In 1987 a TV series called “Max Headroom” broke onto the scene. It was a futuristic show about a network reporter who gets caught up in an experiment and becomes a computer-generated personality. The series only lasted one season (14 episodes), I think but it was fun to watch.
Unfortunately, many sales people are talking heads, too. And they aren’t so fun to watch—or listen to.
A talking head sales person is someone who shows and throws up. A few years ago I took a call with a sales person who ended up talking endlessly about his product. Although he had a great product, he lost the deal because he spent way too much time talking
Here are 7 reasons why talking head sales people seldom reach their sales quotas.
1. They talk too much
As obvious as is seems many sales people don’t get this. I recently attended a networking meeting with small business owners and I found it fascinating as I listened to people talk, talk, talk and interject their opinion at every available opportunity. I could see people rolling their eyes, yawning and trying to figure out what those people were trying to say.
2. They can’t articulate the value of their product
At the same networking meeting I mentioned above, each person had several minutes to introduce themself and explain to the group who they were, what they did, what type of business they were looking for and how they might help other people in the group.
Not surprisingly, the talking heads were unable to do this. In most cases, they rambled incoherently without giving the rest of the group a clear picture of what they did and how we could help them.
3. They talk about the wrong stuff
Talking heads tend to talk about what is important to them, not what is of value to their prospect. This approach usually results in a sales pitch that is unfocused and that fails to demonstrate the value of their product, service or offering.
4. They don’t ask questions
Talking heads seldom ask questions because they are…too busy talking, of course!
When they DO ask questions they usually interrupt their prospect before they have had a chance to fully respond or explain their situation. That prevents them from uncovering potential problems and identifying how they can actually help their prospect improve a particular situation.
5. They don’t hear the prospect
Because they are busy waiting for their turn to talk, talking head sales people often miss key information. They may nod and smile as their prospect is sharing key details of their situation but they are usually just waiting to present their solution or talk about their product or service.
6. They present the wrong solution
This becomes an obvious outcome after considering the previous points. If you don’t ask the right questions and listen to the responses, it is extremely difficult to present the appropriate solution. Enough said.
7. They miss cues and clues
Years ago, I met with a talking head sales person who spent the first 15 minutes of our meeting talking. While he was pontificating, I looked at his product and figured out—on my own—how I could use it. When he stopped to take a breath, I said, “I’ll take.”
However, rather than say something like, “Great. I’ll send you an invoice” he kept talking. In fact, after telling him three times that I wanted his product I seized it from his hands, stood up and said, “Send me the bill.”
He was so intent on telling me everything he wanted to say that he was oblivious to my not-so-obvious buying signals.
Talking heads are passionate about their product, solution or offering. They are very effective at developing great relationships with people. And, they are usually really nice people. However, they seldom reach their sales targets or quotas.
I have long believed that sales is an honorable profession, at least for those individuals who “get it” and do it right. Unfortunately, there are many people who give sales a bad name and reputation.
If someone gave me a magic wand and I could “fix” the sales profession, here’s what I would do…
1. Sales people ask thought-provoking questions.
If you’ve read my blog for any length of time you know that I’m a big believer in asking people high-value, tough, penetrating questions. Unfortunately, most sales people miss this.
2. Every sales presentation focuses on the prospect or customer’s needs first.
It sounds like a simple concept but the majority of sales people start off on the wrong foot.
3. Sales people never misrepresent their product, solution or offering.
I have never understood this approach. You might get the sale in the short term but you will seldom get a long-term client or a repeat sale.
4. Sales reps who cold call actually take the time to do some research before they dial.
This is such a fundamental concept. Enough said!
5. No sales person ever opens a call with, “How are you today?”
This is so lame…can’t you think of a better way to open a dialogue with people?
6. Sales reps are honest about the drawbacks of their product.
No one likes to admit that their product won’t do everything their customer wants it to. But no buyer expects a product to be perfect either. Be honest with people and your results might change.
7. No sales pitch ever starts with 5 slides focusing on the seller’s company.
I don’t think anything needs to be added to this point other than to say this, “If you think opening your presentation with details about your company is goingto compel them to buy from you….you’re sadly mistaken.
8. Sales people actually listen.
Huh? Seriously, if more sales people listened to their prospects and customers more sales could be won.
9. Sales training consists of more than product training.
Too many companies mistakenly believe that product training is enough. However, truly successful companies know the difference between product training and sales training.
10. Sales leaders hire people who are actually well-suited for their sales role.
Experience in a particular industry does not mean someone is, or will be, a good sales person.
11. Good sales people aren’t automatically promoted to sales manager.
Just because someone is a great sales person doesn’t mean they will be a good sales manager. In fact, in most cases, they will fail because the requirements for success are completely different.
Seriously? Do you REALLY think that helps your team close sales?
13. Sales people don’t waste time trying to develop rapport by engaging prospects in small talk or social chit-chat.
This is an outdated sales tactic that needs to be abolished. Busy decision makers no longer have time to talk about non-sales-related topics.
14. Sales leaders involve their team in the setting of quotas and targets.
Far too few sales managers involve their reps when determining sales targets. However, it is a powerful techniques that gain buy-in and commitment.
15. Marketing and sales work together to develop materials that actually work and mean something to prospects and customers.
Unfortunately marketing departments create fancy and expensive brochures that don’t actually help sales people.
16. Sellers stop using manipulative tactics to try and close a deal.
If you need to resort to this type of approach you should consider another career.
17. All sales people possess a solid understanding of their products.
This can be challenging if your company sells a wide ranges of products. However, at the very least, you should have a basic understanding of all of your products.
18. Companies provide on-going sales training to their team.
A pipe dream, I know. However, regular sales training can help your sales team deal with new challenges and learn how to deal with changes in the marketplace.
19. Sales people constantly upgrade their selling skills.
See above point.
20. Sales managers never use the phrase, “Always be closing!”
Similar to point 12, this comment does not motivate people to close a sale.
21. Sales managers take the time to properly coach their team.
Unfortunately, sales coaching is still not widely accepted. Yet, when executed properly, it can have an very positive impact on sales results.
You will notice that I did not include anything about the negative behavior of buyers or decision makers.
I deliberately excluded this because if the above issues were fixed buyers wouldn’t behave the way they often do. After all, they wouldn’t need to.
What do you think? What have I missed that should be included on this list?
Please add your comments below…
I help sales teams master their sales conversations. Could this help your team? If so, give me call: 905-633-7750 or Kelley@Fearless-Selling.ca
A national newspaper called me a few months ago and offer three free months of Saturday delivery as a trial offer to get new subscribers. Since it was a no-risk offer (no upfront credit card required), I agreed.
As promised, I received the paper the following Saturday; however, that was the only issue I received.
Today, the newspaper called to inquire how I enjoyed the free trial. Here’s how the conversation went.
Caller: “Our records indicate that you have a free trial of (insert newspaper name here) and we’re calling to see how you have been enjoying it.”
Me: (Pausing because I had completely forgotten about the trial delivery) “I’m not actually receiving it.”
Caller: Oh, well…our records indicate that you are.”
Me: “Uh, no. I received it on the first weekend but that was the only copy I have received.”
Caller: “Well, you should be getting it delivered until July 22nd.”
Me: “And I’m telling you that no one has delivered your paper since the first week.”
Caller: “Sir, my computer shows that…”
Me: “Never mind.”
Click.
She may have heard my words but she wasn’t really listening to me.
This happens in sales, too.
The sales person is so intent on making his point that he doesn’t actually listen to the prospect’s key message or concern. Or, he is just waiting for his turn to speak instead of focusing his attention on the other person’s words and underlying tone.
Listening and hearing are two different things. If you are serious about increasing your sales and improving your results it is essential that you actually listen to your prospects and customers.
Did you know that I speak at sales meetings, conferences and other related events? If you’re planning a sales event and need a dynamic speaker give me call. 905-633-7750 Here’s a video clip you might enjoy.
There are many highs and frequent lows. Constant pressure to reach sales targets, customer and prospects that are more demanding, and changes in the marketplace all make sales a tough career.
If you are serious about maintaining a long-term career in sales, here are 14 things you should never stop doing. If by chance, you haven’t started doing some of these, I suggest that you do start…the sooner, the better.
1. Prospect.
If you do nothing else but prospect for new business every day the chances are you will always be busy and seldom, if ever, experience peaks and valleys in your sales.
2. Improve your skill.
Professionals in many industries require regular upgrading up skills. Selling is no different. The marketplace has changed and what worked five years ago is no longer relevant. Make the time and invest in regular self-improvement programs (workshops, conferences, books, audio programs, etc).
3. Listen more than you talk.
People who listen more, learn more. The more you learn the more effectively you can position your solution or offering. Enough said.
4. Establish clear call objectives.
Whether it’s a face-to-face meeting or telephone call, you need to have a clear objective of what you want to accomplish. Closing the sale is NOT an objective.
5. Create plans (yearly, quarterly, monthly and weekly).
I know very few sales people who actually create a business plan for the entire year. What sales do you want to achieve? How will you reach those targets? What daily, weekly and monthly activities do you need to execute to achieve your goals?
6. Study your products.
How much time do you spend studying and learning your products? Do you know the key differences between similar products? Do you know how each product will actually benefit a customer?
7. Network.
Effective sales networking means attending the events that your key prospects attend, not the events you enjoy going to. A friend of mine deals with high-ranking executives so he attends high-profile fundraising dinners. The cost of entry can be expensive but the return can be excellent.
8. Ask awesome questions.
I’ve mentioned this…more than once! But the ability to ask great questions, tough probing questions…penetrating questions, is one of the most effective ways to increase your sales.
9. Deliver great presentations.
Don’t confuse this with the ability to stand up in front of several hundred people and deliver a keynote presentation. The key to delivering a great sales presentation is ensuring that it addresses your prospect’s key issues and that it focuses on their needs and objectives, not your agenda.
10. Adapt your approach.
Do you ever consider the personality style of the other person when planning your sales presentation? Do you know if your prospect prefers correspondence via email, texting, face-to-face or telephone? Is your prospect a 35,000 foot view person or do they like to know every detail? Adapt your approach accordingly and you will increase your sales.
11. Set high goals.
People with the highest goals tend to achieve more. Are your goals challenging and motivating? Do you even set your own goals or do you simply take what’s given to you by your boss?
12. Be persistent.
Four or five years ago it would take an average of seven calls to connect with a new prospect. Now it’s a safe bet to say that it can take as many as twelve or more, just to make that first contact. You need to be diligent and persistence.
13. Forge relationships.
Developing and maintaining great relationships with prospects, customers, friends and other people in your network is one activity that will ALWAYS pay off.
14. Show respect.
I have seen, firsthand, how poorly some sales people treat gatekeepers and receptionists and it always disappoints me because I am a firm believer in treating people with respect and dignity. Yes, that person may only be the receptionist in your eyes but they often hold the key to the Presidential Suite. Treat them accordingly.
What do you think? Are there other things that sales people need to keep doing that aren’t on this list?
Does your team need some brushing up on these activities? Maybe I can help. Contact me and we can discuss the best way to achieve this.
It never ceases to amaze me how many sales people seem oblivious to their prospect’s comments and/or requests. Here’s what I mean…
A few days ago I received an email with the subject line “Can we schedule a call?” I didn’t recognize the sender but I opened the email anyway. Here’s what it said,
Hi Kelley,
I was planning to call you today, but I thought it would be less intrusive to send an email first.
Are you the most appropriate person to discuss the company’s e-mail newsletter campaigns?
Because I already use a service for my weekly newsletter I had no desire to talk to anyone about this. The sales trainer in me thought about ignoring the email to see if he would follow-up but for some reason I felt compelled to respond so the next day I sent this email:
Hi (Salesperson),
Thanks for your email. I currently use (THIS COMPANY) for my newsletter campaigns and have no plans or interest to change at this time.
Regards, Kelley
Less than a minute later I got this response…
Hi Kelley,
Understood. Thank you for your email.
For your vendor folder, I’ve included two items:
1) A brief recorded version of the demo, so you can take a look at your convenience. a. Here’s the link: http://www.AnyCompany.com
2) Pricing: Our entry level account is $199/month (with a one-time setup fee of $395) – which includes storing unlimited images, unlimited lists and email contacts.
After you have a chance to check out the product, perhaps we could schedule a call if you would like to discuss further.
Best,
(Salesperson’s name) Business Development Manager
Now, I give the guy credit for responding but (and it’s a big BUT) he completely disregarded my email and ignored me. Does he really think I’m going to drop everything and check out his service? Especially since it’s more than double what I pay right now?
A few years ago, I delivered a sales training program and afterwards a participant rushed up to me and wanted to give me his brochure. I told him that I didn’t need his service and that his expensive full-colour brochure would only end up in the garbage. He kept persisting so eventually I took his package. However, when I returned to the office, it immediately went into my circular filing system (trash can).
I recognize the importance of persistence in sales. However, you need to make sure you’re persisting with the right prospects. Giving people information when they don’t want it seldom accomplishes anything.
YOU might think it is worthwhile sending prospects information like this sales person did but in reality most of the people you send it to don’t care or don’t want it. Which means you end up wasting your valuable time.
