Sales interactions and customers are very predictable. Salespeople can be predictable, as well. To expect a customer to change their thinking, there needs to be an environment that is less predictable and more thought provoking.
In the book, “Lateral Thinking,” by Edward de Bono, a reference is made that suggests if a person has a short attention span, that individual automatically will rely on his or her preset memories or biases. The book goes on to explain that no matter what transpires in that conversation or sales call, the outcome will not change, unless the conversation achieves a threshold of critical thinking.
What do you think is the percentage of the people you call on who have a short attention span?
On a typical day or week, how often do your conversations achieve a level of critical thinking? Let’s compare your answer with our survey.
Survey Results
Having surveyed approximately 500 training professionals and individuals in a sales leadership role about the percentage of their salespeople achieving a threshold of critical thinking, the highest number received was 20 percent, with the lowest being 5 percent. Currently, the average is 14.5 percent.
That suggests that nearly 85 percent of a sales professional’s typical day does not move the needle forward with an existing or perspective customer. Will an assertive approach that challenges the customer raise this number without being contentious? Let’s find out.
Tennis, Anyone
The Wall Street Journal wrote an article about John McEnroe, a former No.1-ranked professional tennis player who won seven Grand Slam singles titles and nine Grand Slam men’s doubles titles. As we know, McEnroe was an accomplished player. He was also somewhat of a volatile or aggressive player. Some may say he always “challenged” the “chair” (the umpire of a tennis match). His antics could be defined as epic. However, he was smarter than most. As told in the WSJ article, as John was developing as a player, his coach taught him a valuable lesson. He said to look at the court as a chess game and calculate the odds of success and your next moves. If you can do something to improve your odds, do it.
Using this tennis strategy in your next sales call can be valuable. From now on, look at sales calls as a chess game and calculate the odds of success and your next moves.
Start Playing Chess!
Think of your interactions. Are they thoughtful, sequential, mindful, or highly relevant? Our survey indicates improvement can be made in this area. Therefore, it is not a matter of how assertive we are, but how intellectually engaging and strategic we can be.
With a bit of preparation, you can calculate with a great deal of accuracy how a conversation will start and end with the client. This is because customers (no matter the industry) are highly predictable. Knowing this will enable you to put the odds in your favor. If you anticipate what is coming, you can uncover the customer’s patterns. If you know your customer’s (opponent’s) moves, you can stay one step ahead of them.
Play the game of chess. Think of your customer’s move, their tendencies. Think of not only how the call will start and end, but how they will respond to your questions, position, and recommendations. Play out the entire sales call or scenario just like a chess match. Just don’t pick up the phone or hop out of the car without the proper amount of forethought and deliberation.
One Step Ahead
Staying one step ahead of your customer can be one of your keys to success. Knowing that your prospective or existing customer will default to their preset memories or biases can be used to your advantage if, and only if, you engage them at a higher level of conversation. If you raise the bar to make them think differently, you don’t need to be assertive. If you engage them in critical thinking, they will reconsider their choices and change their behaviors. They will become more receptive. Challenging someone can work; engaging someone in critical thinking works better. It might be a matter of pushing or pulling the string!
Under the direction of Charlie Brennan, Brennan Sales Institute is a top training provider for advanced sales skills. As a veteran of more than 2,000 live and virtual presentations, mid-size and Fortune 500 companies look to Brennan when in need of a highly educational and interactive training session.
