Don’t get me wrong, Bob was providing excellent advice. But Jim wasn’t 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 wouldn’t take his advice seriously. I felt like a counselor conducting an intervention session!

Bob committed to one more shot at bumping up Jim’s 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 didn’t 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 President’s Club at their company. Out of 100 reps, Jim is in the top 5. It’s been a wonderful transformation for Jim, and Bob is pleased as punch because he’s 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?

I’m 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 didn’t 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. 

 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 doesn’t interrupt
your flow
6. Listen to your customer’s 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.

(c) Renee Walkup, SalesPEAK, 678 587-9911 www.salespeak.com