“Sales is a numbers game”
“Sales is a game of No’s”
“You need X number of No’s to get to the Yes”
“A 20% close ratio equals 80% No’s.”
Etc., etc…

All these are, to some extent, true statements that sales professionals deal with on a daily, weekly, monthly or even an annual basis. Those sales professionals who can effectively navigate this minefield of negativity usually end up atop the leader board. This begs the question: “How do the best navigate this difficult terrain?”

Whether you are in Retail, B2B, MLM or in a non-traditional sales environment, we all agree with Glengarry Glen Ross’ Blake when he declared “Only one thing counts in this life: Get them to sign on the line that is dotted!” Getting the sale is, without question, a win. But is there only one way?

Once the “No” is defined as the customer explicitly stating there is no opportunity for the sale to advance, the ability to better evaluate the varied shades of “Yes” exists!

Components of the win

The first step to (Re)Defining the Win is to understand its 3 Components:

Intention – Has the client expressed a specific need for a product/service you and your company offers in a time frame that you can fulfill?

Commitment – Has the client offered an objection to any part of an informal or formal proposal for a specific product, service or price? The rules of logic dictate that the objection to one part of your proposal indicates tacit ACCEPTANCE of the rest.

Renumeration – Have payment or arrangements for payments have been made and delivery of product/service has been scheduled? The devil is in the details: Ensure all the T’s have been crossed, the I’s dotted and all of the flagged pages have signatures!

Experienced sales professionals understand how important each one of these elements are and how difficult it can be to get a client to commit to these sale progressions. With that understanding you have redefined the win!

Recognize the wins

If you are in retail sales, furniture for example, simply getting the client’s contact information should be viewed as a win.

In a B2B environment, getting the client to acknowledge your X-1000 Gold Level CRM System would save thousands of dollars each month is a win.

Of course, walking the client to the cashier to get the first month’s payment and then handing her the keys to the new Mercedes is an obvious win!

Think about your industry and, more importantly, the sales process that you use. How many individual wins are in your sales cycle?

Sales professionals and leaders should recognize and celebrate each of these wins to maintain morale and focus efforts on advancing the sale to the next win in the process!


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