Practice makes perfect.
Until we internalize our script, we’ll sound like the proverbial telemarketer.
Practicing versus Doing–why do sports teams, who profess to play for fun, concentrate on practicing basic fundamentals skills (Art), and then specific plays (Best Practices) until they are second nature, yet we, who profess to belong to the profession of sales insist on winging it?
I was a sales manager at the district level up to the global level, and you know what, I never enforced (or recommended for that matter) having my teams practice any sales skills at weekly sales meetings. Attaining our revenue goals was way too important to take time out to practice the skills it takes to be efficient and effective. We would do it at a quarterly get together.
It was not until I became a sales consultant and trainer that I looked at skills improvement for what it is–getting better at what we do every day in order to sell more. A better fielding average or batting average does win more baseball games. It’s why baseball teams record those statistics and practice those skills, not just in spring training, but pretty much before every game.
Every workshop I run, I hear the war stories of big sales lost because they were in at the wrong level, didn’t ask the right questions, assumed something incorrectly, got there too late, etc. Why do I hear these stories? Because the proverbial light bulb comes on during our training and people realize that if they had only applied the skill we’re talking about right then and there, they wouldn’t have lost that deal. So what to do?
We should make a little time at each of our basic pipeline review meetings to practice (role-play) critical skills (fifteen minutes and make it fun). (Okay, maybe not at the last meeting before the end-of-the-quarter, but you get the idea.) Here’s a list of appointment-making role-plays and exercises to use.
- For Gatekeepers and Decision Makers
- What are the most common challenges we face? List them, figure out how to handle them and then role-play them.
- What are the most common questions we hear on an appointment-making call? How will we answer them and then role-play them.
- What are the most common negative responses we hear? How will we handle them and then role-play them?
- What are the benefits our products or services bring to our customers? How do we build that into the reason we want to meet with someone? Role-play it.
- Ask your sales professionals to write down on a 3×5 card the answers to the following questions:
o What do we sell?
o What are the three biggest reasons our customers buy from us?
o What are the three biggest challenges we solve for our customers?
o How do our competitors answer those questions? (This is the biggie. It will help them realize why their targets respond the way they do. We’re coming across as a “me too.”) And if you can’t figure out how to adequately script your differences, call us.)
Particularly with the last exercise, don’t be surprised if you get a bunch of different answers. Get marketing involved and standardize on a set of answers that work and get the team to internalize them.
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July 27th, 2011 at 8:53 pm
I've observed that practicing or role playing is uncomfortable for people. Many people have a fear of looking stupid in front of peers and managers. This is especially the case in bigger group trainings and when there are senior sales people in the room with more junior people. The senior people really don't want to look stupid in front of the juniors!
I really like your points above and I would add that the key to it all is to create an environment where it is EXPECTED that everyone will fumble around a little when they are learning a new habit or skill. Once everyone is comfortable taking the leap, it is amazing the improvement that can be gained .. all before talking to a real live prospect!
July 28th, 2011 at 6:13 am
I agree wholeheartedly. When we do role-playing, and we do a lot of it, we do it in small groups and cover small pieces of learning each time. For instance, we cover the opening script, give them time to practice it on their own, and then role-play just that piece. We then move on to some of the most common negative responses heard, give them time to practice that on their own, and then role-play just that piece. We just keep building one piece at a time, so it is easier to learn. Even doing this though, the first couple of role-plays are painful to listen to. Then they start to get better and better, which gets them excited about appointment setting, most for the first time in their careers.
As for managers, we generally will put them through their own workshop prior to the sales professionals going through it. There are several reasons for this that go beyond not embarrassing them in front of their direct reports, but that is certainly one reason.
One last thought. We also try to make these fun, so that no one should feel embarrassed. However, this is part of the job, so success at this is generally crititical to the sales professional’s job performance. Better to stumble in front of our peers than when calling a target. The former bruises our ego, the latter, our pocket books.
August 3rd, 2011 at 8:44 am
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