There's More Than One Right Answer
As much as our one-track minds would like to make us believe that there's one very best way to do things, there are almost always several solutions to the same problem. Even in something finite like mathematics, there are infinite ways to balance equations. I think one of the biggest issues salespeople face is that they get locked into one solution, one method, and when that approach doesn't work, they're absolutely befuddled and aren't agile enough to find another way.
From the rep's perspective...
The fervor seems to be dying down a bit now (thankfully), but not too long ago, cold calling was dead. The next generation of millennial sellers selling to millennial buyers had determined that phones were only good for typing on, so why would you attempt to reach someone by voice? In their world, that was the most effective way, so if you entered their world, you may have been convinced that it was the only way...
Meanwhile, in other parts of the sales universe, I was making sales (not just calls) door to door. Yep, getting in my car and wearing out sets of tires, because in the industry I worked in, my customers didn't tweet.
So, who's wrong here? Nobody. All politics are local, and you should do what works for you- so long as it's working. But it's not always helpful to remain dogmatic and tied to orthodoxy.
From the manager's perspective...
People change, industries change, and tactics should change along with them. I remember a pipeline meeting I had with my manager years ago. He asked me how many of my customers I'd been out to see that week, and he was less than pleased at my low number.
I didn't want to lie... I hadn't been physically in front of many, but I'd had meaningful conversations with about a dozen more through text and email. The sum total of customers I'd interacted with was way more than he had been anticipating, despite the fact that it was through nontraditional (for the time) means.
A couple of weeks prior, one of my best customers asked me to stop coming to see him. He told me liked seeing me, but felt like he had to ignore me when I showed up unannounced, and that made him feel bad. "Send me a text, give me a call... Let's grab a beer sometime or play golf. I want to hear from you but please don't come into the office anymore."
I changed my approach to one that was more effective as a result of productive interactions with my customers. To his credit, after I told him that story, my manager saw the value in that. Still, so many who are leading teams feel like the way they did it when they were last in the field is still the way it should be done.
Good leaders have faith in their teams. Trust that your people on the front lines are seeing the ground truth, and be willing to adapt your own approach. It doesn't hurt to get out there with them every once in a while either.
From the buyer's perspective...
What is clearly the best solution for their problem in your eyes (the one you sell of course) is not so clear to them. There are multiple facets to their problem, and multiple factors in their environment to deal with. You may know what they're trying to solve, but do you know why? What are they trying to accomplish? (Hint: it's more than just solving the problem in front of them)
There's an outcome they're looking to achieve, and like any destination, there are multiple routes to get there. Do you consider these other options when you're selling? Are you aware of the other options? Do you discuss those other options candidly with your prospect so that you can demonstrate your expertise?
Ultimately, they're going to choose the best option for them, but recognize that 'best' is a relative term. Only when you know what makes your customer tick will you be able to suppose or deduce what that term means to them.
You have to use your brain...
A one-track mind is useful for focus, but singlemindedness causes blind spots. A lot of truth can be found in those blind spots, so you need to look around every once in a while (maybe even regularly). If your approach worked every single time, then that would be another story. Since nobody's approach works 100% of the time, you have two options when you fail. You can complain about it, or you can think about why.
During that thought process, think about what could have been done differently, maybe even ask why your prospect decided to go in a different direction, so you can understand what future prospects like them consider when they make these types of decisions.
As much as you'd like to put your process on autopilot, sales fortune favors those who understand that there multiple ways to get things done, and are agile enough to work within them. When there is more than one right answer, it helps to know more of them.
Join the conversation in the Rethink The Way You Sell Community.
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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