:180 - How to lose at goal getting before you even start setting goals.

Scott Adams (of Dilbert fame) says "Losers have goals; Winners have systems".

I think he is right you know. Less than 8% ever achieve that goal they were '100% committed to' when they set it. The reason, I suspect, is because they forget to develop a systematic approach to achieving their goal. Thus, they bash their shins on the first hurdle and fall to the side of the track.

"I want to run faster!". Great. "How much faster? Over how long? What actions will you take to find those incremental improvements? How often will you perform those improvement actions? How will you measure your improvement? Who's holding the stopwatch (Coaching you)? What does it mean to you to be 'faster'? What will you do when you are faster? What will stop you from getting 'faster'?"

I am not much of a runner to be honest. Now, I admit, my body is a 'temple'. Unfortunately, the architect screwed up the plans!

I found this acronym to describe what the word System stands for: So You Save Time, Energy and Money. If you are going to be a 'Goal Getter', rather than simply a 'Goal Setter', you are going to need that system.

Nowhere is a systematic approach more powerful than in the world of sales. Of course there are those that will continue to proclaim 'The Naturals', but I've never met any of those in my 30 year sales and sales leadership career. To win at sales, the majority of the time, you must employ a selling system that is more powerful than your prospect's!

You need a system that is direct, no-nonsense. You need a system that frames your sales calls as a business meeting among equals, not the typical subservient 'show me wotcha' got' pantomime that is played out in most prospect meetings.

A great selling system has the salesperson behaving like a highly paid business consultant. Instead of treating a prospect to another sales call, you offer an honest, non-manipulative exchange of information. The effect is refreshing and frankly disarming.

Let's stop for a moment to discuss Consultative Selling. This word has been bandied around for some years now and is quite frankly the most poorly represented movement in Sales today. Do you know what most 'sales' peoples' application of the Consultative Selling approach is?

"I asked a few questions didn't I???"

The Sandler Selling System is a conversational selling system that is truly consultative from 'hello' to 'let's work together'.

Here's a brief overview of the system. It might not be for you, but take this 2 minute whistle stop tour through the system.

Step 1: Establish Rapport (Stop acting like a salesperson)

If it looks like a duck, smells like a duck, acts like a duck, throw it out of the window and see if it flies.

Prospects erect a defensive "wall" when they think you are trying to sell them something. What you have to do is get the prospect comfortable with you. Help them know that you understand their problem from their point of view. Make them comfortable with you so you can begin to establish a relationship. And continue to build on that rapport and trust throughout the entire selling relationship, not just during the first five minutes.

If you look like, smell like, act like a Salesperson, your sunk and they'll throw you out the door at the first 'polite' opportunity or even worse make feel like you've got 'one' and then disappear off into the 'witness protection' program.

Step 2: Establish an Up-front Contract (Add control and predictability)

Before every football game the referee calls the captains from both teams together in the centre circle. The Captains are asked for a clean game and they decide who will kick off and who will start to play at each end of the pitch. This way each team knows where to line-up, one team knows they are going to kick-off, each player is able to take up appropriate positions. Everything is clear and understood. Can you imagine the chaos that might ensue if the Captains and Referee did not agree - upfront - on the rules?

In sales, the Up-front Contract serves that purpose. It establishes a clear understanding between the prospect and the salesperson about what each has a right to expect from the other. Ground rules establish behavioural boundaries, decision-making steps and the necessary actions that must be taken to fulfil those expectations.

The amateur salesperson who sets weak Up-front Contracts, or more likely no Up-front Contract, deludes themselves. They rush back to the office and shout "Got one, Boss!". When, in fact, what they have is nothing.

Step 3: Uncover and probe your prospect's "pain" (No pain, No sale!)

People buy emotionally - they only use logic to justify their decisions.

The most intense emotion people experience is Pain. What you must understand is this: if your prospect has no pain, there will be no easy sale.

People will continue to do what they've done all their lives until the Pain of maintaining the status-quo is greater than the Pain of making a change. If you do not learn how to uncover the prospect's pain, you will continue to sell using the most difficult of all antiquated principles, the law of averages!

The law of 'averages' is exactly what makes the average; average.

The prospect has a raging thirst for "unpaid consulting". Unpaid consulting is all that 'Presenting and Proposaling' you are willing to throw at the client, in the vain hope that some of it will 'stick'; and they buy.

Your new goal is to uncover the prospect's Pain, not to create new pain for yourself.

Step 4: Get all the money issues out on the table (No money, No sale!)

You must not only address the cost of your goods or services to get a sale, but, more importantly, you must address the cost to your prospect if they do nothing!

What is the financial impact of the Pain you have uncovered?

You must deal with the Budget step in order to make sure that you get paid for what you do. Once you have uncovered your prospect's pain, and you are certain there is money available to get rid of their pain, you can move forward.

Step 5: Learn your prospect's decision-making process (No decision, No Sale!)

Do they make Decisions completely independently? Pretty rare in my experience.

Do they get help from associates or partners (in business and in life)?

Do they prefer to 'think things over' or make decisions now?

Can they make a Decision to spend the money to get rid of their personal and professional pains?

You have uncovered Pain and you've received a financial commitment to resolve those Pains. You understand the decision making process your prospect goes through, and you and the prospect have a clear understanding of what it will take to do business together. What's next?

Step 6: Present an elegant solution that will 'salve' your prospect's Pain

Now if you have stayed with me this far, you might have spotted some subtle clues to what happens in the Presentation step.

That's right! Your presentation has little to do with the features and benefits your Marketing department are so passionate about. Instead it has everything to do with showing your prospect how your product or service can get rid of his Pain.

Prospect's DO NOT buy features and benefits. They DO buy ways to overcome Pain.

Your prospect should be ready to close because:

During the Pain Step, the prospect saw your expertise and interest, and the fit between his pains and your product/service

During the Budget Step, you discovered the prospect’s budget and know that your product or service will fit that budget

During the Decision Step, you discovered who the decision makers are and what they want to hear from you

You have established an Up-front contract about what will take place during the presentation and that a decision of yes or no will follow the presentation. An “ultimate contract”

When you're sure prospect has bought into your 'presentation', measure their "temperature" using the "Thermometer Close".

Ask your prospect if they have an interest in your product or service:

"I get the feeling that you have some interest in what I do, is that fair to say?"

"Let me ask you a question. On a scale of 0-10.

Zero being you are working out how to politely escort me off the premises.

10 being you have already decided to work with me and want to learn how.

Where are you?"

If the answer is 5 or less, you have a problem. Chances are you 'peddled' your way through your presentation and you didn't really show them how you could 'salve' their Pain. STOP and go back. See if you can't get them more emotionally involved in your product or service.

If, however, their answer is between 6 and 9, say, "What do you have to see to go to 10?". Deal with any issues they share with you and after 'salving' each further Pain, repeat, "Where are you now?"

When you get to 10 I implore you not to use 'tired and testing' closes like, "Want me to write that up?". Instead say, "What would you like me to do now?". Place the responsibility for making a decision firmly back where it belongs: with the prospect.

NEVER ask for the order; MAKE the prospect give up! Let them close the sale. That way they can never accuse you of putting any pressure on them.

Step 7: Reinforce the sale with a Post-Sell

Don't let the sale slip way. I bet it has never happened to you, but sometimes when sales people take business away from a competitor, the competition doesn't send you a 'Congratulations on your new client' card.

They don't say "Well done! Great selling! I was outclassed on that one."

It is far more likely they will make a 'final stand' and battle to keep that client with a low-ball price. Trust me they aren't going to play nicely. The gloves are off and you are in a 'bare-fist boxing match'. To avoid getting a 'black eye' and 'cauliflower ears' you are going to need a strong and effective Post-sell step so you don't receive the dreaded voice-mail or eMail that says;

"Please call, we need to talk" or "Hold on that order. I've run into a problem."

If you are presently involved in a selling cycle and you have not employed your own selling system, then you are, by default, inadvertently, following the Prospect's system.

Business is won or lost on the sales 'dance floor' - right after you established rapport.

That's when it was determined whose system was going to prevail. Yours or your prospect's. If you don't have a system of your own you will find yourself giving up control.

If you are presently in a selling cycle and you realise you are not leading the "dance", what can you do? Not much! Relax, and enjoy the experience. Look at the experience as a valuable part of your professional development.

The sale was lost right after the intro's. You 'bottled it. Next time you'll do better.

You might even consider applying the Sandler Selling System and Success principles.

Working with Sandler, nevermore will you surrender your dignity and sell out your goals, your income, your family and your future.

If you want to talk about improving your sales performance, building predictable revenues, successful long-term client retention and creating more profit for your bottom line you can connect with me here on LinkedIn or contact me directly on:

eMail : david.davies@sandler.com

Phone: +44 (0)118 969 1752

Web: www.thamesvalley.sandler.com

“I have never walked away from more sales in my life. Sales that were never going to be profitable. Business Relationships that stole every ounce of my dignity. Sales that would have tarnished my reputation. Thank you for making me the sales professional I am today. I make choices and I never look back.”