Taking care of detail is key to success today

Good economic times make it easy to sell. It isn’t just that the money is flowing freely. Mostly it is the buyers’ upbeat, positive, “we’re invincible” attitude that gets the orders. In a word, they are ready to buy!
That was then. What about now? Customers are going inside, closing the drapes and are anything but interested in seeing salespeople.
It is at moments like these that we often begin a quest for the “silver bullet.” But going in search of the silver bullet is oftentimes just an exercise in playing Russian roulette.
There is simply too much at stake to following a path that potentially leads to that kind of disaster. So that we’re all on the same page, here’s a three-point reality check for anyone in sales:
• Stop hoping that “things will change for the better.” They will, of course. But no one knows when. Waiting it out is only a plan for greater pain. Yours.
• Forget about relying on relationships with “influencers” to bail you out. They are so preoccupied with their own concerns, they don’t have time to listen to your story, no matter how much money you claim you can save them.
• Stay away from anyone who tells you what you want to hear. They will only get your hopes up, cost you money and waste your time. You will be worse off than when you started!
This picture may seem unnecessarily discouraging and negative. It’s not; it’s just realistic. But it’s also filled with opportunities. Here are five realistic recommendations for ramping up your sales:
• Be sure you are branded. This means paying very careful attention to understanding what your customers think about when they think about you. Good or bad, right or wrong, accurate or inaccurate, that’s your brand.
This is important since we often see ourselves quite differently from the way others view us. We see ourselves in the most favorable light. For example, a sales person had just finished a presentation to a prospective client. “How did it go?” an associate asked. “Just great!” the presenter replied, “Just great!”
A few weeks later, he found out that he lost the sale. “Your presentation left a lot to be desired,” reported the prospective client.
The reason for the two different perceptions? We tune out anything that might challenge how we like to think of ourselves.
If what you say and do is not consistent with the picture the customer has of you, you are done. Inconsistency always makes people feel uncomfortable and doubtful.
On the other hand, when sincerity, the desire to be helpful, patience and competence come through, there’s a positive connection with the client. That’s the type of branding that’s worth working on.
• Share everything you know. There are no blank book customers today. They all bring some level of knowledge to the buying situation, the result of spending time on the Internet. Even though their information may be limited and even faulty, it empowers them to take charge of the sale.
If there were ever a time to practice a consultative approach, it’s now. Persuasion is out; it only drives customers away. Even with limited knowledge, customers want to be collaborative, and the wise salesperson takes the role of coach instead closer.
All this makes an important point: customers are far more serious than they were even a couple of years ago, more demanding and less forgiving. At the same time, they are more willing to listen to those who take time, share their knowledge and don’t lapse into a “sales mode.” This creates an unusual opportunity for salespeople to educate, inform and demonstrate their competence.
• Sell security. The customer’s caution flag is flying! Growth is always good, but today the focus is on avoiding loss. To some extent, there is a resurgence of the Depression-era safety mentality epitomized in the passbook savings account.
In this environment, it is the fear of loss that is creating a high level of customer angst. In a time like this, dreams give way to having to worrying about having enough money to put gas in the tank. Buyers want safety, and they look for guarantees above all else.
• Don’t attempt to shorten the sales cycle. In a shaky economy, buying decisions may take longer than ever, since no one wants to make a mistake. Customers want to be sure that they are making the right buying decisions.
If they feel they’re being “pushed,” the sale will be lost. Just because you may think they have had more than enough time, do not write them off. They will buy when they get ready. This is when it’s important to stay close to encourage questions and be ready to provide helpful information.
Most sales are lost because salespeople assume that the customer is not going to buy. They are totally surprised six months or a year later to discover that they bought from someone else.
• Market aggressively. While many customers are hunkering down, do not make the mistake of doing it yourself. Because your competitors are lying low, use this as the right time to raise your visibility by being more assertive in your marketing.
When times get tough, most companies are far from ready to do battle. Ask them if they stay in touch regularly with all their prospects and customers, and you’ll get a blank stare. Ask them if they actively help their customers reduce operating costs, and they don’t have a clue what you’re talking about.
In a word, these salespeople and their companies are unprepared to meet the challenges of a challenging economy.
Taken together, these five guidelines form a powerful script for marketing a salesperson’s services in difficult economic times. They require some work, but they are far more successful than playing Russian roulette with a “silver bullet.” •
John R. Graham is president of Graham Communications, a marketing and sales consulting firm. He can be reached at j_graham@graham.com