01 Why do so many sales people
fail?
The odds are against you - you may not make
it.
Why do so many people come into selling and after a year or two they are gone? Why do
sales people fail?
Here are the reasons that sound good. These reasons justify, in the failures mind, the
decision that selling is not for them. These reasons justify their failure.
"This is not worth it."
"There must be a better way to make a living."
"I'm going back to school and get a real job."
"All the good territories are already taken."
"The competition is ruthless."
"I'm going to try selling a different line."
"They expect too much."
"How can they expect me to sell anything at these prices?"
The light at the end of the tunnel went out for these "would-be" sales people.
They sold themselves on the idea that they were not "cut out to be in sales."
They saw only the glamour of being independent with opportunity to earn "easy"
money. Do any of these reasons sound familiar? Yes- of course they do. We have all had
these thoughts at some point.
So why does one person become an outstanding success at selling while another, with the
same potential, fail?
You are parked behind a restaurant sitting in your car waiting for your appointment time.
The person you are going to see is probably much older and more experienced than you.
He is more than likely going to ask you something about your product line that you
can’t answer or don’t know. As you are waiting, the anxiety grows. It is
the middle of summer and the August sun is beating down on the pavement. As you get out of
the car the heat and humidity are so thick you can cut it with a knife.
You walk past the dumpster and the smell practically makes you sick. As you open the
door the heat from the kitchen hits you like a blast furnace. The person you are going to
talk to is busy working. You know he sees you but he does not make eye contact with you.
He is making you stand there as if you are invisible. At this moment in time
the truth will reveal itself – are you, or are you not, going to succeed in a
business with such a high failure rate? At this moment you will know how well you
understand the principles and psychology of the buyer/seller relationship, or simply
“The Principles of Selling.”
If you DO NOT understand the PRINCIPLES your reaction is predictable. You get humiliated.
Upset. Embarrassed. Mad. You take the prospects rudeness as a personal insult.
Your ego gets wounded and your mind starts filling up with negative thoughts. When he
finally turns to talk to you, your attitude is reflected in your face. You try to
get control of your attitude – but it’s too late. The prospect won in the
first round!
If you DO understand the PRINCIPLES your reaction is also predictable. You
understand that you are a sales person and the prospect is on the defensive. They are
afraid you are going talk them into something they do not want.
They are afraid you have a certain power over them and that is why they are ignoring you.
By understanding the PRINCIPLES you know that the customer is simply setting the
stage and sending you a message – a message that says he is important, his time is
valuable, he is in control of this meeting. By understanding the PRINCIPLES you do not let
the situation turn negative.
You say to yourself “I really love what I do – I love my profession.”
“I really love playing the selling game.”
"He’s made his first move and he is doing it quite well."
"When he does acknowledge me I will greet him with a smile and an attitude of
appreciation for letting me talk to him."
Do you see the difference? So, what is the reason so many sales people fail? Here is
the reason – read it carefully.
The person who fails usually has been thoroughly trained in the products and services they
are going to sell - they have NOT been trained in the psychology and principles of
selling.
Sounds simple, I know.
Most non-selling managers and business owners believe that successful sales people are
born that way. This is simply not true. A sales person needs professional training just as
much as a doctor, lawyer, airline pilot, accountant, carpenter or chef. Why should selling
be any different?
Successful sales people learn the principles of selling and apply them. Sales people
who fail do not learn the principles of selling and rely on their ability to “wing
it”, which ultimately lets them down. We have already touched on an important
principle.
ATTITUDE MANAGEMENT.
Not just having a positive attitude – but managing your attitude under all the
various selling situations. Programming your mind to react in a certain way in a specific
situation. It does no good to read about something as important as attitude management and
then do nothing about it.
To manage your attitude you must monitor your thoughts and feelings under every selling
situation. Approach it as if you were doing a scientific study. When you find that
you are reacting negatively to a specific situation, you have found an opportunity to
sharpen your skill.
For a mental picture of this concept think back to
some of the old Star Trek shows. Captain Kirk represented the
concious mind, McCoy represented the emotional side and Spok represented
the logical side. The key was in the balance.
I believe a first impression and positive attitude that
will set the stage for the sales call. You only have a small window to
win the customer over in the first few minutes of the meeting. You have
to know why you are going in to visit the customer. Think of the
customer as part of your family.
Jim Harris
If you give up
after being told no you won’t be in this business very long.
You have to learn the art of listening. Not just hear what a buyer
is saying but listen and fill in the parts that he doesn’t tell you.
Once you master this art you will successfully cross from being a sales
person to a consultant. It doesn’t happen overnight and you need
to develop a thick skin along the way. Once a buyer sees this
trait in you he will have the confidence to trust and enter into a
business relationship with you.
Randy
Knotts
Attitude and energy are what it takes. You have
make it part of the muscle memory in the brain to turn the other cheek
with a smile. I tell myself my biggest competitor is me. If I am not
selling someone it is because I don’t want to or I have not put forth
the effort too. It is not the big that eat the small it is the fast and
more prepared that eat the slow and unprepared.
Jim Clark
I must admit that in the past I have been a little
negative on a sales career. This goes back to my past when I took
one of those summer jobs when I was back in college in the early 1970’s
selling encyclopedias for a company that used deceptive trade
practices. Basically you went door to door and lied to people for
the company telling you were taking a marketing survey.
After 2 weeks of that and making no money and encounters with the police
for door to door soliciting [which was illegal in Baton Rouge,La and the
company didn’t inform me on that till the police came] my high moral
values took over and I quit. The company was later charged by the
Federal Government for deceptive trade practices and paid rather a hefty
fine.
This course is making me look at things
differently.
Cary McAfee
I find that a lot of sales people get weighed down with
the “No” even before they go into the account. When I first
started in this business, after a day of no’s, I was telling my
wife about my day and how I know I could help these customers, but they
keep ‘looking at me as if I’m a lair’! Her response was,
“What do you expect you are a salesman”. From that
moment on I became a ‘consultant’, one with an answer to a customer’s
needs.
Another thing that add to the failure rate, is not
understanding that a ‘no’ on Monday a 9:00 AM, may not be a ‘no’ on
Thursday at 2:00 PM …. You got to keep listening for an need and
address (sale) around those needs.
David Vize
I had not a clue those marketing classes I chose
as electives in college would help me today. Through those lectures we
were taught always to investigate the business you are pursuing. Knowing
what the business is about and what their initiative is, getting to
understand the person behind the business, and networking with people
who are already involved with the business. Also, never let your guard
down and always be a positive thinker and speaker. Any form of negativity could affect the bond or connection you
are trying to build with a prospective client. Something I know
that has helped me over the years especially in customer
service is that old phrase “Kill them with kindness.”
Shawn Hollis
Some of the most satisfying experiences in sales for me have been
succeeding with the “tough” customer, the one who initially seems to not
like you and considers you to be a waste of his time. When you
eventually win him over, he many times becomes a strong, long term ally.
Crocker Smith
I believe that if you show a positive persona, believe in
that positive persona, then everyone (including customers) will begin to feed off your
positive attitude. Try this: the next time you meet a person for the first time or see
someone that you haven’t seen in a few days, and they ask “how are you?”
Use the response “GREAT!!!” with an explosive, over joyous and big smile and see
if you don’t get a smile back. It may not be genuine but at least you’re not
giving off a negative or downtrodden attitude. Of Course, the person is going to ask you
what makes your day so great….my response? “I woke up breathing, everything else
is irrelevant.” I guess It comes down to “Carpe Diem.” Make the very best
of every day. A positive attitude is contagious as well as a negative one. Which is the
better?
Tim Hopkins
“The longer I live, the more I realize the impact of
attitude on life. Attitude, to me, is more important than facts.
It is more important than the past, than education, than money, than circumstances, than
failures, than successes, than what other people think or say or do. It is more important
than appearance, giftedness, or skill. It will make or break a company…..a
church….a home.
The remarkable thing is we have a choice every day regarding the attitude we will embrace
for that day. We cannot change our past…….we cannot change the fact that people
will act in a certain way. We cannot change the inevitable. The only thing we can do is
play on the one string we have, and that is our attitude…..
I am convinced that life is 10% what happens to me and 90% how I react to it. And so it is
with you …. We are in charge of our Attitudes.”
Charles Swindole
I totally understand the intimidating factor in selling. I
have felt that in environments I was not familiar with. Fortunately, with my experience as
a restaurant general manager, I totally feel comfortable standing in a kitchen or in the
front because it gives me the opportunity to see all the different ways I can help them
and just gives me more ammunition to at them with. If an owner / manager gives me this
opportunity I will always find something I can speak with them about. I have also
learned you will never get good at this unless you step out of your comfort zone and
challenge yourself. A positive attitude goes a long way in winning over a prospective
customer, and a willingness to listen to their challenges and being willing to step in the
middle and offer solutuions.
Donnie Little
Hmmmmmm………………attitude
management. Seems like a no brainer. It really comes down to control. And of course with
our under developed cerebral cortex our emotions are often the most difficult aspects of
our personalities to be in control of. Emotional control is the key to being in control of
almost any situation. If you can train yourself to control your thoughts and feelings, or
at least your reaction to those thoughts and feelings you will always have the upper hand
and your “adversary” (who will hopefully over time become your partner in this
sales relationship) will never even realize they are slowly being recruited to your
“side”. “Never let em see you sweat”.
Kirk Jones
"You only get the opportunity to a first impression
once. There are no “do overs” on how you CHOOSE to initially present yourself.
People need to see something in you that they want to have before you ever try to
“sell” anything."
Lynn Mosely
"There is no one more valuable than a
sales person with confidence. Most people allow themselves to be read like a book.
The ability to show a confident persona is the best way to make the customer
believe you have the solution to their problem."
Drew
Culbreth