For many salespeople the nearest they get to a selling system is ‘‘quote and hope’’. This includes endless follow-up calls to the prospect who always happens to be in a meeting or out of the office.
The pipelines of these salespeople are more like pipe-dreams. They spend far too much time and effort on deals that were always a 'no'. They have 'happy ears’ and hope for any sign that their presentation might lead to a sale. They struggle to recognise ‘nos’ in phrases such as 'we need to think it over’ or 'sounds great but I need to check something first’.
Yet, not enough time is dedicated to prospects who are worth spending time on. That alienates them and leaves no other option but give their business to someone else (65% of consumers change due to perceived apathy in a supplier).
This is an INEFFECTIVE way of selling and won’t help with hitting or exceeding financial targets.
At Sandler, we see a selling system as a systematic series of actions directed at achieving an end result. This is - progressing the sale or closing the file. Unlike any other sales approach out there, we are looking to discover 'nos' as early as possible.
People often ask me how could an effective and efficient selling system benefit their business.
1. Helps to maintain control and replicate success.
Gain control over the whole sales process by recognising both - successful and unsuccessful behaviours. Duplicate those that help to succeed and eliminate those that contribute to the shortfall.
Create specific action steps of what to do and in what order. As with any other system, selling systems are also replicable. To get the best result ensure that you and your salespeople apply it to every prospect that you deal with. No more guessing!
2. Saves time and money
Qualifying or disqualifying an opportunity early in the sales process can save a huge amount of time and money. Having a selling system frees up time and energy to concentrate on the prospect who is a good fit the business. It will also help to recognise and deal with problems prior to them becoming major roadblocks that can cost the business.
3. Much better forecasting
Something that so many businesses rely on but get wrong far too often – sales forecasts. Use past experiences to define individual steps of the selling system to prepare more accurate sales forecasts. Forecasts that are based on well-qualified opportunities, not pipedreams make a huge difference to the whole business. Better cash flow, better production or people planning. Better resource planning and utilisation.