I've been in the sports industry for 13 years. I've been a father for a little over four. It didn't take me long to see the parallels in both jobs - long hours, needy consumers, highs and lows. But the biggest similarity between parenting and sales specifically, is using your skill of guiding a prospect, or child, to the solution or behavior you want them to find, as if it was their own decision. When that happens, everyone is happy with the outcome.
When my daughter recently asked me to play "store" with her in her room, I realized some of the sales executives I've worked with over 13 years, sold exactly like her - they sold like a four-year-old.
To get my daughter to clean her room, I suggested she tidy up all her things to get as organized as a storefront (remember that tip on guiding a prospect to making a decision that benefits both the salesperson and buyer). She eagerly agreed. Soon after, the store was open for business.
Over Explanation or Talking Brochure
One of the hardest things a sales executive needs to learn is when to stop talking. No easier way to say it. Over explanation of multiple products, over explanation of benefits and value that aren’t important to the consumer, or detailed accounts of products that are of no interest are the easiest way to kill the momentum of a potential deal.
"These are my Hatchimals, there are two of them, they are really cute. This is a necklace and a bracelet and a pillow with Minnie Mouse and…." My daughter went on and on. I had my eye on a Doc McStuffins guitar but couldn't even get a word in to bring it up.
It's important to ask questions, have a two-sided conversation, maintain leverage during the sales cycle and only discuss products or services that can provide solutions to a need or problem for the buyer that has been uncovered in the assessing phase. If they don't need a Hatchimal, don't bring it up.
Not Confident in Your Products Details
"All things being equal, people will do business with and refer business to, those people they know, like and trust" - Bob Burg
I believe there is a lot of truth in that quote. In fact, I'll go a step further and say even all things not being equal, people still would buy from who they like and trust.
During my shopping experience with my daughter, the price of her items changed on every ask - like she was making up prices on the spot. I couldn't trust her. Was I getting a good deal on my guitar? My confidence in her as a sales person lowered as the interaction went on.
The easiest way to gain the trust of a prospect in the sometimes limited interactions we have is to be confident and know your stuff. Know your product, know the benefits and know your pricing. You're the expert in this dialogue. Put yourself in the buyer's shoes. If you've assessed, tailored a package and explained the potential ROI, but you can't get the details down like pricing, benefits and locations, why would a business or an individual have any confidence that your product will deliver what you say?
Not Asking for the Sale
The biggest hurdle a sales executive must overcome is the fear of rejection, or hearing a "no." There is a way to avoid that outcome: by never asking for a decision. The bad news is, without asking, you're not going to get a decision either way. Your sales cycle will drag on and over time, the prospect will inevitably lose interest.
When I finally narrowed down my decision to buy the Doc McStuffin guitar, I waited and waited for my daughter to move along the process and ask if I wanted it - but the question never came. In fact, the only thing she mentioned was more benefits of the guitar. We were past that, but the longer I waited, the more frustrated I got that I still didn't have the guitar. I thought about moving on from it completely.
The easiest way to get over this fear is to have a gameplan going in. Write down a handful of trial closes to use on each call: "How does that sound?" "Can we count you in?" etc., gets you closer and closer to a final decision with each ask. More importantly, have a game plan and responses to what you may hear after that trial close, assuming it's not a yes. If you've had that two-way conversation earlier in the buying process, overcoming objections should be as easy as citing something the buyer previously said.
I left my daughters room with a Doc McStuffins guitar, a coloring book, and a University of North Texas Scrappy the Eagle figure (she up sold me), but more importantly, I walked out of a clean bedroom with a topic for a blog… We both left the interaction happy and at the end of the day, that's what sales is all about...
Justin
Justin Jordan is a sports industry professional with 13 years of experience. Justin has worked for teams in the AFL, NFL, NHL and is currently overseeing sales teams for the Oklahoma City Thunder and their G League affiliate the Blue. A graduate from the University of North Texas, Justin can be reached at jjordan@okcthunder.com