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Conservation of Energy: How to Lose like a Winner

Sales people should be like direct marketing list brokers who have to regularly scrub, update and clean their prospect list. Because conventional sales people believe their "ain't no mountain too high to climb" to get their desired outcomes, they become victims of gross inefficiencies. Also, perceived low cost of entry to chase customers is what perpetuates such foolhardy persistent behavior.

Why do Orthodox sales people overstay their welcome and can't simply bid poor prospects adieu? Why do they prematurely and over eagerly enter relationships and then leave them fighting and screaming? Simply put, they're ardent adherents of the black art of selling. Their well intended zealous passion too often results in the equivalent of customers slapping them with a stalking injunction or a gag order.

Unjustified ardent follow up on prospects who are poorly qualified is made even more difficult by the fact that customers now control if and when you ever get hold of them.

Wishful thinking and wide-open eyes of eagerness leads to sales blindness. Turbo persistent driven selling is a monument to unchecked optimism. Sales people will continue to push and persevere on losing causes because they take selling too personal. They believe it's all about them and their personal output and effort. Sellers are simply desensitized to the customer's motives and convictions because their cologne of neediness clouds their objectivity.

Jill Perez coined the term, "don't come Monday," to describe emails she would send prospects she was no longer going to pursue due to lagging interest. This act of closure or self-determination where one self-terminates a deal way past its shelf-life is a good example of making a positive out of a negative situation. It's basically putting your customer on notice that you are professionally ceasing and desisting your efforts. How to lose like a winner is all about cutting your losses on dead-end deals.

In my training session I'll ask my seminar participants who prides themselves on being efficient and a real stalwart in not wasting time on poor opportunities? Most hands go up. Then I'll bring up the strategy of poorly executed, persistent campaigns and everyone puts their heads down in mock shame. Unfortunately, conventional, hard charging sales people can't easily differentiate between someone who has a compelling reason to change and someone who thinks they do.

Winston Churchill said he attributed his success in life without hesitation to, "Conservation of energy. Never stand up when you can sit down. Never sit down when you can lie down." Theodore Roosevelt said of Churchill, "Oh, that Churchill, he is not a gentleman. He doesn't get to his feet when a lady enters the room." The point is to preserve your energy and focus where you'll get the highest yield.

Gung-ho persistent selling makes many mainstream sales people prone to self-deception. Blind persistence leads to easily excusing all sorts of non-productive behavior. That's why it's probably so popular. Whatever deceptions customers tell sales people pales in comparison to the deceptions sales people tell themselves. Conventional persistence is comparable to taking medicine to cure a disease that actually worsens it.

Richard Farrell is President of Tangent Knowledge Systems, a national sales development and training firm based in Chicago. He is the author of the upcoming book Selling has Nothing to do with Selling. He trains and speaks around the world and has authored many articles on his unique non-selling sales posture.

Phone: 773-404-7915
EMail: rfarrell@tangentknowledge.com
Web: http://www.tangentknowledge.com