Drink Coffee, Make Friends (That's What Salespeople Do)

In the world of professional selling, the saying "You only get one opportunity to make a first impression" holds true. Within seconds, people form their initial judgments about you, which can significantly influence their decisions. I cannot tell you the number of times I wished I had a redo, an opportunity to start over on the conversation. Things I did not know to do, questions that I did not know to ask, and times that I misread the prospect. I learned a great deal during my first sales job where all I did was cold call in person.

During this episode, we hope to share the lessons I learned the hard way and give you the advantage of having a plan for a successful sales conversation.

The Approach: The crucial phase at the beginning of a sales conversation is known as the approach, as it sets the tone for the entire interaction. To ensure a successful first impression, it is essential to have a well-thought-out plan of action. Let's break down the approach into three key components: the greeting, building rapport, and transitioning into business. It's important to note that the approach is not the time to push for a sale; instead, it is an opportunity to establish a solid business relationship.

Let's take a moment to recap our journey so far. In episode two, we delved into the art of unlocking our full potential by adopting a sales-oriented mindset. Moving on to episode three, we recognized the importance of comprehending our own professional brand before immersing ourselves in the market. Remaining aligned with our brand became our guiding principle, a theme that carried over into episodes four and five, where we learned the crucial skill of identifying promising prospects. With this foundation, episode six detailed the strategic approach to securing valuable appointments.

Having successfully navigated these initial steps, we honed our communication prowess in episode seven, setting the stage for that all-important first impression, which we thoroughly explored in episode eight. Building upon this confidence, episode nine was dedicated to the nuances of professional networking, an indispensable facet of the sales landscape. As we progressed, episode ten provided invaluable insights into the art of crafting probing questions, instrumental in understanding and assisting our prospects effectively.

With a solidified professional brand, a well-researched and networked prospect base, thorough preparation, and an impactful initial impression, the time has come to delve into the realm of sales discovery. Within this episode, you will attain mastery in the art of posing questions to unearth your prospect's unique needs. The phase of sales conversation devoted to discovery, which follows the approach, represents an iterative process that we shall now explore in depth.

Sales Discovery: Let's dive into the realm of sales discovery and unveil its true essence. First, let's demystify what sales discovery is NOT. It is not the time for the salesperson to pounce on closing the deal, pushing a sale, or monopolizing the conversation. Contrary to common perception, successful salespeople are not the ones who dominate discussions. Rather, the discovery phase offers a unique chance for the salesperson to absorb the prospect's needs and desires. Imagine being in a conversation where someone speaks over you, dismissing your thoughts. Does that resonate positively? Certainly not.

During the sales discovery phase, the art is in asking questions and genuinely listening before posing further queries. My grandmother was a maestro at asking questions, yet she seldom allowed you to fully respond before diving in for more details. Properly conducting the sales discovery process involves mastering the pattern and pace of questioning. In this episode, we will delve into one of the various sales discovery approaches. While many companies have their preferred methods, if your organization lacks one, rest assured that the approach you learn here will serve you well.

Introduction: In the dynamic realm of sales, effective communication is the cornerstone of success. Each step of the sales conversation, from the initial approach to the final close, presents an opportunity to forge meaningful connections and drive deals forward. In this comprehensive guide, we'll explore the key stages of the sales conversation and provide strategies to navigate them with finesse and confidence.

Approach: The approach is the pivotal moment that sets the tone for the entire sales conversation. Whether it's a phone call, email, or face-to-face meeting, the approach should be tailored to captivate the prospect's attention and establish rapport. Personalization is paramount, as addressing the prospect by name and expressing genuine interest can lay the foundation for trust. Always confirm the allotted time, state your purpose clearly, verify if you are speaking with the correct contact, and inquire about any additional goals they may have.

Discovery: Once rapport is established, it's time to dive deeper into the prospect's needs, challenges, and objectives during the discovery phase. This stage hinges on asking insightful questions and actively listening to uncover valuable insights. By understanding the prospect's pain points and goals, sales professionals can customize their pitch to resonate with the prospect's specific needs, enhancing the likelihood of a successful outcome. In our program, we implement the renowned S.P.I.N. technique for effective discovery.

Presentation: Armed with a comprehensive understanding of the prospect's requirements, it's time to demonstrate how your product or service can address their needs effectively. The presentation should be concise, clear, and focused on highlighting the value proposition. Align the problems uncovered during discovery with the features of your offering that provide solutions. Leveraging storytelling techniques and real-life examples can help prospects visualize the benefits of your offering, making it more compelling and memorable.

Close: The close represents the culmination of the sales conversation – the pivotal moment when the prospect commits to moving forward with the deal. While some may perceive the close as the most challenging part of the process, it's essential to approach it with confidence and conviction. Effective closing techniques involve summarizing key points, addressing any remaining objections, and outlining the next steps clearly to solidify the agreement.

Conclusion: Mastering the sales conversation is a fundamental skill for sales professionals across all industries. By refining their approach, mastering the art of discovery, delivering impactful presentations, and executing successful closes, sales professionals can navigate the sales conversation with grace and assurance. With each interaction, they move closer to achieving their sales objectives and fostering enduring relationships with their customers.

Recently, I had the pleasure of engaging in a profound conversation about professionalism with a local entrepreneur, Jonathan Harmon, during his visit to the Jones College of Business for Professional Week 2023. This event, showcasing our commitment to professionalism, is part of our broader effort to equip students with the 'It Factor' that employers actively seek.

The Jones College of Business initiated its Professionalism Initiative in Fall 2018. This initiative has been a journey of collaboration and development, involving stakeholders, the Undergraduate Programs Committee, and a dedicated Professionalism Working Group. As a result, the faculty at the Jones College crafted a robust definition of professionalism, which now forms an integral part of our operational framework. Our ultimate aim is to make professionalism an inherent part of our organizational culture.

At the Jones College of Business, we firmly believe that professionalism encompasses the following behaviors:

• A robust work ethic, evident through thorough preparation, punctuality, active participation, and sustained productivity.
• Respectful and courteous interactions with others, fostering a supportive and inclusive community.
• Upholding the highest ethical standards in all endeavors.
• Displaying professional demeanor through appropriate business attire, effective communication, and a poised disposition.

Jonathan Harmon's professional journey is a testament to his dedication and adaptability. He began as an educator, imparting knowledge in economics and various business-related subjects at Blackman High School. His ambition to become an entrepreneur steered him toward the real estate industry, where he successfully established the J. Harmon Home Team under Keller Williams.

Driven by his passions, Jonathan and his partners ventured into the realm of entrepreneurship once more, opening Cedar Glade Brews in 2021. This establishment has quickly evolved into a cherished community hub. Managing three Murfreesboro Airbnb rentals alongside his other ventures, Jonathan exemplifies versatility and astute business acumen.

His involvement in various community boards and committees further highlights his dedication to community development. As a member of the Main Street Murfreesboro board and the Blue Raider Athletic Association, he continually contributes to the betterment of our community. Jonathan Harmon is an esteemed alumnus of Middle Tennessee State University, holding a bachelor's degree in Entrepreneurship and a master's degree in Business Education."

The selling profession is often misunderstood and underestimated by many people unfamiliar with the skills and knowledge needed to succeed in this field. My own children, for example, had no idea what I did as a salesperson when they were growing up. They only knew that I drank coffee and made friends with different people. While this is partly true, there is much more to the sales profession than just being friendly and pleasant. Selling involves a systematic process of identifying, qualifying, presenting, negotiating, and closing opportunities with potential customers.

A common metaphor for the sales profession is that of an iceberg. The visible part, which stands for the actual interaction with the customer, is only a tiny fraction of the whole. Behind the scenes, a lot of preparation and effort goes into making a successful sale. A salesperson must work hard to secure an appointment, master their product or service knowledge, and research their prospect's needs and preferences. These are the hidden aspects of sales that require dedication and skill.

In this episode, we will introduce you to the sales pipeline or funnel, a tool that helps salespeople manage their time and activities. The pipeline or funnel represents the different stages of a sales cycle, from finding prospects to closing deals. The pipeline is visualized horizontally and displayed vertically, but the underlying idea remains the same: to move prospects from one stage to the next until they become customers. I will explain each step and its importance for success while also introducing common terms and definitions used in the sales profession. As a salesperson, the pipeline was a wonderful tool to helped keep the sales process moving. It was very satisfying.