Maybe you only have yourself to blame

I overheard sales dialog on the airplane this morning. “The customer has never responded to one of my emails, and never calls me back. The only time he calls me is when he needs something.” Then back to devouring this week’s edition of US Weekly magazine.
Sound familiar?
Why do salespeople blame other people and/or other things for their own ineptitude? Why didn’t this salesperson say, “I gotta work on my voicemails and emails. They’re not getting any traction, and they’re costing me major money. I’m going on an all-out effort to improve my writing skills, my voicemail skills and my creativity to generate better response!”
I’ll tell you why: It’s easier to blame others for your shortcomings than it is to take responsibility for them. It’s easier to blame than admit you’re not that good. It’s easier to blame than it is to improve. It’s easier to blame than face your own reality.
And I’m certain this message applies to you.
You blame the customer when something goes wrong, something didn’t happen as planned, someone didn’t respond, or you lost a sale to a competitor – especially at a lower price. Wrong. Very wrong.
I have been helping salespeople sell more and sell better since 1976, and during the time no one has ever come to me and said, “Jeffrey, I didn’t make the sale, and it was all my fault!” Interesting statistic.
Rather than blame, I have some answers that will help you. Actually, I have some questions. Questions you MUST ask yourself BEFORE you blame. These questions will give you a brand-new perspective, and they automatically shift blame to responsibility. They will bring you a new sense of reality. And they will make you a better salesperson.
Ask yourself “WHY” to get to the truth.
&#8226 Why was my call not returned?
&#8226 Why did they cancel my appointment?
&#8226 Why did they delete my email?
&#8226 Why did they not respond to my email?
&#8226 Why did they say, “Not interested”?
&#8226 Why did they say, “We’re happy with our present supplier”?
&#8226 Why can’t I set an appointment?
&#8226 Why can’t I get through to the decision-maker?
&#8226 Why are they meeting with other vendors or suppliers?
&#8226 Why did they take the lowest bid?
&#8226 Why did they buy from the competition?
&#8226 Why did they tell me that my price is too high?
Why are you blaming others (especially customers) for your inability to attract, engage, connect and create value that leads to a sale? One of the weakest and least-exposed shortcomings of salespeople is how they use time. If you’re allocating too much time to watching TV or other nonsense activities, you’re wasting valuable career-building opportunities.
Whatever you’re doing with your nonbusiness, nonfamily time, ask yourself these reality questions:
&#8226 Will this help me double my sales?
&#8226 Will this help me build better relationships?
&#8226 Will this help me become better known?
&#8226 Will this make me be perceived as a person of value?
&#8226 Will this help me build my reputation?
&#8226 Will this help me build my sales and personal-development skills?
Work on these elements of your sales and business life:
&#8226 Message leaving. Are your messages in any way impacting your standing and status with the customer? Is there an ounce of value or creativity, or are you just begging for some news about the proposal you sent (and calling that a follow-up)?
&#8226 Be available. Your prospect will call you when they are free. This may be before or after business hours.
&#8226 Be easy to do business with. Customers want everything NOW!
&#8226 Leave value messages. Something short and sweet that they can use.
&#8226 Study creativity. Your competitive advantage is to be perceived as different. Read a book on creativity as a starting point.
&#8226 Be more friendly than professional. Sales is a profession, but salespeople must be perceived as friendly.
&#8226 Build your business social media presence. Are you tweeting value messages? Interacting with customers one-on-one on your business Facebook page? Looking to make new connections on LinkedIn? Creating a YouTube channel with customer testimonial videos? Or are you watching the news?
&#8226 Use meals to build relationships. You’ll be amazed how much more available customers become once you get to know them personally. Meet breakfast or lunch prospects and customers at least three times a week.
If you want customer response, you have to earn it. &#8226


Jeffrey Gitomer is the author of “The Sales Bible” and “The Little Red Book of Selling.” President of Charlotte-based Buy Gitomer, he gives seminars, runs annual sales meetings, and conducts Internet training programs on selling and customer service at www.trainone.com. He can be reached at (704) 333-1112 or email to salesman@gitomer.com

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