4 Ways to Make Things Happen: The Sales Edition Blog Feature
Steve Bookbinder

By: Steve Bookbinder on October 8th, 2015

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4 Ways to Make Things Happen: The Sales Edition

sales | Sales Tips

Let’s face it, the external obstacles posed to getting to a deal are tough enough. That said, why do we place so many “internal” obstacles in our way as well?

It’s foolish to assume that we can “get to yes” if we make that journey even more difficult because of our own miscues.

The seller, not the buyer, kills a lot of potential sales.

Quite often, buyers simply lose patience with salespeople who may have a great product or service, but simply can’t get their act together. A lack of confidence in the seller typically overrides whatever level of confidence there may be in what’s being sold.

A path through the woods

Along with mastering basic business etiquette, consider the following tips to make things happen:

1. See the path, walk the path.

Assume that there is a definable route to every successful deal.

It’s your job to not only figure out what that is, but to follow it to its logical conclusion. Assembling the needed resources, defining strategy and tactics, and having the discipline to execute are all part of the process.

Both your buyers and your sales managers will respect that approach, even when they may not necessarily agree with your decisions.

That’s okay, as long as you are being perceived as a professional salesperson that works methodically to get a deal done.

2. Speak well, listen even better.

Salespeople are often “programmed” to just regurgitate reams of data and information about the glories of a given product or service. They create “walls of sound” that leave precious little time to get feedback from the buyer about the offering.

During a post mortem, a sales manager will ask the salesperson about what the buyer said and get a blank stare or an empty answer from his/her salesperson.

If you ever make a sales call and walk away with no clear idea of what they buyer thinks of your proposal, you have simply wasted your time and the buyer’s time.

Listening for specifics on potential objections and reservations is the most important part of the sales call.

3. Don't get too technical.

Sometimes there is a perverse sense of security in getting deep into details during a sales presentation. Sellers feel that they have the upper hand because they get to pose as “experts” on their particular product or service.

The fact that a lot of the technical jargon being spouted is going over the buyer’s head or simply being ignored doesn’t phase the salesperson.

Dwelling on hyper technical details is the easiest and fastest way to lose the attention of a buyer.

Obviously, a salesperson should be prepared to answer technical questions if asked, but painting the “big picture” remains the true essence of a great sales presentation.

4. If you say it, do it.

That seems incredibly simple, yet failing to deliver is the death knell for countless deals.

More importantly, letting clients down is the best way to kill any chance of a having a great relationship. No one wants to deal with a salesperson that isn’t dependable.

A salesperson can build his/her own personal brand very effectively around fulfilling promises and getting things done.

While buyers want to buy great products and services, they also want to have assurance that the salesperson that they’re dealing with delivers as well.

Eliminating your own internal obstacles should be a big priority. Doing so will give you more time and energy to focus on the external obstacles to getting a deal done.

Having your own act together will make you, your sales managers, and your buyers all feel better before the game even gets started.

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About the Author


Buff Parham is a widely recognized thought leader and outstanding coach in the media sales and sales management field. With 35 years of sales experience, Buff has worked at Univision, FOX, Belo, ABC and CBS. He believes that hard work matters and that raising the bar and having greater expectations tend to generate greater results. In his spare time, Buff finds cooking and playing golf to be two of the best therapies for a somewhat hectic existence!

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About Steve Bookbinder

Steve Bookbinder is the CEO and sales expert at DMTraining. He has delivered more than 5,000 workshops and speeches to clients all over the world and has trained, coached, and managed more than 50,000 salespeople and managers. Steve continuously refreshes his training content to reflect his latest first-hand observations of salespeople across industries and regions. Through him, participants in his workshops and coaching sessions learn the best practices of today’s most successful sellers and managers across industries. Steve understands that sales is a competitive game. To outperform competitors and our own personal best results, we need to out-prospect, out-qualify, out-present and out-negotiate everyone else, not merely know how to sell. Through his specialty programs in Pipeline Management, Personal Marketing, Great First Meetings, 2nd-level Questioning, Sales Negotiating, and Sales Coaching, Steve trains sales teams to master the skills they need to overcome the challenges they face in today’s world… and keep improving results year over year.

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