It’s the time of year that brings to mind the Leprechaun and how many sales people operate every day as if they were this bearded green mythical character. Like the Leprechaun, sales people are observed tap-tap-tapping their tiny cobbler hammer, driving nails into shoes, appearing they are hard at work, confusing activity with results. It is the same expected behavior and selling techniques that have been passed down for hundreds of years with the hope that it will lead to a pot of gold. There is no pot of gold using antiquated sales practices and the customer of today is in a different place. Why do we continue to follow a rainbow that has moved or doesn’t really exist?
Why then, are we teaching our sales representatives to continue to tap-tap the same way they did in the past. We have even implemented CRM technology that inspects our out of date practices when the real answer is to change the way we sell. Our customers have changed. How they get their information has changed so it just might be time to put away the cobbler hammer and start ‘Selling in the Now”. Selling is no longer folklore but a deliberate effort to keep in tune with today’s buyers and how they buy.
Let’s take the tap- tap practice of cold calling. Ancient wisdom always told us that if we tap (knock) on enough doors we will find someone who will buy from us. Behind those now locked doors are buyers who get their information from the internet and each other, yet we still address this phenomenon by just making more calls. Are we taking the time to target those prospects that are predisposed to buy? Standing at the edge of the woods, taking a shot and hoping to hit something isn’t hunting.
Why are we spending our sales training dollars on what to say when we get in front of a prospect when the new challenge of today is getting that face-to-face appointment. We work very hard tap-tap-tapping on a standard brochure or elevator pitch when buyers have ceased to be standard. We challenge our prospects when confronted with an objection, yet the buyer of today is too informed (or think they are) to let us get away with a challenger attitude. Do we fully understand that today’s buyers talk to each other to seek consensus of thought? Are we truly too busy tapping our cobbler hammer to look up and see who our new buyer is and what matters to them.
The good news is, there really is a pot of gold if you follow and understand the rainbow of today. It’s no longer how many nails you hammer but which ones and where you place them. We grew up in a world that taught sales tactics yet today’s success is embedded in the correct selling strategy. Get your sales team on the right track first, then speed up the engine.
Remember history is a great educator of what not to do in the future, so leave the Leprechauns out of your sales practices and realize your customers are no longer attracted to a tricky green man with mythical results.
Author: Rich Lucia
March 15, 2017