Over the last couple of weeks, I found myself as the prospect at two sales meetings I attended. I always find it hard to concentrate in these meetings, because of what I do, I tend be distracted from the topic at hand, and focusing more on form and format of the execution, and the meeting is unfolding.
For me a sales meeting is like a present, what’s inside the box is important, but the box itself, the wrapping, the ribbon, the bow, and finally how it is presented and unwrapped are integral to the experience. Done right it can enhance the experience, and as a result lead to faster cycles, firmer prices, and a series of knock-on benefits. Needless to say, do it wrong, and you get the opposite and detrimental effect. And while you can still get the sale in the end, why make things hard on yourself and the buyer.
This is why some may see some the “mechanics” of sales as being pedestrian, in some ways secondary to the “the technique” or “methodology”, the mechanics and dynamics of execution are still more important than many want to acknowledge.
Both were good products, both were good sales people, but in both cases their style of execution got in the way, and in one instance will likely cost her the sale. I want to be clear, it was not that I did not like the individuals, it was the way they executed, the unnecessary distractions, to the point where I lost interest in dealing with them. Just as a times buyers lose interest in us, despite the fact that we did everything by the book.
Let’s look at the salvageable sale first. She kept using my name. There are time that I recommend using the buyer’s name, probably for all the reasons you’ve heard, but not be very sentence. It was Tibor this, and Tibor that, Tibor everything. I love my name, and unlike many, she was pronouncing it correctly, but I was getting sick of hearing it. Instead of listening to her, I started counting how many times she used it in the hour, (21). (At one point I almost responded “yes Mom”.)
The other rep, he is unsalvageable, just pissed me off. Every question he asked me was prefaced by telling me how great he and his company were, as though I should apply to buy from them, and I’d be more than silly if I didn’t, even when there are a dozen more vendors like him in a stone’s throw, or certainly a click of a mouse. The questions were less about what I was out to achieve, but each was an assumptive close. What’s worse is he probably has the right product, top three potential fits, but I just can’t picture spending time with him, his ego, his company’s ego without eventually expressing my feelings in a very direct way.
When it comes to making the sale a great experience for a buyer, it doesn’t matter whether you’re a Challenger, a SPINner, or any affiliation, pay attention to the “wrapping” too, it counts. Playing it by the book is good, but some things are not in the book, just in the room.