Wednesday, October 26, 2011

Closing the Deal

Building a prospecting mindset – The foundation to building the business

By Mike Myers, vice president, Winning Inc.

When I first got into sales training years ago I believed the majority of my time would be spent teaching specific selling techniques to salespeople, from building rapport to closing the sale. What I discovered is that before salespeople could effectively use the techniques I was teaching, I first needed to work with them on their mindsets. Having the right mindset is the key to selling and it is even more important when prospecting, especially over the telephone. Your mindset when you pick up the phone may be the greatest factor in determining the success or failure of the call.

Here are five ways that you can help build a prospecting mindset:

1. “I am financially independent and don’t need the business.” – This is one of the most important mindsets to have when making a sales or prospecting call. You may not be financially independent and you may certainly need the business, but you do not want to convey this to the prospect. No one wants to work with or buy from a desperate salesperson. If the prospect thinks you need the business badly, they will be less likely to work with you. Having a financially independent mindset will help you feel more comfortable on the call and will enable you to ask the right questions, which will lead to a better outcome.

2. SWSWSWN – Some Will, Some Won’t, So What, Next – Selling is not about getting a “Yes” or “No”. Selling is about getting the people to make a decision. When you prospect consistently you will get far more “nos” than “yeses”. If you just focus on the “yes” it can be demoralizing and lead to call reluctance. It’s natural to not want to hear another prospect say “no”. When you get a “no”, try to remember that this is a normal part of the sales process and you need to pick up the phone and make the next call.

3. Don’t take it personally – The two major reasons that salespeople fail are fear of failure and fear of rejection. When you prospect you need to continue to remind yourself that when someone says “no” it’s not about you personally. The “no” is directed at what you are attempting to sell. One tip I give salespeople to improve their mindset is to add the words “for now” in your head when the prospect says “no”. You never know if or when this person will become a viable customer in the future.

4. Prospect consistently – Sales is a numbers game, so the idea of prospecting consistently is only common sense. But for many salespeople, it is hard to do. I always equate prospecting to exercise and diet. If you exercise and watch your diet consistently, over time you will eventually see positive results. If you go to the gym in fits and starts, nothing really changes. Many salespeople employ this same fits-and-starts technique to prospecting, engaging in it only when they really need the business. This type of approach results in increased pressure and further leads to a poor mindset. Sales is a profession where you can do a lot of activity but see no immediate results. Just remember that when you prospect consistently, you are planting the seeds for eventual sales.
 
5. Fake it ‘til you make it – Many studies have shown that tonality on the phone actually plays a more important role than the specific words you say. Therefore, a positive tonality is critical. One way to ensure positive tonality and help your mindset is to act as if you belong, even when you feel nervous or uncomfortable. Remember that “salesperson” is a role you play, much like an actor in a play. Assume this role completely by telling yourself that you have something of value to offer and the prospect likely needs what you are selling. This will help you feel more comfortable improving your tonality.

Use these 5 tips the next time you are prospecting. Even better, spend time working on your mindset before you begin prospecting. This advance preparation will help you feel more comfortable and ultimately lead to better outcomes. A “right” mindset is the foundation of successful prospecting.
 

Mike Myers is the vice president of Winning Inc. a sales and management skills development firm that specializes in working with a variety of organizations from business owners to small companies and large corporations. He can be contacted at mmyers@winninginc.com.