As sales managers, we often are so focused on the numbers  we fail to determine what behaviors are actually creating or preventing the desired results.

Aside from measuring activity and results, it is critical to consistently inspect how reps are approaching the sales process to determine what they are leaving on the table and why.

Observing sales behaviors throughout the entire process is critical to your sales team’s success and to your effectiveness as their leader and coach.

Reviewing their scripts and their emails, listening to their calls, and observing them in action will help you zero in on the behaviors that need to change:

How well are they leveraging their lead sources?

What does their value proposition sound like?

How effective are their voice mails?

Are they asking for the appointment or the sale?

Are objections being handled and bypassed?

Are they able to effectively work with gatekeepers to reach the decision-makers?

Results are the bottom line but knowing why the team succeeds or fails is key. What do you know?

When I began selling prospecting training and coaching for my new employer, I couldn’t get my first sale fast enough. Although I had been in sales for over 20 years, this was a new start and I was anxious to prove myself.

As it turned out, I was on the job for one day before the attacks of 9/11. In addition to being a shocking and life-changing tragedy for us all, it certainly made cold-calling difficult . It just didn’t feel right to call strangers and talk to them about sales training in the wake of such a horrific attack. Yet that was my job.

Slowly, but surely, business returned to a state of resigned normalcy. Life and business, after all, had to go on. I began to make more and more dials every day to fill my pipeline.

It had been three months and still I had no sales on the books. I had been prospecting like crazy and was even working on several proposals. Some were close, but none were moving fast enough for me and I was frustrated.

So when one of my prospects called to say they were ready to go, I was thrilled! Then I heard them say that wanted me to deliver a shorter, less-expensive version of the program I had recommended. My heart sank.

It was tempting, but I knew it wasn’t the right solution for them. They would not be satisfied with their results in the end and it would lead to nothing but problems.It was really tough, but I told them “no”.

The prospect couldn’t believe it, “What do you mean, ‘no’? I said I wanted to go ahead with the training.” I assured him that I had indeed heard him but, in good conscience, I simply could not give him part of a program knowing he wouldn’t see a return on his investment.  

He tried to argue with me, saying he knew his people and what they needed, but I politely thanked him and hung up the telephone feeling disappointed and angry but resigned to my decision.

That was years ago, and I still have to fire “difficult” prospects and clients from time to time. Sometimes they are just too demanding. You know who they are: the ones with endless RFP processes and hoops to jump through, those who ask for an unreasonable number of references, people who don’t return your phone calls and emails, and prospects that can’t make a decision and make it all about price.

Due diligence is fair, but too many demands, without any kind of commitment can feel downright abusive. When I get nothing but pushback, problems and excuses, I have learned to let go.

I have learned that the way a prospective client treats you up front is the best indicator of what they will be like to work with.

Of course, we need to treat our prospects well and work diligently to earn their business, but if they are unreasonable and overly demanding at the beginning of the journey, it is sure to be a rough road ahead.

 When would you “fire” a prospect or aclient?

“….And what is this call regarding?”

All salespeople who use the telephone to prospect will, at some point, be asked this question. Administrative assistants and receptionists have been dealing with salespeople on the telephone for decades. They know us when they hear us and they know what to do.

Today, it has become even more of a challenge with more salespeople are competing for fewer opportunities. Entire books and seminars have been created to provide tricks and tips to “get past”, “get around”, or even “outsmart” the gatekeeper. Guess what? They don’t work.

Why doesn’t it work to “trick” a gatekeeper into putting you through to their boss? Because nobody likes to be tricked, it‘s what they get paid for, and the deception will most certainly come back to bite you.

Think of why the term “gatekeeper” was coined in the first place. One of the most important functions of the people who support C-level decision-makers is to protect their time. Consider how many salespeople are trying to gain access to the same people you are. There is only so much time for the executives to talk with salespeople and it is the gatekeeper’s role to decide who should get it.

I like to think of gaining access to the decision-maker as the “American Idol” of cold-calling. The gatekeeper’s is the judge whose job it is to decide if what we have to offer is good enough to get to the next level. We simply won’t get to the finals unless we shine above the rest.

So here are five rules I follow to get through to my prospects more often:

1.    Use their name or ask for it if they have not given it in their greeting.
2.    Clearly state who you are and what company you are with and do it with confidence: make it a statement.
3.    Be ready to tell them why you are calling and make sure there is a powerful benefit to their boss or the organization.
4.    Before they transfer you to either voice mail or your prospect say thank you and mean it.
5.    Make note of their name for future calls and use it.

Instead of viewing this challenge as “getting past” the gatekeeper, work with them give them a compelling reason to put you through.

So how do you get the key to the gate?

Every sales professional, at one time or another, experiences the fear of picking up the telephone. 

Whether you are brand new to sales or a seasoned veteran, it can be daunting to make that one phone call that could either make or break your month, quarter, or even year.

Any time the stakes are high, we tend to doubt ourselves and our abilities because the risk is there that we may lose.

The key to overcoming call reluctance is being prepared.  Just as any athlete practices and prepares for the big game, we also need to be ready.

Do you have a powerful value proposition and call purpose, packed with the benefits to your prospect?

Are you ready for the gatekeeper’s question, ”What is this call regarding?”

Do you know what questions you are going to ask to truly understand your prospect’s business, goals, and challenges?

English logician, mathematician and novelist Lewis Carroll said, “When you don’t know where you are going, any road will get you there,” .

When you pick up the telephone, do you know where you are going?

What do you do to prepare for your sales calls?

I am a self-professed difficult customer. Not that I am mean or demanding, but I have high expectations as to how I want to be treated when I am exchanging my hard earned money for an experience, a product or a service.

When I get what I want, I am happy and often return as a repeat customer, but when I have a bad experience, I am sure to inform someone in management that I was less than delighted with the service or the product, or the way in which it was delivered.

Every once in a while, I have a customer experience that really wows me. When that happens, I make sure to let management know about it and I am a customer for life.

All summer I had been looking for a new gas grill, as ours had been neglected in the snow last winter and rust dust flew with every use. Our burgers began to taste gritty and it was time to retire it to the recycling center. It was, afterall ten years old.

I had looked at them at several of the big box hardware stores and spent quite some time looking at them at one store in particular as they had so many to choose from. It was really hard to decide what was a good deal and what was not. I had a million questions, but alas, no one to ask. I reminded myself that they don’t call them “do-it-yourself” stores for nothing. So I left the store thinking maybe our grill could get us by just a bit longer.

 So, last week I was mowing the lawn and hit a rock. That was it for the blade. I ran into our local hardware store, Frattalone’s Ace, to see what could be done and was immediately greeted by a smiling young man in a bright red polo with the Ace logo and a nametag indicating that he was Brendon and asked how could he help me.

 I presented the mangled blade, asked if it could be fixed and how long it would take, hoping our grass wouldn’t be knee-high by the time it was ready. Brendon assured me that he could take care of it, if I didn’t mind waiting about ten minutes. Seriously? “Wow, that’s awesome”, I said and wandered off to look at the grills I saw in the entryway.

 One in particular caught my eye. I was really taken with it—it had all the bells and whistles, was on sale for $499 plus I would get a $100 Ace gift card to boot! I opened the instruction manual laying on top and realized the catch. Assembly instructions! 900 pieces and ten pages of instructions. There was no way.

 Just as I was about to walk away, another young gentleman came out and asked if he could answer any questions for me. I said, “Well I was interested in this grill but there is no way I am going to try to put it together!” He said, “Oh, we’ll put it together for you.” “You will?” I asked incredulously. ”But how much do you charge?” “Nothing.”

 At this point, I was waiting for the other shoe to drop. “Yeah, but then how do I get it home?” “We’ll deliver it”. Aha. Now I had him. “How much is the delivery fee?” “Nothing”. At this point my jaw has dropped, but I quickly recovered and decided to go for broke. “Well, what do I do with my old one?” this had to be where my good luck would stop. “Oh, we’ll take it and recycle it for you!”

 I actually grinned ear-to-ear and said, “I will take it then and this is my new favorite store!”

 I paid for my new grill and newly sharpened lawnmower blade, made arrangements for delivery and literally skipped out of the store. I knew it was the only place I would go for hardware from here on out. Gift card or not.

 When the manager delivered my grill the next evening, I let him know just how impressed I was with his staff and the service I received from his store. I could tell it wasn’t the first time he had heard that, but he graciously thanked me for saying so and for my business then drove away with our dilapidated old grill in the back of his pick-up.

 I hadn’t had an experience like that in quite some time. Have you had a customer experience lately that has either wowed you or raised your blood pressure? What’s your best—or worst customer story?

Many years ago, while struggling to build my client base immediately following 9/11, I  began to panic as fewer and fewer prospects seemed willing to engage.

My sales were down, no one responded to my calls, and with every dial I grew more desperate.

My boss said we needed to practice what we taught our clients and have more call-coaching sessions. So I recorded a few calls and reluctantly went into his office so we could listen to them together.

He pressed “play” and we heard the beginning of my standard voicemail message. I had only spoken my name, company, and telephone number when he stopped the recorder, turned to me and asked, “Who is that?”

 I looked at him blankly and said, “Uh, it’s me, leaving a voice mail.”

 “That is not you,  anyway not the Laurie I know who had a record year last year.”

Then I knew. It was me, but it was me sounding dull, lifeless, and nervous. “Well, it was late in the day,” I tried. But we both knew that my confidence was in the tank. We could hear it loud and clear.

My boss reminded me of all the clients I had worked with to build their skills and confidence on the telephone. He recited all the large clients I had worked with and the outstanding evaluations I had received from my workshops and my coaching sessions.

 “That’s what you need to focus on when you are making these calls, not your sales numbers,” he said. “If you aren’t confident about what you can do for your prospects, how confident will they be?”

 It was amazing. I left his office with a newfound passion and purpose.If I hadn’t had that coaching session that day, I know I would surely have failed going forward.

 So as we work to rebuild our businesses after these past couple of years, we must stay focused on the business we have won, all the clients we have helped, and every success we have ever had.

 Use confident words and speak with conviction! Avoid words like “just”, “maybe,” “wondering,” and “might.” Stand up when speaking on the phone and exude the enthusiasm that got you where you are today. Confidence is contagious so spread it around!

 After ordering a coffee drink yesterday at a well-known coffee chain housed in a local, upscale grocery store, I was reprimanded by the cashier. When I asked why I was charged for an extra shot of espresso usually offered to me for free, she told me, in no uncertain terms,  I “couldn’t order it that way”. “I beg your pardon?” I asked incredulously. I really thought I hadn’t heard her right, but she repeated it verbatim the second time.

 What followed was a rather lengthy explanation of how I need to order so it can be rung up a certain way, why only sometimes they do it the other way and so on. Of course, I really didn’t care what the reason was for overcharging me, or what issues it created for her when I committed my “latte-faux pas”. What I wondered was why on earth this person was working in a job serving people when she had no idea how to speak to customers properly.

 Now we have all had experiences like this and maybe she was just having a bad day, but doesn’t everyone in “customer service” know  arguing with or correcting a customer does not build loyalty? After all, we are the ones paying for the product and often for the experience as well. How many times have you “quit” being a customer somewhere because of the way you were treated?

 So what are your customer-facing team members saying to your customers? What words are they using? Do they use phrases like “You need to…”, or “You are going to have to…” or “We can’t do that? " Or do they take ownership of the issue and say, “What we will do is…..,” or “In order to process it I will need to ask you for…if I may please?"

 When they are asked a question do they respond uncertainly with “I believe it is…”, “I think so…”, or “It looks like we have it….?" If they don’t know the answer should say, with confidence, “That’s a good question, and I want to be sure you get the right answer….” , then find the answer and circle back with the customer. That is the way to build trust and confidence.

 Unfortunately, our text and email society has made us all too casual with our words. How often do you hear “You guys”, “yeah”, “huh?”, “I’ll shoot you an email”, or “I will give you a buzz”?

 What pictures do casual words and phrases create in the mind of your customers and prospects?

 What picture do you want to create? Customer-focused, caring, professional, competent, confident and enthusiastic? If so, these are the words you and your team should be using: “I would be happy to…”, “How may I help you today?”, “Please”, “Absolutely”, and of course, “Thank you for your business!”.

 Have you listened lately?

 Truly effective salespeople know that it is essential to “seek first to understand; then to be understood,” as coined by Stephen R. Covey in The Seven Habits of Highly Effective People.

 People buy from people they trust, and showing true interest in your prospect, their business, and their needs and concerns before recommending a solution, is the foundation for that trust .

 All too many times, salespeople make it all about them, instead of their potential customer. Instead of “diagnosing,” then “prescribing,” they lead with how great their company or their product is and try to “sell” it to the customer.

 When hiring salespeople, look for someone who asks a lot of questions about the position, your company, your product or service, your customers and, of course, you. Look for salespeople who share  their capabilities in terms of what is in it for you based on what they heard as being important to you.

 So before you hire a salesperson ask yourself if they are they naturally curious enough to sell themselves to you?

I am an active networker on Linked-in and often read and comment on posted discussions and on other business-related blogs. Most of the time the comments and posts are civil and helpful, and often enlightening, but I think some people make mistakes that tend to negatively impact their credibility. These are the things I always keep in mind before posting to any discussion:

 Read all the comments before typing my two cents

There’s nothing more annoying that reading a post that simply echoes what has already been said with no acknowledgement thereof. It is especially irritating when someone reiterates my point as though it is a unique perspective. Discussions are a two-way street.

Keep it short and sweet

If I can’t clearly articulate my point in a short paragraph or two, I don’t comment. Who wants to read posts that go on and on?

 Be humble

No one likes a know-it-all. I find that phrases like, “what I have found”, or “in my experience” go a long way to avoid sounding like the ultimate authority on the topic.

 Reply privately when appropriate

No one likes to be “dressed down” in public. If someone has offended me or taken issue with my post, or I with theirs, I respond privately so the entire group doesn’t witness the dispute.

 Avoid self-promotion

Part of my responsibility as a group member is to offer helpful advice without promoting my company or my services. I always try to give something of value to the group members without a sales pitch.

 Proofread before posting

I always read my entry aloud and double check spelling and grammar before posting. It’s hard to take someone seriously when their post is full of misspelled words and typos.

 Please comment. You might start a discussion!

How long does it take a prospect to know you are selling something? Most often it is less than five seconds. The reason? Most salespeople sound alike. After listening to over 15,000 sales calls, here are what I have found to be the most commoditizing things salespeople say when cold calling:

“How are you today?”

Don’t you just love when a telemarketer calls you and asks you how you are? We know they don’t care. They don’t even know us. Are they simply trying to be friendly? Maybe. Perhaps, they just don’t know what else to say. When you ask a total stranger how they are, you have instantly branded yourself as “a salesperson”.

Asking your prospects if they have time to talk instead of inquiring as to their current state of happiness or health is not only more respectful but much more pertinent to you both. Most people consider their time valuable. If someone is the middle of something or on their way out the door when you call, what you have to say is likely to fall on deaf, if not agitated, ears.

“I was just calling…”

Think about how most people begin their phone calls to friends, family, or prospective clients or customers. Most say, “ I’m just calling to tell you about…” or I’m just checking in”…or even “ I am just returning your call”. When we use the word “just” we diminish the importance of our call. The word “just” is defined in most dictionaries as “simply”, “only”, or “barely”.  If you don’t have something compelling why are you calling them? If you do, why are you minimizing the importance of your call?

Using a phrase such as “The purpose of my call is…” or “The reason I am calling today is….”, makes you sound more confident that what you have to offer is of importance and more readily gains the prospect’s attention .

“I’m calling to introduce myself and to tell you about our new product offering…”

Well, at least this warns us that we are about to hear a commercial. We all love being talked at, don’t we?. When the purpose of the call is to introduce ourselves and to tell them about what we have to offer, who is that about? Of course, it is about us when it should be all about them.

Sarcasm aside, you may have every confidence that your prospect wants to meet you and hear about your product, but they will not be very receptive unless you first let them know why they should talk to you. We all want to know “what is in it for me?” first, and foremost.

Always be prepared to articulate your value proposition with a benefit to the prospect to ensure that the purpose of the call is about them and not about you.