Successful salespeople all have something in common. They sell by using some type of ‘selling system’. That means they have a plan and they apply that plan to every selling opportunity. This gives them consistency in their overall performance when compared to salespeople who attempt to fly by the seat of their pants. There is only one problem with relying only on the system.
While salespeople using selling systems consistently outperform salespeople that do not, they often are limiting their closing rate potential. Here's why. The best selling systems will work with only 80% of the prospects 80% of the time when the basic elements of the sale are in place. That's a great result. However, it still leaves a great deal of potential lost business, even when the required elements are present.
Master salespeople are not content to allow those precious sales opportunities to just slip away when the system fails them. The answer to picking up much of that extra business is ‘versatility’ or as I like to call it, ‘learning to dance’.
This means acquiring tools, techniques and strategies that can be effectively applied to a selling situation once it becomes apparent that the system has broken down. I am an absolute proponent of systems selling, that is, having a definite game plan. When I suggest that master sales people occasionally set aside their selling system to ‘dance', I do so with this word of caution. Do not, move away from the system until it is absolutely apparent that the system has broke down and you are on the verge of losing your prospect.
By having a success with a good ‘dance’ move that is outside the system, some salespeople may be tempted to lead with that particular move with their subsequent customer without applying their selling system first. Don't be tempted. You will probably lose the prospect.
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