What’s the Next Step?
How many good conversations have you had recently?
Sharing a few minutes over a cup of coffee, maybe a bite to eat... Getting to know each other, maybe learning a little bit about one another's business...
Those are productive conversations, right?
No so fast...
What's next? When will you get together again? What needs to happen between now and then? Who's doing what? What will the goal of that meeting be?
Have you even thought about this stuff? If not, and the likelihood of that is higher than it should be, then I question how good that meeting was.
I hear a lot of salespeople talking about the "good conversations" they have with prospects and customers. Here's my problem: most of those “good conversations” don't go anywhere, because the seller doesn't do anything with them. There's no next step, no explicit reason to get together again, and no progress through the sales (or buying) process.
What's the point? You didn't get into professional sales because you wanted more friends. Your prospects aren't looking for more casual relationships either. Why are these kinds of conversations the goal for your sales calls? I believe it's a simple misunderstanding and misinterpretation of the truth.
For years, salespeople have tried to shake the stigma of the used car/coffee is for closers/boiler room guy that is so pervasive in popular culture. So they adopt the posture of a kinder/gentler/friendlier variety...
"Don't make it about work..."
"Ask about the family..."
"Talk about the pictures and the plaques on the wall..."
They're trying to create the illusion that they're there for something other than a business purpose. When they drink too much of this Kool-Aid, they don't even have a business purpose, and they miss the whole point. It's a waste of time, energy, and resources, but it sure was pleasant!
Next, those exchanges get entered into the CRM as opportunities, and the tail-chasing begins. Follow-up is hard if you wait until after the meeting to start it.
Wanna know why it's so hard to get that next meeting?
Because your prospect will not allow you to waste their time twice.
Don't let the pendulum swing too far. You should be friendly. You should be courteous. You should be somebody who is easy and fun to work with.
You should also be someone who has a purpose, gets work done, and respects people's time. There should be an anticipated outcome for all of your meetings, and you should have an agenda that helps you get there. If you're selling the right things for the right reasons, then you shouldn't view this as anything remotely close to that stereotype you're trying to avoid.
You're there to help and to serve, stop wasting everybody's time and do that.
Jeff Bajorek
Real. Authentic. Experience.
There’s a big difference between knowing how to sell and being able to. Jeff Bajorek spent over a decade in the field as a top performer. He’s been in your shoes. He knows what it will take. He can help you succeed.
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