- October 12, 2020
- Posted by: Dave Kurlan
- Category: Understanding the Sales Force
Oh no, another post on the political climate. Don’t worry, I’m not taking sides, I’ll be right down the middle, and very critical of both sides. And stay with me for the pivot to the good stuff – my sales analysis. Here goes!
It was Columbus Day in the US so I had a chance to catch the first day of the Judiciary Committee’s Senate Confirmation Hearings for Judge Amy Coney Barrett. It featured 10-minute opening statements by both Republican and Democrat Senators and finally, by Judge Barrett herself.
In my opinion, there weren’t any winners today. In 10-minute increments, both sides demonstrated everything that goes wrong when salespeople make presentations. Make no mistake, politicians are very much always selling and their performances usually give salespeople a bad name.
The Democrat messaging, although consistent, was extremely negative, with all of the senators regurgitating the same talking points: Covid-19 safety concerns, the process being a sham, and threatening that Americans will lose their health insurance if Judge Barrett is confirmed. Although we want salespeople to articulate consistent messaging, especially with their value propositions, negative messaging turns people off, and if these presentations had been delivered by salespeople, most prospects would have responded with, “You guys are all the same!” You don’t want to be in a selling situation facing prospects who share that perception!
The Republican messaging was as inconsistent as the Democrats were consistent. Most addressed different topics from each other, but the real issue was that they were on the defensive the entire time as if they were handling objections. When salespeople are in objection handling mode their prospects’ resistance goes up making it very difficult to sell anything.
I understand why both groups chose the strategies they used.
The Democrats could not risk leveling personal attacks on Judge Barrett the way they did on Justice Kavanagh so they attacked the process, the President, the Republicans, the timing, the rules, and claimed that the impact of having this judge on the supreme court would be catastrophic.
The Republicans were already under fire by Democrats and the media for moving forward to replace Ruth Bader Ginsburg prior to the election so they defended themselves by citing precedent, constitutionality, qualifications, religious freedom, history, and unfair attacks.
Both sides were right to have strategies but the strategies were poorly executed. Strategies of attacking and playing defense are both losing strategies.
Salespeople must never go on the attack and must never go on the defensive.
Instead of attacking the competition, salespeople can ask questions about their prospects’ personal experiences, what they want and need, why it’s important, how they feel about it, and what would make things better. You can accomplish the very same things, only better, without ever mentioning the competition or saying anything bad about them.
Instead of getting defensive in response to objections, whether real or perceived, salespeople can – you guessed it – ask questions using the very same approach described above.
Elected officials suck as role models, especially when making self-serving politicized partisan presentations.
Learn from this debacle! The key to sales success lies in listening and asking questions, not delivering cleverly worded presentations. It’s important to note that listening and asking questions are consultative selling skills and are attributes of both the Consultative Selling Competency and the Value Selling Competency. Check out the 10 selling competencies in the screen shot below which shows the percentage of all salespeople who have that competency as a strength.
You’ve probably heard that 80% of all revenue comes from 20% of all salespeople. Here is how the top 10% of all salespeople fare in the same ten competencies:
Except for Hunting and Relationship building, the top salespeople are two to three times more likely to have these competencies as strengths.
I’ll show you the same ten competencies, but this time for the bottom 50% of all salespeople:
You are reading this correctly. Only 1% of the bottom half of all salespeople have Consultative Selling and Qualifying as strengths and none having Closing! So that’s why more than 50% of all salespeople don’t hit their quota each year! Most salespeople suck at most selling competencies so perhaps they should all become politicians.