In James Clear's book, Atomic Habits, he has a quote: "Winners and Losers all have the same goals"!
Shocking…. I know!
But the truth is, he's right!
Let's look at an example of sports.
Each Sunday NFL teams go head to head, with the same goal in mind…..to WIN the game. As we all know, there is only one winner. Why? If both have the same goal, then why must there be a loser?
James states, “changing small habits can dramatically affect the outcome long-term but it’s only because the refinement of the process to be better results in the positive outcome you’re trying to achieve.”
In short, the team that refines the skill sets for each position and puts a systematic process in place that is aligned with their teams skills, both physically and mentally, will achieve the win.
The same could be said for sales organizations.
Companies set goals each fiscal year. So how can you change or refine the system with a process in order for you achieve those goals.
Perhaps you look at your sales teams productivity.
As soon as you start changing the system, you start changing the game. As soon as you start changing the game, you play it longer.
The longer you can play the game the better chance you have of winning over your competition!That's Tactic Growth!
One of the biggest principles we learn as children is that everyone is different. This is true with people at different stages in their lives, in different industries, and with different personalities.
When you have a conversation with your elderly mother, you probably try to choose your words a little differently than you would when you’re talking to your teenage daughter who is always watching TikTok videos. Maybe you speak a little bit softer, or you avoid using any type of slang with your mother, but with your daughter, you try to get on her level by choosing more up-to-date language she’ll understand.
If you wouldn’t talk to your elderly mother the same way you’d talk to your teenage daughter, why would you talk to all of your clients the same way?
You can’t take a cookie-cutter approach to sales. If I approach a tech company the same way that I approach a building supply company, chances are that one of those companies will not get the full opportunity to gain and grow. A sales professional must approach every customer independently and individually to build strong, meaningful relationships. You must identify each person's strengths, weaknesses, and obstacles to truly put the right system in place.
Knowing each customer's needs is crucial because most customers are typically afraid to tell you what is going wrong. Employees within a company do not like to admit a weakness, but when you pay attention to each person individually, it gives them the trust to open up.
A great approach is to get them out of the office. Many people try to build relationships within the office but that is hard to do when others might be listening and judging.
Yes, it is an extra step getting them out of the office. It doesn't always have to be lunch or coffee but have a conversation with them. Figure out a way to get on a personal level. Meaningful relationships are about getting personal. Ask them a simple question. "Do you have kids? How many kids do you have? Oh, great." It's a simple question that that breaks a barrier down and humanizes the relationship and the conversation.
It can be anything. It's about finding that point of commonality. When you walk into an office building, check out what's in their office. If the first thing I notice is that they have football and LA Dodger hats everywhere, what do you think my first question is going to be? "Hey, do you want to buy my product or service?" Or "Man, did you see the Dodgers game last week? What an unbelievable game. I see you're a big Dodgers fan."
Even if you're not a sports fan, ask questions. Simple things like that break the barrier down and start to develop a human connection between you and your potential client. That's how meaningful relationships begin. People do business with people they know, like, and trust.
Sales and personal relationships go hand in hand. Understanding how to talk to people will help you take the sniper approach and target an individual client on their own level. Don’t put your clients and prospective clients in a box.
With so many industries saturated with competition, the key to standing out and closing those deals is to create that bond with your customer. If they don’t feel comfortable with you, they won’t hesitate to take their business elsewhere.
Throw me a note if you want to hear more!
Jon Kronemeyer (JK)
Let me start off by saying, by no means am I the first to develop sales advice or coaching around the "3R" process. In fact the "3R" approach has been around for many years, I mean who can forget reduce, reuse, recycle!
I’ve read or heard many "3R" theories, from Readiness to Resilience to Retention. All of them have merit and could arguably be supported in the sales process. Content isn't about the words on paper that someone types, but rather how those words impact you personally and professionally.
Post COVID, how we conduct business as owners, managers, leaders and sales individuals will drastically change. My "3R" approach moving forward is the following:
Everyone has to Reinvent themselves. Yes everyone! Bricks and Mortar stores need to identify gaps in their Shop at Home platforms, B2B need to train teams on conducting Virtual Meetings, and evaluate how to prospect and close business remotely, Restaurants need to shift tables around to accommodate social distancing, Doctors will do more virtual screening, Airlines will adjust to how we line up to board the planes....we can go on and on, but the point is, all companies need to be prepared to Reinvent the way business is done. Don't focus on how you think business will change, but rather talk to your employees, your colleagues and your customers. Reinventing is about unlearning and relearning to the newly adapted process, and you can't get there alone.
This "R" isn't talked about much, but it could be the most important and most valued by your customers during this time. The definition of Respect is "a feeling of deep admirationfor someone or something elicited by their abilities, qualities, or achievements." Our customers are going through challenging times. For many of them, changing the way they do business may include changing the scope of business they do with your company. You need to Respect their decisions, work with them, support them and stand behind them as they "Company Identify" to the new norm.
This is the PILLAR of all great partnerships. Articles have been done on it and books have been written about it, yet many company leaders don't coach their sales teams on building Relationships. Now more that ever, business partnerships need to be focused on the Relationship. It doesn't happen overnight, trust has to be developed and a kinship and sometimes friendship comes from the Relationship. What would your business be like if your Sales Team members each had 50 friends rather than 50 customers? Focus on the development of a friendship, and it will lead to a great Relationship.
As companies Reinvent themselves, your adaptation, support and Respect will be key. This will ultimately continue to deepen the Relationship you have with them!
The "3R's" in the eyes of Jon Kronemeyer! These are not the only options, but they will certainly help guide you through these unique times.
This is my first article so I apologize ahead to all the true authors out there as I continuously improve my writing skills! I hope the content is meaningful and feel free to share.
As always, I welcome all the feedback and comments below.