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It’s Only Common Sense: Go Where the Business Is

Demand for sales training is on the rise lately. People are realizing that the number one problem for any company is a lack of sales (as if you’ve never heard me say that before!).  So now individuals and companies are looking for ways to gain more customers, and of course the very best way to do that is to make sure that your sales team is operating on all eight cylinders. That is, they must be fully trained, armed, and prepared to get out there and win more business.

This is right up my alley: As a longtime sales manager and sales consultant, I am always looking for ways to help salespeople do a better job. It is music to my ears when salespeople call and ask for advice on improving their skill sets so they can win more new customers and increase sales.

In the interest of full disclosure, I study the craft of sales. If I am going to make my living by advising others on how to be great salespeople, then I am going to keep myself educated on the latest sales techniques as well. This is why I read as many sales books as I can.

One of my favorite business writers is Brian Tracy. He has written numerous books, not just on sales, but also on marketing, management, and strategy. Tracy is a true pillar among business writers. I must have read all of his books throughout the past 20 years.  But what I like about Tracy is that his advice is timeless. I keep his books in my library and refer to them often.

This week I want to share some of his advice from one of Tracy’s books, Unlimited Sales Success: 12 Simple Steps for Selling More Than You Ever Thought Possible.

While reading this book, one chapter really struck me as particularly pertinent to prospecting in this day and age. In it, Tracy lists the characteristics of a good prospect as well those of a poor prospect. This information is important enough to share.

According to Tracy, a good prospect is someone who:

• has a problem that your product can solve efficiently and cost-effectively
• has a need that your product or service can satisfy
• has a goal that your product or service can help to achieve
• has a pain or concern that your product or service can take away
• has the power and authority to make the buying decision
• likes you and your company as well as your product
• can become a multiple purchaser, if satisfied
• is a center of influence who might open doors for you to other prospects
• is easy to sell and service

And I’d like to take the liberty of adding a few of my own:

• A good prospect appreciates and understands the value of your product
• A good prospect can pay his bills
• A good prospect will brag about you, showing others how smart he is to buy from you
• A good prospect is not afraid to listen if you have an idea that will make his product better

And finally, a great prospect is one who looks out for you as much as you look out for him, in a true spirit of partnership.

That said, I must mention the opposite. According to Tracy, a poor prospect is someone who:

• has a difficult personality
• sees little value in what you are offering
• argues or complains continually about your price or quality
• is happy with his existing supplier
• would be a small purchaser of your product or service
• is not a good source of referrals
• is difficult to visit or service geographically

And here are a few of my own:

• A poor prospect gets angry if you ask too many questions
• A poor prospect acts like he is doing you a favor by seeing you
• A poor prospect is just using you for a required third price
• A poor prospect shows no respect for who you are or what you do

I recommend that you really consider these lists as templates, or filters for going after new accounts. This will ensure that you are using your time, skills, and experience wisely and always heading in the right direction.

Just remember what Willie Sutton said when they asked him why he robbed banks: “Because that’s where the money is.”

After all, it’s only common sense.