Back to Basics Want to create a strong sales foundation? Then keep these building blocks in mind.
By Barry Farber
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The start of a new year is the perfect time to review and renewthe foundations of selling. Successful salespeople understand thatthe "fun" comes after the fundamentals; once you have thebasics down, then you know the secret to success. Here are six waysto build the strongest foundation possible:
1. Never make assumptions. When I first started in sales,I remember driving by certain small businesses. I assumed that,because of their size, they would be a waste of my time. I wasgoing for the big guns. But the big guns didn't always pan out.When I went back to the smaller businesses, they often turned intomy biggest customers. That's why my philosophy is to live bythe numbers. The more calls you make, the more sales opportunitiesyou create. Sure, you need to qualify your prospects, but don'tget so caught up in qualifying that you lose out on the lessons youcan learn from simply making the calls.
2. Reach out after-hours. It's amazing how manypresidents and CEOs are at their desks at 6:30 p.m.-with noreceptionists to screen your call. Not only is it a greatopportunity to speak with the executive directly, he or she willmost likely appreciate the fact that you're still working afterbusiness hours as well.
3. Know when to walk away. In the country song "TheGambler," Kenny Rogers sings, "You got to know when tohold 'em, know when to fold 'em . . ." With selling,you need to know when an account costs you too much in terms oftime, effort and money. Too many sales reps spend too much timewith people who can't be sold, who won't be sold, or whoare just buying price. Carefully measure your return oninvestment.
4. Expand from the top. Think of it this way: It'smuch easier to come down a hill than to climb up. We often assumethat top decision-makers will be too busy to speak to us. Butstudies have shown that more than 80 percent of CEOs were in salesat one time or another (and are usually still selling). They knowwhat it takes for someone to approach them directly, and they havegreat respect for people who have the skills and tenacity to makethe call.
5. Focus on the relationship. One of my literary agencyclients, a sports agent, traveled across the country just to have afive-minute meeting and shake hands with a potential client. In theend, the player signed the deal because, he said. "Anyone whowould fly out here just for a five-minute meeting must thinkI'm truly important." Truly great salespeople know thatall sales are built on relationships, whether it's a one-timetransaction or a long-term deal.
6.Make the sale. A sale is not a sale until it'sclosed. You don't close a sale by blocking someone into acorner and making him or her feel manipulated. When you'vebuilt your foundation by asking questions and gatheringinformation, closing is as easy as asking "Why don't we goahead with this?"
When business is strong and things are going well, it'sbecause your foundation is sturdy. When things go wrong, when youfeel the walls crumbling around you, it's time to go back andshore up the foundation once again. This fundamental process ofhard work and determination will give you the strongest foundationfrom which to work.
