A few months ago, one of our client VPís called in distress. His sales rep, a great guy who is highly skilled and motivated, wasnít making his numbers. ìBobî told me that his rep wouldnít ìlistenî to his coaching and advice. Every time Bob went to work with Jim, he left the sales territory frustrated and discouraged because Jim wouldnít listen to his advice.
Donít get me wrong, Bob was providing excellent advice. But Jim wasnít listening for the same reason our daughter has difficulty learning anything from her parents: he had heard it from the same voice over and over again. Not only that, but Jim thought that Bob was too hard on him. Bob complained that Jim wouldnít take his advice seriously. I felt like a counselor conducting an intervention session!
Bob committed to one more shot at bumping up Jimís success level by asking me to work in the field with Jim. Admittedly, the first time I worked with Jim I felt the same frustration that Bob had been feeling. Jim talked too much, he didnít ask his customers any questions during his calls, he became obviously nervous after hearing objections, and failed to close time and time again. Sometimes when coaching him, I felt like I was speaking to into a vacant lot!
However, Jim was listening because soon, his sales habits began to change for the better. After working with him, he started qualifying and asking for the sale. I returned six weeks later to work with Jim again. This time, we focused on his organizational skills. I showed him a method of networking with his association contacts that would leverage his relationships and close more sales.
He listened again. Just two weeks ago, Bob called to inform me that Jim went from almost last in his company to a contender for the Presidentís Club at their company. Out of 100 reps, Jim is in the top 5. Itís been a wonderful transformation for Jim, and Bob is pleased as punch because heís making more money, too.
Now, what transpired? Did I: #1 wave a magic wand to get Jim to change his habits? Did I: #2 Bribe him with an all expense-paid trip to Hawaii just to try some new techniques? Or, #3, did we just communicate differently so that Jim could learn the ropes from someone who has been there with others, dozens of times?
Iím sure you picked #3. First, I patiently walked Jim through a series of step-by-step instructions. We wrote them down together on colored paper; to increase his retention. We role-played phone conversations and then I coached him as he called clients. We worked in the field together and immediately after the call, and not while he was driving, I coached him on his sales call. He had to analyze what went well and what didnít work and why.
Lastly, I encouraged Jim and recognized his efforts every time he tried something new; even if he failed. Because trying something new, when you are an experienced sales professional, is the hardest thing to do. Sound familiar?
I challenge you to try something new this week. When you do, email me and let me know what you did and what changed in your customer interactions.
If you need some inspiration, try one of these for starters:
1. Set aside 45 minutes, twice daily, to make NEW outbound calls
2. Make 5 phone appointments with prospects for this week
3. Time yourself in your calls. See how long you can remain quiet and listen to your customer without interrupting
4. Avoid multitasking while on the phone for one whole day
5. Turn the audible sound off of your email so it doesnít interrupt your flow
6. Listen to your customerís real objection and after you do, resist the urge to tell, tell and tell a response. Ask questions, to clarify, instead.
7. Call an existing customer just to thank him/her for their business. |
