Employers value salespeople based on their ability to Gain a Sales Commitment. Improving this sales skill has never been more important than it is today. So, what are you doing to get better?
Here are several ideas on how you can improve your sales effectiveness at gaining customer commitments.
Always Have a Commitment Objective!
Our recent research shows that nearly 80% of salespeople do not understand what their primary purpose is. Your principle mission in sales is to Gain Commitment. The confusion stems from the variety of tasks we as salespeople are asked to perform. The end result is that 62% of salespeople make calls where there is no attempt at Gaining Commitment.
One of the most important reasons why this occurs is most salespeople do not establish what we call a Commitment Objective for every sales call. This is the number one mistake that all salespeople make. Well, it's time to change that!
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Salespeople are commonly told to sell solutions and value
rather than just product features. But when the time comes to
present their products, they fall back on generic scripts with
no direct connection to any specific needs the customer has
revealed. The customer winds up in a one-sided conversation,
listening to the salesperson present too many low-priority
capabilities.
What salespeople lack is a structure for presenting products in
a way that ties features and benefits directly to the customer s
exp ..
Commitment Objective: A goal we set for ourselves to gain agreement from the customer that moves the sales process forward.
No sales call should ever be made without a Commitment Objective. If you do not have a Commitment Objective firmly planted in your mind, you will wind up being one of those 62% that don't ask for Commitment.
In The Field:
Newly hired salespeople at Melody Inc., a Muzak Franchise, are required to make sales calls with veteran salespeople. Toward the end of one recent call, the prospect asked the veteran if he could keep the company brochure and share it with his partner. The veteran was happy to comply and began to pack up his briefcase.
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The newly hired salesperson had recently gone through Action Selling Sales Training and learned about the Commitment Objective sales skill. She decided that it would make sense to capitalize on the prospect's interest and schedule the next logical step - a proposal meeting. So she said, "As a next step I would recommend that we plan another meeting with yourself and your partner. We will prepare a proposal that documents what we have discussed and the solution we recommend. How does that sound?"
You guessed it. They scheduled a proposal meeting for a week later. During the next meeting they Gained Commitment for the business.
About the author:
Duane Sparks is chairman and founder of The Sales Board, a Minneapolis-based Sales Training Company that has trained and certified more than 200,000 salespeople in the system and skills of Action Selling. He has personally facilitated more than 300 Action Selling training sessions.
For more information: sales training programs, sales books or Action Selling, call 800-232-3485.
Randy DennisonThe Sales Training Series: Gaining Commitment
