| To Keep Growing, Replay The Call - Every Time | | | | differentiate my product? |
| Most salespeople continue to make the same | | | | 4. How did I show that my company would be a |
| mistakes over and over, never recognizing their | | | | good match for the customer's company? Could I |
| errors. Therefore, beyond a certain point, they | | | | have done this better? How? |
| never really get much better at what they do. | | | | 5. Did I tie the needs that I uncovered to the |
| How can you avoid that trap? | | | | capabilities of my product? Did I describe my |
| Top salespeople never stop improving because | | | | product's benefits in terms that address those |
| they 'replay' every sales call they make. | | | | needs specifically and powerfully? How could I |
| To continually improve your performance, you | | | | have done better? |
| need two things. First, you need a systematic, | | | | Objections are the customer's response to |
| step-by-step approach to planning and conducting | | | | unasked questions. Ask The Best Questions early |
| the sales call that gives you a clear picture of | | | | in the sales call, and customize your presentation |
| what the whole process looks like when it's done | | | | so that you'll hear far fewer objections later. If |
| right. Second, you need a strategy for critiquing | | | | you do hear an objection late in the call, figure out |
| your own performance regularly in light of that | | | | the question you should have asked and ask it |
| ideal approach. | | | | now. |
| The nine-act structure of Action Selling provides | | | | In The Field: |
| you with the systematic process. And by mentally | | | | After the conclusion of an Action Selling Sales |
| reviewing your performance in each act after | | | | Training Workshop not long ago, I was |
| every sales call you make, successful or not, you | | | | approached privately by one of the more mature |
| ensure that you will never stop improving as a | | | | attendees. "If I had only learned this 30 years |
| sales pro. | | | | ago," he said ruefully, "my life would be much |
| Here are some sample questions that | | | | different today." |
| top-performing salespeople ask themselves after | | | | Naturally, I had to ask: "What would be different?" |
| every sales call: | | | | I will never forget his response. "Everything," he |
| 1. What Commitment Objective did I set for the | | | | said. "I wouldn't be working at this stage of my |
| call? Did I achieve it? If not, what commitment did | | | | life. This workshop has pointed out so many |
| I gain from the customer and how? | | | | mistakes that I have been making throughout my |
| 2. Was the person I called upon the ultimate | | | | sales career. Those errors have hurt my income |
| decision maker? If not, did I gain a commitment | | | | for 30 years." |
| that will take me closer to that decision maker? | | | | Those may be the saddest words I've ever |
| Why or why not? | | | | heard. If you have a feeling that you may be |
| 3. What needs did I uncover and agree upon with | | | | repeating the same old mistakes in your sales |
| the customer? Are they needs that will let me | | | | approach, take charge now. |