To close deals during social distancing, let’s clear up “sales process” vs “sales methodology”
By Dave Mantel
If you’re not currently working with me, you last heard a peep out of me at a MidAmerica webinar about the differences/struggles in selling from home (review the webinar here). Generally speaking, we discussed closing a deal without being able to physically get in front of other people.
As I write this, please know none of what I have to say is without deep reverence to anyone affected by this terrible COVID situation on so many levels. Please don’t mistake any of my words to be flippant or lighthearted about this, especially if you’ve been affected.
That said, I’m going to guess you’ve figured out by now some people are way better at this new-way-of-doing-business than others. Maybe you’re one of them. This might be a great time to mention the many times I’ve heard CEOs, sales managers and salespeople share how their business is different and, therefore, the sales process is different. I jovially agree with all of this and then proceed to teach the same process to any and every company no matter how wildly different the product or service.
There. I said it. Same sales process. Wildly different businesses. Different products? Different services? Doesn’t matter. Please feel free to disagree with me at 206-948-1526. I’d love to hear from you. If you do care enough to call, here’s what you’ll hear me say: “You’re right! You are different!” Then I’ll explain how you and your business are exactly the same as every other business. It’s a fun conversation, call me.
I’m leading you in this direction to get to the place where salespeople realize: No matter how much different the environment, the sales process is the same.
The fact that you’re in the visual arts business is not lost on me. Many, if not all of you, are from an environment where it’s believed physical, visual examples of your previous work can make or break a deal. This work-from-home situation is an opportunity for salespeople to finally learn it’s probably not the sample that is closing the deal. Rather, business comes from the selling skills of the salesperson combined with all of the factors that have a prospect ready and willing to buy.
But, Dave, if there’s such a difference in the environment, there must be some difference in how we sell, right? Yes, in the seller’s methodology. A great example of a difference in methodology is how a salesperson schedules and conducts the first meeting. Many of us are used to “popping in,” and a seller can’t really do that now if prospects aren’t physically seeing people.
Now the seller has to schedule a video conference meeting or a phone call. The surface-level difference is you won’t be in the same room, calling for a new method of conducting the meeting. The deeper difference, though, is the prospect’s reason for agreeing to and scheduling that meeting with you. Your reason will need to be more important than “I was in the neighborhood” — thus developing a new method of getting from the attempt to the first appointment. This could be considered by some sellers to be much tougher.
If you work with me, you know I’m big on the seller doing everything to make sure the first meeting is as important to the prospect as it is to the seller. This new era of selling has forced sellers to become more skilled in this area. I do hope this is something that outlasts the pandemic.
The tough bit of news in this scenario, as the seller may be finding out: You need to be much better at some of this stuff. There’s also some good news: Whether this becomes normal or we get back to normal, if you’re having any success you’re already much better at this stuff!
So, think about your sales process again as being the “stages” an opportunity must pass through in order to become a win. No matter what the stages are called, they never change no matter how much the environment changes. Next, think of the methodology as how you get that opportunity from stage to stage, which can and must change with any variance in circumstances. Those variances could be which way the wind blows, or, in our case, a worldwide pandemic. Nothing we in sales can’t adjust to, adapt to and handle with ease. Right?
Here’s a great rule: No matter how much things change for you in the way of external forces or environment, stick to your sales process every time, all the time and without fail. Don’t ever change. Ever.
Here’s another great rule: Be willing to change your methodology at a moment’s notice and as soon as you recognize a difference in “wind direction” or whatever those harbingers of change happen to be.
In summary: Don’t Change anything and change everything! I’m so glad I could clear up any confusion for you.
Dave Mantel
Acme Sales Development
dave@acmesalesdev.com
