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How sophisticated are your sales-call presentation skills and etiquette? Sales rep Tim was selling a software package when he couldn't help his buyer make a decision. Here's Tim's story:
While on a sales call at a large New York-based insurance company, my prospect became very defensive. We were pitching a $12 million outsourcing program, and Tony, the buyer, couldn't seem to pull the trigger and decide whether he would let us work with his company.
My selling partner and I asked to use a phone to call our headquarters for some direction. The administrator let us into an unoccupied, expensively equipped videoconference room and led us to a speakerphone. While on the call with HQ, our sales manager got heated and his language became less than professional and quite loud; he uttered something to the effect of "Screw Tony, he doesn't have a clue."
We ended the call with our new marching orders. As we hung up the phone, a pleasant voice came over the loudspeaker in the room letting us know that the entire call had been broadcast over the intercom system within the building.
Time froze. We were numb.
As we walked down the hall, Tony turned the corner. He wasn't aware of the broadcast yet, as he was in a meeting during the call. We exchanged pleasantries and got out of the building as soon as we could. Needless to say, we didn't get the deal. Tony heard what happened as soon as we left. Word to the wise: Don't trash the prospects while using their phones.
Postmortem
Tim should tie two new “nots” into his sales education.
The manager's display of anger is unprofessional and destructive, not just for the prospect, but also for the team. It is imperative to keep cool in any such situation, and to assume your on-call demeanor through your entire sales call.
Secondly (and more importantly), notice the phrase, "he doesn't have a clue." If your prospect has no clue, is it that person's fault or your inability to communicate the value and wisdom of your offering? Jeffrey Fox, best-selling author of How to Become a Rainmaker, believes the effective salesperson "dollarizes" the decision. If you can quantify the return on investment to your buyer, you won't be fooled into believing he is clueless when it comes to understanding what you offer.
Accept responsibility for your communication skills and show your prospect that it pays to do business with you.
[Dan Seidman of SalesAutopsy.com has been named one of the Top 12 Sales Coaches in America by Ultimate Selling Power. He collects sales horror stories for use in his speaking and training programs.]