In the dynamic landscape of B2B sales, the ability to adapt and maintain a customer conversation, even one that has taken an unexpected turn, has long been considered a hallmark of a successful salesperson. However, with the rise of meticulously crafted sales scripts and the emphasis on sticking to a predetermined path, many of today's B2B and B2C sales reps seem to have lost the art of "MacGyvering" their way through unscripted conversations.? In addition to the more provocative term of “MacGyvering”, I sometimes refer to this process as “Situational Selling”.? The importance of this skill cannot be overstated; if you can work through the uncertainty of conversations effectively, then your chances of winning the deal increase substantially.?
Named after the resourceful and quick-thinking TV character from the TV show of the same name, MacGyvering involves using creativity and ingenuity to solve unexpected problems. In the realm of B2B sales, this translates to the capacity of a sales professional to navigate conversations that deviate from the prescribed script or take an unforeseen turn.? In essence, the seller is quite literally ready for almost anything.
Modern B2B sales strategies often rely on meticulously crafted scripts to guide interactions with potential clients. While these scripts can serve as valuable roadmaps, they also run the risk of turning sales reps into rigid communicators who struggle when confronted with unexpected twists in a conversation.? This causes many sellers to turn into a “deer in the headlights” when they encounter uncertainty or something unexpected during a sales call.? This causes a crisis of confidence – for BOTH the prospective customer and the seller.? While it’s not impossible for the seller (and the prospect) to come back from this crisis of confidence, very few can do it.? It’s amazing to me how many “experienced” sellers struggle with this.
- Building Authentic Connections: Unscripted conversations provide an opportunity to connect with clients on a more personal level. Sales reps who can MacGyver their way through these situations are better equipped to build authentic relationships, fostering trust and credibility.? Again, having the ability to talk “off script” while continuing to zone back into the sales phase of the discussion is not universally understood.? It’s a perishable skill which must be exercised and learned through doing. This goes far beyond the “sailfish” cliché in sales.? For those who don’t know, the “sailfish” cliché comes from a long-ago approach in sales, where almost all sales calls were field-based and in person.? A seller would visit a customer in their office and see a large sailfish mounted on the wall behind the prospect.? The seller would then start talking about the sailfish to “break the ice” with the prospect.? “What a great fish, tell me about how you caught it……”. It could be a sailfish discussed, or if there was a family picture on the desk, it could be a chat about the prospect’s family (i.e., what are your kids up to for the summer?). MacGyvering involves finding a friendly (but not overly familiar) way to connect with your prospect to develop trust and a personal dialogue, human-to-human, early in the relationship.? This can be in person or online; the principle is largely the same, regardless of the venue, although you get better body language with in-person meetings.
- Adapting to Client Needs: Clients rarely fit neatly into predefined categories. ?In fact, many buyers are a hybrid of one or more defined buyer personas.? MacGyvering allows sellers to tailor their approach to meet the unique needs of each client, demonstrating a commitment to understanding and addressing specific challenges.? This ability to be nimble and “roll with the punches” shows the resilience of the seller, as well as their confidence in their ability to be consultative with their prospect.? This also involves “mirroring” the prospect.? If the prospect is “low energy”, slow down your cadence to make them feel comfortable.? If the prospect is more aggressive and a “fast talker”, pick up your pace accordingly.? This will serve to make your prospect feel more comfortable and it will increase their perception that they are working with a trusted advisor.
- Handling Objections Effectively: Working through unscripted conversations often involves dealing with unexpected objections. A sales rep with MacGyver-like adaptability can respond to objections on the fly, turning challenges into opportunities and showcasing their willingness and ability to be consultative with the prospect.? One way to build up this “muscle mass” is to practice and role-play.? While you cannot possibly cover every single scenario in a role-play, the act of doing the role-plays helps build up the comfort level of being agile and creative while dealing with unexpected objections.? It is important to avoid being defensive in receiving objections from a prospect; when prospects raise objections, they are not trying to stump the seller.? Indeed, they are exploring the outer limits of the presented solution’s fit to their needs.
- Staying Relevant in a Fast-Paced Environment: The business landscape evolves rapidly, and clients' needs can change overnight. Sales reps who can MacGyver their way through unscripted conversations are far better positioned to stay relevant and agile in a dynamic market.? Scripts are the “training wheels” of sales conversations – after using them extensively for a while, it’s time to put the script aside where it is accessible, but not omnipresent during sales calls.? Stories and time-tested consultative points will take you way further than a script will.? Trust me on that point.
Reclaiming the MacGyver Mentality:
- Emphasizing Soft Skills Training: Soft skills, such as active listening, empathy, and adaptability, are crucial for MacGyvering through unscripted conversations. Sales teams should prioritize training that enhances these skills alongside traditional product knowledge.? In fact, overdoing product knowledge can often lock sellers into a “box” while interacting their prospects.? Focus on consultation and rolling with the punches and your chances of success rise commensurately.?
- Encouraging a Culture of Innovation: Foster a culture within the sales team that encourages innovative thinking and problem-solving. This can empower reps to think on their feet and adapt to the diverse challenges presented by unscripted conversations.? Until you get to that point as a seller, it is a good idea to have a “MacGyver-certified” colleague ride with you on your sales calls.
- Providing Real-World Scenario Training: Simulating real-world scenarios in training sessions allows sales reps to practice MacGyvering through unscripted conversations in a controlled environment. This helps build confidence and prepares them for the unpredictability of live interactions.? It’s far better to try and fail during internal role-play exercises, versus hitting your prospect without having this role-play experience.?
In the ever-evolving landscape of B2B sales, the ability to MacGyver one's way through unscripted conversations is a valuable skill that should not be overlooked. By combining the strengths of scripted guidance with the adaptability of MacGyver-like improvisation, sales reps can navigate the complexities of client interactions with finesse, ultimately driving success in an unpredictable business environment.
#Selling, #success, #training
