“How Do I Start The Sales Process?”

Question From Blog Reader:

I’m assuming that you mean: “how do I start the process so that I can control it all the way through?” That’s a better question. In this post, I give you several components of how to handle the very first call.

You see most sales training programs teach you a selling method that immediately has the prospect on the defensive. It’s that old game of “convince, persuade, and defend.” No system will cause your prospect to be resistant like the old school of selling. I don’t know about you, but I don’t want my prospect suspicious–or reluctant–about me in the first few minutes.

A better way is to begin with several components:

A) Upfront understanding of the process. It’s elegant. You tell the prospect in the first few minutes why you’re there, you ask them what their agenda is, and you agree that at the end you are OK with a “no” or a “yes” or a “yes, let’s move forward.” It’s better if both parties have a game plan for the first call. It takes the pressure off.

B) Tell the prospect you “aren’t sure” if you have any value to bring him. Afterall, that’s the truth. How can you possibly know if you haven’t found out what he’s thinking (or what his problems are)? I had a guy last week call on me and after 30 minutes of him droning on about his benefits, I said, “how come you haven’t asked me any questions?”

His answer: “I don’t need to. I read your website.” Do you believe he said that?!! What does my website tell him about my problems? Not sure about you, but I don’t put my business problems on my site.

Most sales training tells you to be “enthusiastic” and be “certain” about your ability to help him. I’m OK if you believe in your product. But you can’t know if you can help if he hasn’t revealed his problem to you.

C) Talk less than 50% of the time. I hear some trainers say the prospect should be talking 80% of the time and you 20%. I’m not sure about that. It seems a bit disingenuous to even put percentages on it. But one thing you CAN’T do is interrogate. That’s the kiss of death. When it’s your turn to talk, tell stories, give your observations, share some of your knowledge (give a little away).

Hope this helps. Remember, your intent heading into the call is to create an environment where he’s telling you the truth. And that won’t happen if you’re too eager. Many times, old sales training teaches you the wrong things to say.