No plan survives engagement with the enemy, and selling is a full-contact sport that requires nothing but engagement. So how do you prepare for such encounters?
Use a Predictable Process
Even though each sales interaction is different, there are specific elements that we can assume are going to occur. If you read and compare several sales skills training books, you’ll notice that despite small differences in terminology, there is obviously a consensus that certain elements will happen on almost all sales interactions.
- Greeting
- A meeting begins, introductions are made, and an agenda is set.
- Discovery
- Customers needs, situation, and desired situation are identified.
- Solution
- A fix, product remedy, or step to move closer to that solution is shared.
- Objections
- Questions, concerns or anything that is preventing a “yes” is discussed.
- Close
- Next steps are agreed upon and the conversation is concluded.
Sales skills training is all about taking unpredictable situations, putting them into a predictable process, and coming up with a predictable conclusion. Without some road map or established pattern, it’s hard to create and develop consistency.
Train Deliberately
Instead of trying to develop all of those skills all at once, attack them one at a time. Identify real-life examples and recreate them. Break those interactions into the steps of your sales communication process and practice them. Think of each section of your sales communication process as a muscle group, and the success of one is based on the success of the previous skill.
Train Below Your Capability Level
Avoid the partner that throws you the proverbial “curveball.” This practice session is about learning to win, executing the right way, and developing the right verbal habits. Become a master at this easy, predictable approach before moving on to more difficult scenarios.
Train Routinely
You cannot go to the gym once and walk out with six-pack abs. It does not–and will never–happen. There is no magical pill or workout that will make that happen, the only way is to go routinely and work hard. The more you grow and develop, the more you will get out of your skills. Those skills will forever evolve and improve if you ask them to.
Sales Skills Training Trumps Talent
Talent can only get you so far, eventually, hard work can catch talent. Talent can give you a leg up and make improvement come faster, but talent still needs nurturing and development to reach its full potential. Selling is a skill, it can be learned and owned, but it is not easy. Continue to remind yourself of all of your progress, wins, and keep building on your strengths.
Thank you again, faithful reader. Until next time, good luck and good practice.
