|
What I'm trying to evaluate in all of this is the process or system. I have doubts about the Sandler system for sure. It seems quite aggressive and potentially offensive. However, I think it has merits. I'm wondering if some of the same 'truisms' might apply in other sales systems with softer edges.
I agree that qualifying or disqualifying a customer is a huge component of successful sales. I can understand, but don't necessarily agree that pain, or avoidance of it, is a primary buying factor - particularly in the green industry.
The model they laid out of the P.B.S. (Prospects Buying System) makes sense and I can see where as the salesperson you may very well be operating at a disadvantage, particularly when you let the prospect maintain entire control of the process. I don't believe salespeople are viewed as being on equal footing with the prospect. When I put myself in the buyer’s shoes, which is the other hat I wear during the day, I see how I manage my buying process. While I try to respect salespeople and be honest with them during the sales process, I don't always feel I'm being treated the same in return.
The PBS process as described to me goes something along the lines of....
Step one) Mislead and lie number one (the prospect isn't honest about their needs, what they're looking to do, etc.) The prospect tells you something to begin the conversation, but may not give you all the details.
Step two) Unpaid consulting and then tell 'em step - this is where the salesperson shows how much they know and the prospect is getting lots of free information.
Step three) Lie number two - "I'll get back to you..." step, the put off or the polite no.
Step four) It's over - but you don't know that it is. The customer has made up their mind, but you think you might still have a shot at getting the sale - yet another pending sale.
The customer is shopping your information, numbers, etc on the street for a better price or what have you. They may be validating what they already know or confirming their current contractor (a price test). They may also be benchmarking for a future project or doing their research.
While their reasons shouldn't affect how we sell to them necessarily, what we should do is not be an unpaid consultant. I agree with this concept.
A long time ago I learned the hard way that I was not providing design services, drawings, paint lines in the lawn, flags in the beds, etc. unless I had a design agreement or some sort of relationship with the customer that I knew I was going to be paid. After doing some unpaid design/consulting work I'd drive by the house only to find someone else (another contractor, the homeowner) doing the work.
I guess what I'm looking for is a comparison or understanding of how the Sandler system is like or unlike other processes or approaches to business. I understand that we are programmed to do certain things from early on in life and the routines that I practice now as a salesperson were learned through experience and not through training. While I'm moderately successful now, I could be better at what I do.
I think the biggest benefit of this type of system is learning how to better qualify a customer. The customer must have and be willing to spend the money with us as contractors before we can give them an honest assessment of their job and how we can provide value for their budget based on their stated needs, priorities, wants and desires. Without an honest exchange of information we're taking a shot in the dark as to whether our quote/proposal is going to meet the prospect's needs.
The frustration I have and want to be able to get better at is not being one of four or five bids and the "I'll get back to you later...” routine. While the best prospect is one that is referred to you, and I'd like to solely grow my business on reputation, and we have been for the last number of years, I want to change the course of the sales that come to us. The pipeline of referrals isn't as big as I'd like in the areas of service I want to sell more of, so therefore I'll need to advertise and sell more of a different type of work to meet our growth goals in specific areas. This is where a more organized approach to selling makes sense, particularly as I'm more serious and committed to learning about it and how to be as effective as possible.
I welcome others thoughts/ideas on sales systems and what they do. Please share your thoughts, approaches and philosophies to sales.
Thanks.
Doug
|