Racing to Close the Sale

The sales process provides a road map to follow when you are driving toward winning new business. The course begins with identifying a prospect and traverses through a series of events to the finish line. The intended destination on the map is the “close”. The place where you complete the sale, where you can declare you have won the race! 

All sales people desire the race to be short from start to finish. Sales people hope to navigate around a few laps versus taking a long and winding road trip with many starts and stops. Experienced sales people have the endurance for the longer trek; where as, new sales people often lack patience and the will to stay seated for the extensive ride.

Most “starts” in the race never make it to the finish line. They breakdown somewhere in the process. The early racers may believe they are driving a qualified opportunity, yet fail to make the needs analysis turn or drive off the road at negotiation. By laws of averages and experience, more than 90% of opportunities that start will fail to get all the way to close. No matter the product or service, for every 10 qualified starts only one winner will result.  In other words, nine out of 10 deals will never make it to the close.

Winning or losing creates great anxiety in sales. The race to closing is arduous. Gripping the wheel, staying on course, focusing ahead requires concentration, skill and patience. The better drivers know they need to use their road map and not veer off course. The effort to get to the finish line can be months and even years with large deals. The pressure to close can drive sales people to make some simple driving mistakes.They take shortcuts to get to the finish line, avoiding key road signs that tell you whether you are approaching the finish or have miles and miles to go. Worst, they give up and quit the race.

One of the best indications for assessing how close you are to the finish line is to ask for agreement at every turn. “Are we there yet?”  It is true, the repetitive process of asking “are we there” can get annoying for some; however, you need to identify your road markers.  You need to know how close you are to the end of the race. The only way to know is to ask if you and your prospect are in agreement. You don’t want to end up at the finish line and find out your paying passenger jumped out long ago.

Every turn you make in the sales process requires a pit stop. Stop. Check to make sure the prospect is still engaged, agreeing to the journey and willing to go the distance.  If you fail to engage at the check points, you will mostly run out of gas and never see the checkered flag. You successfully end the race when you cross the finish line with your new customer seated next to you and you both are headed to the winners circle.

“The winner ain’t the one with the fastest car, it’s the one who refuses to lose.” – Dale Earnhardt

Jamie Glass, President and CMO at Artful Thinkers @jglass8

Capitalize on the Dog Days of Summer

There is a constant drum beat in business circles that summers are difficult for getting anything done. There are a variety of excuses that justify this belief, including, “everyone is on vacation“, “people don’t work when kids are out of school“, “buyers are not engaged“, and of course “decision makers are unreachable“.

The hard reality is these excuses are self-fulling prophecies.  We are more wired, more connected, more engaged today.  Business is not done during the hottest months of the year because we assume we will get a no before we ask for the yes.

The facts prove people are working all summer.  Monthly average work week data shows that we work the same amount in the summer as we do all year round.  Decision makers average 49 hours per week.  We are more productive than ever.  So, why are you not capitalizing on the hottest months of the year?

The Dog Days of Summer are the best time of the year to build up prospects, qualify leads, refresh your marketing strategies and compete for mind share.  While everyone else falls into the excuse trap, you have an opportunity to make noise and get noticed.

Laying back until September to heat it up your marketing and selling efforts only pushes you into the most distracting time of the year.  Right after Labor Day, decision makers are budgeting for 2013 and events are abundant.  Daily sales calls peak and we are all flooded with competitors emails and advertisements trying to capture top of mind awareness.  Simply, your odds are much better to get noticed during the summer months.

Here are some suggestions on how to capitalize on the final dog days of summer:

1.  Reach out to current customers.  Estimates are that it is 7x less expensive to get business from a current customer than a new customer.  Update your current customers on your latest business activities and see if they are ready to buy more.

2.  Prospect for opportunities.  Run reports from your contact database to see who has not been reached in the past six months.  Put them on your priority contact list and create a campaign to heat up some buying interest.  Activity creates action.

3.  Build sales plans for key accounts.  Spend time to craft detailed sales plans for your top prospects.  Identify decision makers, buying cycles, budgets and key influencers at your top target companies.  Read up on their latest news and research their business to identify critical needs.  Use your sales plan to carefully craft the value proposition for doing business with you and then set the appointment to make the pitch.

4.  Promote, promote, promote.  As others hold back until after Labor Day, you have the opportunity to use public relations and social media campaigns to gain attention.  Take advantage of the slower news cycles and go for the headline.  Do whatever you can to get the attention of those seeking your products and services.

5.  Summer close out sales. There is a very strategic reason why Christmas in July sales dominate the dog days of summers.  Retail outlets and online storefronts are looking to clear out inventories.  The other reason is June, July and August sales are the time people will typically start shopping for school and holidays.  Consumers expect a deal.

6.  Refresh your sales and marketing strategies.  Review your strategic plans. What has worked, what is not working and what market opportunities exist for the business in the next 18 months. Tactics follow strategy.  If you are only doing the work and not evaluating the impact on your strategy, you could be heading in the wrong direction.

7.  Pivot now.  Review your key performance indicators and adjust if you are are going to miss your mark.  Making a change now can benefit you in the last quarter of the year.  Don’t wait, start executing your changes and new strategies to achieve your business goals this year.

It is time to heat it up!  You have fewer people competing for attention and business right now.  Take advantage of it.  People receive fewer emails, fewer calls, so use this as an opportunity to make a direct connection today and set the wheels in motion to capitalize this year.

Jamie Glass, Outsourced CMO and President of Artful Thinkers, a strategic sales and marketing consulting company and Sales & Marketing Services Managing Director at CKS Advisors. 

Questions Sales Candidates Ask that Should Stop the Interview

There are certain questions that should raise a red flag when you are interviewing sales candidates.  You are hiring a person who will be responsible for driving your business forward.

The sales person you offer the job is representing your brand, your company values and creates your business first impression.  This person is accountable for increasing revenues.  Know for certain, they will have a bottom-line impact on your business.  Positive or negative, the interview process is critical in making the best determination of the outcome.

There are questions and statements sales candidates make that are telltale of their priorities.  When you hear them, stop the interview, thank them for their time and move onto finding a better qualified candidate.  Your time is valuable and you need to find the best person for the job.

One red flag or alarming question is enough, no matter how many other green flag answers you were given during the interview process.  Avoid the energy of imaging “what if” or talking yourself into dismissing what you know was a clear indicator this candidate is not worthy of the job.  Don’t compromise!  Your business can’t afford a bad hire.

The biggest red flag is not having any questions prepared.  Ask everyone you interview, “What questions do you have for me?”  If the sales candidate responds that they do not have any questions, stop!  Any novice interviewee will have at least one or two questions prepared for any job interview.  This response tells you they have no interest in the job you are offering.  It also indicates they didn’t do any homework before the interview. Next.

Here are more red flag questions:

1.  ”What opportunities are there for promotion?” We all love ambitious people.  The problem is that you are not hiring for a future promotion.  You need a person to do the job you have open right now.  This question may be a red flag that your candidate is more focused on telling others what to do, not doing the job themselves.  They may feel over-qualified.  They absolutely are telling you they are not interested in the current job opening.

2.  ”How do I get leads?”  This is an indicator that the person may not like cold calling.  It is hard work.  There are some sales people that only perform well with nurtured, warm leads.  Your sales hire should be equally good at cold calling, as growing business with existing customers or well qualified leads.  No one really wants to take a job “dialing for dollars”; however, you have to hire someone that will do whatever it takes to find customers, including making a lot of cold calls.

3.  “What is my salary?” People who ask this question want security.  Sales is risky business, for the business owner and the new hire.  A green flag question from a qualified, competent sales candidate would be, “What is my quota and commission rate?”.  They might even ask you if there are caps on earnings and incentives for exceeding quota — even better.  When a person indicates they are hungry to earn more than what you project at 100% of their sales goals, that is a very good sign this person is used to winning.  A person that is asking about salary wants to know if they can live on the base pay.  Not good.

4.  “What are the hours and the vacation policy?” Sales is a do whatever it takes job.  If a person is worried about the hours they are working each day and when they get their first paid day off, they aren’t thinking about how much money they will make selling for you.  A green flag would be a question about how soon they can get into the office each morning.

5.  “Where will I be sitting?” Sales people should be able to perform anywhere they are located.  Whether they are in an office, cubicle, table or at home, good sales people will sit where they have access to a phone and computer.  This is a person that is not attentive to the most important qualifications needed for this position and they are wasting your time.

6.  “What qualifications are you looking for?” This is a red flag that the person did not prepare for the interview.  Researching the job and the company should provide indicators of what is important in this job. This is a sign the candidate may be looking for any job, no matter what you have to offer.  You need a qualified candidate that fills the job you have open now.  This question is also an indication that the sales candidate is not ready to make an assumptive close.  The assumption should be that they are qualified for the job and they do not need to be interviewing you for background information.

Making a hiring decision about a sales candidate is difficult.  You need to trust this person will take on the responsibility you give them to grow your business.  They must be accountable for delivering results.  They must be eager to learn and willing to do whatever it takes to win.  Most importantly, they need to be able to ask for the close and that means they need to ask you for the job!

Jamie Glass, Outsourced CMO and President of Artful Thinkers, a strategic sales and marketing consulting company and Sales & Marketing Services Managing Director at CKS Advisors.