t do as good a job on this one as I could have; few of my clients are local these days, so I am a bit out of practice on face to face testimonial gathering.  Still, when opportunity knocks, you answer.

   Wait, you’re saying that most of your sales calls are video and not face to face, so this won’t work?  Sure it will.  All major video conferencing platforms have an option to record.  Record your conversation and then download it and convert it into a video you can use.  Make the tech work FOR you, not against you.

Once you have a testimonial, USE IT.  Post about your recommendations on LinkedIn.  Splash the video all over social media.  Have them handy on your phone to show your customers.  And don’t think that a testimonial on one platform has to stay there.  Transcribe video comments and put them in text form on your website.  Take a LinkedIn recommendation and use it as a video frame.  Once people have said how awesome you are, for the record, you have a duty to USE IT!

Now go get some testimonials.  Here’s my video from yesterday.

A few days ago, I got a message from a salesperson who used to work for me many years ago, when I was a sales manager. It said, “Troy, you’re not going to believe this, but I have found a sales job that I am not good at!”  From most salespeople, even those who have worked with me, this wouldn’t raise much of an alarm.  But this message was from one of the best salespeople I’ve ever worked with, who has had a long track record of success across multiple industries.  I immediately perked up. I asked her what she was talking about.

“My problem,” she said, “is that I’m trying to save customers from quitting their service – but when they tell me why, I actually see it from their point of view, and I feel like I’d probably do the same thing!”  It’s not a big surprise that she sees things from the customer’s point of view.  One thing that makes her great (and can make you great, too) is her empathy and ability to see situations from the customer’s point of view – and if seeing things from the customer’s perspective is a hindrance to success, that’s a signal that bigger changes are needed than a simple sales approach.

To make a long story short (I know I don’t do that often – don’t get used to it), the real problem is that the company’s business model is obsolete now, given the wider range of choices available to the consumer. Those choices tend to not only be priced lower, they also provide better service and better meet the customer’s needs and expectations.  Essentially, her company is selling high-priced buggy whips in a world that is adopting the automobile.

The larger problem, for her, is that it hurts her conscience when she “succeeds” in getting a customer to stay, even when she knows it’s not in their best interest to do so.  I understand that – I had a job like that in my sales career, and I stayed for less than a year.  When you make promises to customers that aren’t being met, and you know they won’t be, it’s a stain on your personal integrity.

Worse, she has caught her management in enough lies that she no longer believes in the integrity of her company.  She will leave this job, I’m sure, and the company will lose a quality salesperson.

But believe it or not, this article isn’t about her.  It’s about you and your company, and the need that we all have to take a quick self-check from time to time about what we do.  If you aren’t having the kind of success and results that you feel you should have, you need to ask yourself a few questions:

• Does what I’m selling still have value in the marketplace? Sure, everything has SOME value – but is your product or service worth what you charge for it?  If time has passed you by, it’s time to update and evolve.
• Is my customer making a good decision by buying my stuff? This is the crux of selling.  My definition of selling is this:  Selling is the act of helping customers make positive buying decisions.  If you’re winning when you make a sale, but your customers aren’t winning, it’s time for a re-evaluation.
• Am I asking my salespeople to make promises that I know I won’t fulfill? Yeah, it sounds awful, but it happens every day.  I once left an industry when the service manager at my company said, “Troy, your department’s job is to sell fantasy – my department’s job is to re-sell them on reality.”  If there is a significant difference between the sale and the service, you are being unethical.  Stop it.

It can be tough to know when to evolve or change.  And not all evolution is good – many businesses have evolved themselves right out of business, when staying the course would have kept them viable.  But if the answers to the first two questions are “no,” and the third is “yes,” you have a problem.  And there’s no better time to fix it than the present.

My former salesperson will be fine (and frankly, I’m a bit honored that after nearly 20 years, she still comes to me for advice and counsel).  She’ll end up leaving this company and find another position where her skills are more appropriate.  Her company, however, won’t be fine.  They might be okay this year and next year, but soon, the obsolescence of their business model and the nature of their sales process will catch up to them.

If you’ve read my work before, you know that one of my common statements is that our profession of selling has changed more in the last ten years than in the hundred years previous.  That’s 100% true.  And it’s also true that 2020 has put the pace of change on fast forward.  We’ve talked about that in this space before (and if you haven’t seen those articles, visit my blog here; there are a lot of them).

Some things haven’t changed about selling.  It’s funny – in many of my speaking and training programs, I refer to my “Number one rule of selling,” which we’ll discuss below.  I’m often asked what my OTHER big rules of selling are, so for the first time, here are my Top Five Rules of Successful Selling.

1. If it works for you, and it’s not illegal, immoral, unethical, or against the best interest of your customers or company, do it. This is the one I refer to all the time in my speeches.  Not everyone sells exactly the same way, which means that some people are going to do things that I (or you) might not do and might not work for us.  BUT – I always say that if you are having success with a technique that doesn’t match my teachings, with the above caveats, keep doing it – but consider at least trying a different approach.  Great salespeople are constantly learning, and you’d be amazed at how many people have a technique that works for them, finally try something new, and then have a new technique that’s working better for them. In this case, the rules of successful selling are very personal.
2. They can’t buy from you if they don’t know you exist. This is probably the greatest reason to keep prospecting.  Social media is great – but it’s still a “crank and hope” strategy for most B2B salespeople.  You should always be working to make sure that every potential customer in your territory or market sphere knows you exist and has an opportunity to buy from you.  I’ve always used what I call the “blanket” philosophy of prospecting – I throw a virtual blanket over my market and then work to touch every prospect under it.  You should too.
3. The only real market research happens when you ask someone to buy. Sure, focus groups, surveys, and other hypothetical approaches are great – but if you really want to know if a particular product or service has legs, try to actually SELL it to someone.  I’ll never forget working for a company about twenty-five years ago that rolled out a new product. It was well researched; in fact, some of my own customers were very positive about it – right up until I asked them to write a check for it.  It wasn’t just me, either; the entire product flopped because, in the hypothetical sense, it looked great. In the actual sense, nobody was all that excited about paying for it.  Your salespeople are always the best market researchers.
4. Comfortable Customers Buy. This simple three-word statement forms the basis of my sales training and approach, and it’s one of the biggest rules of successful selling.  Think about all the manipulative and phony techniques that are designed to maneuver a customer into a corner – and throw them away forever.  Customers that are comfortable with you and your sales process (which respects their buying process) buy, buy more happily, buy more often, and pay more.  When you make a customer uncomfortable in their dealings with you, they’ll find someone else – or just buy it (whatever “it” is) online and not have to deal with a salesperson.
5. You must love the ACT of selling, not just the result. Sales is a hard job.  What makes it harder is that, for even the best salespeople, the majority of their activity does not result in a sale – that’s why we have sales funnels.  We recognize that not every call results in an appointment, not every appointment results in a proposal, and not every proposal results in a sale.  Salespeople who only love the sale (the result) tend to burn out quickly; salespeople who love the calls, the appointments, the proposals, and the rest of the work not only have longer careers, they have more successful ones.

Now you know my top five rules of selling. There are definitely more guidelines – but most of them fall under one of those top five rules.  Which one is most important?  I’m not sure there really is a hierarchy, despite my numbering them.  Follow them all and you’ll have a great career – even in the weird selling world of 2020 and beyond.