Taking an Other-Centric Approach to Increase Sales Performance Metrics
Have you ever wondered why people sometimes form inaccurate impressions about you? Do they rush to judge you too quickly? This limited view we have of ourselves, and of others judging us only on what they see of us is called the Iceberg Effect. It’s based on our perception of who we are (identity), and of how others see us (reputation).
Think about the steps you take when you buy a pair of sneakers. Something in your world gets your attention and you come to the conclusion: I need a new pair of sneakers. In that process, you remove doubt because you’re actively looking. Then you start to consider your options, lay them out and say, “Jeez, do I really need these? What pair do I want?” Ultimately, you buy a pair. That’s a simple buying process.
There was a book a few years ago called Blue Ocean Strategy. The concept was that a blue ocean means that the water is deep, has a lot of fish, and has fewer people fishing. Thanks to COVID-19, however, businesses are suddenly finding themselves in a red ocean; shallow water, fewer fish, more competitive fishing, bloody with competition.
In the early 2000s in the Atlantic, there was a tense showdown between Spain and the US Navy. Essentially, there’s an emergency frequency that maritime uses, and a message went out at night from a what the crew thought was a small Spanish boat to the USS Lincoln, the second largest battleship in the Navy.
Have you ever thought about the potential of a $5 bar of iron? If you’ve never seen one, there’s not much to it. Just a simple rectangle, like a bar of gold bullion, though a heck of a lot less expensive. But just because it’s a $5 bar of iron doesn’t mean it has to stay that way. There are actually lots of things you can do to increase its value.
I remember attending a sales call with one of my salespeople back when we were expanding our performance sales training organization. He had landed an opportunity for a sizable, in-house training deal and he knew he was going to get some resistance with a deal of this magnitude. He wanted me to join him and give him some coaching on handling sales objections during a presentation.
In a previous post, we outlined a process for resolving sales objections. It’s a way of adding some stability, scalability, and repeatability to the sales process. In other words, all members of your sales team, from the freshman sales rep to the seasoned saleswoman, now have a way of producing repeatable results when resolving common sales objections.
In one of our sales training sessions, a participant asked me for ideas on how to avoid some of the objections she was getting from her prospects. Now, in these situations, my experience is if one person asks a question, then there are at least 5 other people with the same question simmering just below the surface. And for a hot topic like this, the majority of salespeople want some way to resolve their prospects’ sales objections that not only makes them look good and helps them get to close deals faster.
Lance Tyson is an industry leader in sales training, development, and management. Selling is an Away Game is a must read for any sales professional, sales leader, or aspiring candidate in the industry.
Chief Revenue Officer, Tampa Bay Sports and Entertainment