Killing the Sale

1. Hyping: Relying on external motivation is unsustainable

Motive truly gives birth to action.

Internal motivation is key. Salespeople often rely on external stimuli like motivational books, tapes, and seminars for energy and enthusiasm. However, this "hyping" is akin to eating a candy bar for sustained energy – it works briefly but doesn't last. True, sustainable motivation comes from within, rooted in one's core motives for selling.

Identify your core motives. To avoid hyping, salespeople must understand their fundamental reasons for selling. This involves introspection and soul-searching to uncover what truly drives them beyond money or status. Some questions to consider:

• Why did you become a sales professional?
• What impact do you want to make through your work?
• How does your sales career align with your life values and goals?

Align actions with motives. Once core motives are identified, aligning daily actions with these deeper purposes becomes crucial. This alignment creates a self-sustaining cycle of motivation, where selling efforts naturally flow from and reinforce one's fundamental values and aspirations.

2. Posing: Authenticity trumps pretense in sales

If you can't be yourself in selling situations, then you shouldn't be a salesperson.

Authenticity builds trust. Many salespeople fall into the trap of "posing" – putting on a facade or character they believe will lead to more sales. However, this approach often backfires, as customers can sense insincerity. Authentic interactions, where the salesperson is genuinely themselves, form the foundation for trust-based relationships.

Develop genuine skills. Instead of learning scripts or personas, focus on developing real communication and problem-solving skills. This includes:

• Active listening
• Empathy
• Product knowledge
• Needs assessment
• Solution crafting

Communicate in the language of trust. The author suggests using the T.R.U.S.T. framework to guide authentic interactions:

• Timeliness: Respect customers' time
• Relevance: Focus on what matters to the customer
• Understanding: Seek to truly comprehend the customer's situation
• Sincerity: Be genuine in all interactions
• Thoroughness: Cover all bases and follow through

3. Tinkering: Fix root causes, not symptoms, for long-term success

When you know how something is correctly put together, then you will always have a difficult time knowing how to fix it.

Avoid band-aid solutions. Many salespeople fall into the trap of "tinkering" – addressing symptoms of problems rather than root causes. This leads to recurring issues and inefficiencies. Instead, salespeople should strive to understand the fundamental structure of successful sales and address problems at their source.

Develop a comprehensive sales manual. The author suggests creating a mental "sales manual" that outlines the entire sales process from start to finish. This provides a framework for identifying where problems occur and how to fix them effectively. Key components might include:

• Prospecting strategies
• Need assessment techniques
• Value proposition development
• Objection handling
• Closing methods
• Follow-up and relationship building

Implement systematic problem-solving. When issues arise, use the sales manual as a reference to pinpoint exactly where the problem occurred. Then, develop solutions that address the root cause rather than just alleviating symptoms. This approach leads to long-term improvements in sales performance.

4. Moonlighting: Balance work and life for sustainable success

Do away with the notion that business and pleasure—selling and living—are two separate things. Selling and living must complement each other.

Redefine success. Many salespeople fall into the trap of "moonlighting" – working excessively long hours at the expense of their personal lives. This approach is unsustainable and often leads to burnout. Instead, success should be redefined to encompass both professional achievements and personal fulfillment.

Establish clear priorities. The author suggests a exercise to identify and rank your top life priorities. This might include:

1. Family
2. Health
3. Personal growth
4. Financial security
5. Career advancement

Align work with priorities. Once priorities are established, structure your sales career to support and enhance these areas of life. This might involve:

• Setting boundaries on work hours
• Delegating tasks to create more personal time
• Choosing clients and projects that align with personal values
• Investing in skills that improve both work and personal life

5. Muscling: Delegate to maximize productivity and growth

The less time you spend tinkering around, the more time you will have to produce successful sales.

Focus on core responsibilities. Many salespeople fall into the trap of "muscling" – trying to do everything themselves. This leads to burnout and limits growth potential. Instead, salespeople should focus on their two most productive responsibilities:

1. Building trust with the right prospects
2. Adding value to existing clients

Delegate non-core tasks. Identify tasks that don't directly contribute to these core responsibilities and find ways to delegate them. Options might include:

• Hiring an assistant
• Outsourcing administrative work
• Leveraging technology for automation
• Partnering with colleagues for mutual support

Invest in delegation. While delegating may require an initial investment of time or money, it pays off in increased productivity and growth potential. Calculate the potential return on investment by considering:

• Time freed up for core selling activities
• Increased capacity to serve more clients
• Reduced stress and improved work-life balance

6. Arguing: Listen and relate before selling

Establishing an initial level of trust takes more than flowery monologue. It takes dialogue.

Prioritize understanding over persuasion. Many salespeople fall into the trap of "arguing" – launching into sales pitches without first understanding the customer's needs. This approach often creates resistance. Instead, focus on building rapport and understanding through genuine dialogue.

Practice active listening. Develop skills to truly hear and comprehend what customers are saying:

• Ask open-ended questions
• Paraphrase to confirm understanding
• Note non-verbal cues
• Avoid interrupting or jumping to conclusions

Relate before you sell. The author suggests five practices for effective conversation:

1. Forget about the sale initially
2. Ask, don't argue
3. Listen with your fingers (take notes)
4. Seek to understand deeply
5. Listen again (review recordings if possible)

7. Gambling: Strategic prospecting beats cold calling

Prospecting success doesn't depend upon how many calls you make. If that were the case, compulsive sales gambling might be a decent strategy. The truth is that prospecting success ultimately depends upon how many calls make you sales.

Avoid reliance on cold calling. Many salespeople fall into the trap of "gambling" – relying on random, cold outreach to generate leads. This approach is inefficient and often leads to rejection. Instead, focus on strategic prospecting methods that increase the likelihood of success.

Warm up your approach. The author suggests four strategies for more effective prospecting:

1. Consistently sew a common thread: Leverage mutual connections
2. Regularly stretch client satisfaction: Encourage referrals from happy clients
3. Get out more: Build relationships outside of work
4. Take your focus off selling: Prioritize relationship-building over immediate sales

Qualify prospects before pursuing. Develop a system to pre-qualify potential leads before investing significant time. This might involve:

• Researching companies and decision-makers
• Leveraging social media for insights
• Asking for introductions from mutual connections
• Attending industry events to make initial contact

8. Begging: Earn trust before asking for business

People are usually not lined up out the door to give you their business. You're a consumer; you know how it goes.

Build trust first. Many salespeople fall into the trap of "begging" – asking for business before establishing a foundation of trust. This approach often leads to rejection and damaged relationships. Instead, focus on earning trust through consistent, value-adding interactions before proposing a sale.

Demonstrate value upfront. The author suggests five ways to receive buy-in before asking for business:

1. Say something new: Offer unique insights or approaches
2. Be the first to add value: Provide helpful information or resources without expectation
3. Be the first to say thank you: Show genuine appreciation for the opportunity to engage
4. Respect prospects' time: Be efficient and considerate in all interactions
5. Don't stop once the sale seems imminent: Maintain consistent behavior throughout the process

Ask for business at the right time. Once trust is established, asking for business becomes a natural progression rather than a desperate plea. Look for signals that the prospect is ready to move forward, such as increased engagement, specific questions about implementation, or expressions of confidence in your ability to solve their problem.

9. Skimming: Cultivate deep client relationships for long-term success

Productive prospecting can take you only so far in the world of sales. While it's a vital part of any profitable selling strategy, it can only open the door to sales success. Productive prospecting doesn't guarantee that the door of success will remain open.

Focus on client retention. Many salespeople fall into the trap of "skimming" – focusing solely on acquiring new clients without nurturing existing relationships. This approach leads to constant churn and missed opportunities. Instead, prioritize deepening relationships with current clients for long-term success.

Calculate lifetime client value. Understand the true worth of a client relationship over time:

• Direct value: Repeat purchases over the client's lifecycle
• Indirect value: Referrals and word-of-mouth marketing
• Example: A single real estate client could be worth $150,000 over 20 years

Implement a client partnership strategy. The author suggests a five-step process:

1. Take inventory: Identify your most valuable clients
2. Determine investment levels: Allocate resources based on client value
3. Cast your vision: Communicate your desire for a long-term partnership
4. Orchestrate their roles: Define how clients can contribute to mutual success
5. Strike up the band: Consistently execute on the partnership plan

10. Stagnating: Continuously innovate to stay ahead of competition

Yesterday's sales advice is today's standard of business.

Embrace constant evolution. Many salespeople fall into the trap of "stagnating" – relying on past successes and failing to adapt to changing market conditions. This approach leads to declining relevance and lost business. Instead, commit to continuous innovation and improvement to stay ahead of the competition.

Monitor industry trends. Stay informed about:

• Emerging technologies affecting your industry
• Shifting customer preferences and expectations
• New competitors and their strategies
• Regulatory changes impacting your business

Innovate proactively. Regularly assess your sales approach and look for ways to add unique value:

• Develop new service offerings
• Implement cutting-edge sales technologies
• Create innovative customer experiences
• Seek out partnerships that differentiate your offering

Invest in ongoing learning. Make professional development a priority:

• Attend industry conferences and workshops
• Read widely beyond just sales literature
• Seek mentorship from successful professionals
• Experiment with new techniques and measure results

Last updated: July 20, 2024