New Sales. Simplified.

1. Sales is Simple: Focus on Connecting Solutions to Customer Needs

Sales is simple. Why everyone wants to complicate it today is what confuses me.

Simplify the sales process. At its core, sales is about connecting people and companies with needs to businesses with potential solutions. The more effectively a salesperson can make these connections, the more successful they will be. This fundamental truth remains constant, regardless of changes in technology or market conditions.

Focus on customer needs. Successful salespeople prioritize understanding and addressing customer issues over pushing products or services. They approach prospects as problem solvers and value creators, rather than merely pitching their offerings. This customer-centric approach builds trust and increases the likelihood of closing deals.

Adapt to changing landscapes. While the essence of sales remains simple, the environment has evolved:

• Economic shifts have altered buying patterns
• Technology has changed how buyers access information
• Sales 2.0 philosophies have introduced new methodologies

Successful salespeople embrace these changes while maintaining focus on the core principle of connecting solutions to needs.

2. Overcome Common Sales Failures with Strategic Targeting and Effective Storytelling

Salespeople fail to develop new business because they're wandering aimlessly.

Strategic target selection. Many salespeople underperform because they lack a focused, well-defined list of target accounts. Successful hunters:

• Create a finite, focused list of strategic targets
• Invest time in researching and understanding these targets
• Persistently pursue the selected accounts over time

Craft a compelling story. Another common failure point is the inability to effectively communicate value to prospects. A strong sales story:

• Focuses on client issues and outcomes, not company features
• Differentiates the offering from competitors
• Instills confidence in the salesperson and pride in their solution

Overcome resistance to prospecting. Many salespeople avoid proactive outreach due to:

• Fear of rejection
• Lack of confidence in their approach
• Overreliance on inbound leads or existing accounts

By developing a strategic target list and a powerful sales story, salespeople can overcome these mental barriers and approach prospecting with greater confidence and effectiveness.

3. Craft a Compelling Sales Story that Resonates with Customers

Prospective customers are not interested in what you do; they are only interested in what you can do for them.

Client-centric messaging. An effective sales story shifts the focus from the salesperson's company to the customer's needs and desired outcomes. This approach:

• Captures attention more effectively
• Demonstrates understanding of the prospect's world
• Positions the salesperson as a problem solver

Structure your story. A compelling sales story consists of three key elements:

1. Client issues addressed (pains removed, problems solved, results achieved)
2. Offerings (what you actually sell)
3. Differentiators (why you're better than alternatives)

Lead with client issues. By starting conversations with the problems you solve and results you achieve for clients, you:

• Grab the prospect's attention quickly
• Position yourself as a valuable resource
• Set the stage for deeper discussions about specific needs

Develop a concise "power statement" that encapsulates these elements for use in various sales situations, from initial calls to formal presentations.

4. Master the Art of Proactive Telephone Calls to Secure Meetings

No one defaults to prospecting mode. No one.

Overcome call reluctance. Many salespeople avoid proactive calling due to fear or discomfort. To succeed:

• Reframe your mindset: You're a problem solver offering value
• Use a natural, conversational tone rather than a "sales voice"
• Focus on securing a meeting, not qualifying or selling on the call

Structure your calls effectively:

1. Use a strong opening: "Let me steal a minute" can be disarming
2. Position yourself: "I head up..." conveys importance
3. Deliver a concise "mini power statement" highlighting client issues
4. Ask for the meeting, and be prepared to ask up to three times

Leverage voicemail strategically. With most calls going to voicemail:

• View it as an opportunity to deliver your message
• Keep messages brief and focused on client issues
• Use a series of voicemails as a campaign to build interest over time

Remember, the goal of proactive calling is to secure face-to-face meetings where you can fully explore the prospect's needs and present your solutions.

5. Structure Winning Sales Calls for Maximum Impact

Discovery always precedes presentation. Always.

Take control of the call. A well-structured sales call sets you apart and positions you as a professional. Key elements include:

1. Build rapport and identify the buyer's style
2. Share your agenda and get buy-in
3. Deliver a concise power statement
4. Ask probing questions to uncover needs
5. Present tailored solutions
6. Determine fit and address objections
7. Define and schedule next steps

Prioritize discovery. Resist the urge to launch into a presentation before fully understanding the prospect's situation. Effective discovery:

• Demonstrates your expertise and interest
• Uncovers pain points and opportunities
• Provides insights to tailor your solution

Ask great questions. Probing questions fall into four categories:

1. Personal: Understanding the individual's goals and motivations
2. Strategic: Exploring big-picture business issues
3. Specific: Identifying particular pain points or opportunities
4. Process: Gathering information about decision-making and timelines

By following this structure and emphasizing discovery, you position yourself as a trusted advisor rather than a product pusher.

6. Transform Presentations into Engaging Dialogues

Presenting is not selling; it's only a part of the sales process.

Rethink the presentation mindset. Many salespeople mistakenly equate presenting with selling. Instead:

• View presentations as part of an ongoing dialogue
• Focus on addressing specific client issues rather than showcasing features
• Resist the urge to "present" before conducting thorough discovery

Structure presentations for engagement:

1. Title slide
2. Suggested agenda
3. Client issues you address (from your power statement)
4. Your understanding of the prospect's specific situation

Encourage interaction. After reviewing your understanding of their situation:

• Pause for input and clarification
• Ask the prospect to prioritize the issues you've identified
• Use this feedback to tailor the rest of your presentation

When faced with a request to present without prior discovery:

• Push back and insist on a preliminary meeting when possible
• If forced to present, convert the first portion into a discovery session
• Differentiate yourself by focusing on the prospect's needs rather than your capabilities

7. Execute a High-Frequency Sales Attack through Disciplined Time Management

The math works; work the math.

Commit to consistent prospecting. New business development doesn't happen by accident. To succeed:

• Block out dedicated time for prospecting activities
• Treat these time blocks as non-negotiable appointments
• Eliminate distractions during prospecting sessions

Understand your sales math. Knowing your conversion rates at each stage of the sales process allows you to:

• Set realistic activity goals
• Identify areas for improvement
• Predict results based on input activities

Create an individual business plan. A well-crafted plan includes:

1. Specific, measurable goals
2. Strategies for achieving those goals
3. Committed sales activities
4. Potential obstacles and plans to overcome them
5. Personal development objectives

Pre-plan travel strategically. For salespeople covering large territories:

• Book trips in advance to demonstrate commitment
• Choose airlines with flexible policies (e.g., Southwest)
• Use travel plans as motivation to schedule meetings

By combining disciplined time management with a clear understanding of your sales process and goals, you can execute a high-frequency sales attack that consistently delivers results.

Last updated: August 6, 2024