In sales, there are loser-winners and there are loser-losers
On a sales call/meeting, there are loser-winners and there are loser-losers. We’ve been both, and we learned the lesson the hard way.
Sales is a game that’s played in multiple rounds. Like with board games, not every round is positive for our advance to the endgame. Losing a round, in no way implies we lost the game.
Losing a round can either be messy or graceful. Opting for the latter, is what differentiates loser-winners, from loser-losers.
We can’t recover from a messy loss. It’s usually the result of uneducated sales processes, detachment from the product/service we sell, more push to our agenda than prospect discovery, aggressive pitches and empty promises that don’t lead anywhere.
How can we lose gracefully? We start by expecting/accepting the possibility of a loss.
Expecting that not everyone is positioned to accept our product/service is the first step. Our job in sales, is to calibrate the prospect into accepting our product/service. The faster the better, but it doesn’t have to be today. In many cases, this calibration is done by the company’s marketing efforts. Sales in these cases are immediate, even automatic with no real handling.
In every other case, the prospects’ mind is nowhere near where you need it to be, to close the sale. If you have no need for a new TV, then you’re not open to discuss about TVs, or buy another one for that matter.
A loser-loser’s mindset can’t accept that prospects are not ready to buy. With no relationship buildup, no prospect calibration and no reason to be heard, the push is unconditional and prospects shut down with no turning back.
Be a loser in your own terms, and you will never lose a sale.
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