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Are
you aggressive enough for sales? On the other hand, are you too aggressive? It
would seem that sales - like lots of other things - is a function of balance and
consistency. However, there's more to it than that!
After
being in sales for over a quarter of a century (that's a lot of years) I have
reached the conclusion that far too many salespeople fail because of a simple
lack of aggressiveness rather than from being too aggressive.
Are
you able to move the sale along or do you simply fold in the face of adversity?
Do you face the challenges of difficult situations with enthusiasm, excitement
and a sense of competitive flair or do you fade into the anonymity of
compliance?
Let's
take a quick look at situations where a strong sense of aggressiveness is
required in sales.
- Meeting
with difficult, demanding prospects or customers.
- Selling
your external demands to your internal customers - credit, delivery, product
management and others.
- Meeting
deadlines for proposals, action plans and specifications when you need the
cooperation of others.
- Finalizing
transactions in a timely and expeditious way.
- Vertically
integrating existing accounts.
- Dealing
with objections, stalls and price issues.
- Deflecting
competitors' claims, assaults and attempts to win your existing accounts or
outsell you with prospects.
- Handling
the adversity that goes with delivery errors, product or service flaws and
breakdowns in communication with prospects and customers.
Each
and every one of these issues requires you as a salesperson to step up and take
an aggressive position rather than being passive and settling for the status
quo.
But
here's the real problem and central issue. How do you become more aggressive?
Can you become aggressive if it's "just not in you?" I believe you can
become more aggressive - if you want to do so. By the same token, you have to
really (and I mean, really) want to become more assertive, proactive and
intense.
Let's take a look at 10 tips to help
you become more able to handle the level of energy, commitment, passion and
confidence that it takes to turn up your personal level of aggressive
behavior:
- Don't
mistake being aggressive with being obnoxious. The two are totally
different. The former is all about focused, caring energy and the latter is
about boorish, uncaring bravado.
- Choose
the times, circumstances and situations where more aggressive, directive
behavior is necessary and decide which mountains are worth climbing.
- Set
very specific goals, objectives and time frames for the successful
completion of their achievement.
- Become
passionate about reaching closure on every activity you undertake. Don't
settle for things being constantly "in process." Become interested
in closure...completion...and achievement.
- Take
ownership for the successful implementation of every prospect, project and
activity you undertake. Give some thought to "going public" with
your commitment. You will then work more diligently to fulfill the
successful completion of those things you have taken ownership of
personally.
- Accept
the fact that you can be a friendly competitor while still doing your best
to outsell and outwork your competitors. Not by making disparaging remarks -
but, instead, by more carefully designed strategies, longer hours and
satisfying all requests and demands.
- Overcome
your fear of offending others, rejection or refusal. Be willing to face your
greatest fears and realize that even if a prospect or customer says no it
doesn't mean it's a fatal (or final) wound to you, your ego or your
pocketbook.
- Give
some thought as to what your lack of aggressiveness can eventually mean to
your sales career. How many sales, commissions, promotions and opportunities
will you lose? What will it mean to your family...your long-term financial
future? Is short terms relief ("I don't want to confront anyone")
worth long-term failure (I could have...")?
- Think
about times in your life when more aggressive behavior did pay off for you.
Reflect on the times when you did step up and it didn't work out for you.
Relive your successes and reflect on your failures. I'll bet you still feel
good about your success and that the failures are things that you have
probably not even thought about for a long, long time!
- Start
by being a bit more aggressive in specific areas where you'll see immediate
results. For example, when making appointments, asking buyers to take
action, working out terms with your credit department, etc. Reflect on the
difference it makes. Then take on bigger issues. And don't look back!
Always
remember that in sales it is not always "what" you say that is really
important. It is always "how" you say that really does count. The same
is true about being aggressive. It is far more a function of your own internal
drive and how you control it that will drive your success. Being aggressive
doesn't mean being brash, boisterous or bungling. Instead, it means being
competitive, cooperative and consistent.
Yes,
great salespeople are aggressive. But they're not obnoxious. There is a big, big
difference.
Published
in FPG’s March 2002 Issue
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