With all the great products, support and prices, sales has become more important than ever. In fact, I believe it might be one of the only differentiators left. Sales is harder today than it has ever been. Your clients have more choices and less time to consider these choices than ever. This means low price usually wins and due to lack of access you cannot help them see past the price only mentality.
Getting access to a client is very difficult. They simply do not have the time to see most vendors. We all have existing customers that we can get to, and when business is good we tend to be reactive and take care of our customers , which must be done. But what about finding new business? How do you get in front of new customers and how can you be effective when you have these opportunities?
I believe that sales is the easiest job in the world to do poorly and one of the most difficult to do well. As my teacher, Marshall Thurber said, ” Effort plus correct theory equals profound results. ” I don’t doubt the effort exerted by the sales people in our industry, but what about the correct theories? How many of us are taught the science of how humans communicate, the psychology of how we make decisions? Did you know that in the communication process that the words we speak only constitute 7% of the communication and it is the last 7%? This means that over 93% of what you are communicating you are doing without your words. How many of us have been trained in how to use the 93% of the communication to be more effective?
During my thirty seven years selling in the HVAC and Smart Building Controls Industry, I studied and tried most of the traditional approaches and in my expereince most don’t produce great results, because they only focus on the 7%. I have have found alternative approaches that have consistently worked for me. In this series of videos I want to share some of these in the hopes that they will work for you too.
If you have a question or a sales challenge, please reach out in comments and I will do my best to come up with some possibilities.
“If what you are doing is not working try anything else” Richard Bandler