When It's OK To NOT Get The Sale Or Accomplish Your Primary Objective

Here's something obvious: You're not going to sell them all.

Duh. No kidding, right?

Why then, do some people beat themselves up after getting a no, or otherwise not accomplishing their primary objective?

First, if you've ever heard the inane phrase, "There's an answer to every objection," get that out of your head. In some cases there's just not a fit.

There's nothing wrong with not getting a sale on a call....IF the following criteria are met:

1. You know exactly why you didn't accomplish your objective.

2. You did everything you could have done in the situation.

It's like at my daughter's softball game last week. Our second baseman made one of the most athletic moves I've ever seen, sprinting to get to a hard hit ball up the middle, diving, arms outstretched, and just barely tipping the ball as it went into centerfield. Coming back into the dugout after the inning she said to me, "Do you think I should have had that ball?"

I asked, "Could you have gotten a better jump on it, or dove any harder?"

"No."

"Well, it was one of the best attempts and examples of hustle I've ever seen. Nice job. You'll get the next one."

Let's examine this further in the sales arena.

First, if you do not make a sale, set an appointment, or otherwise achieve your objective on a call, and you are left shaking your head in wonderment afterwards, well, that's not a successful call. Too often reps hear lame excuses from prospects like, "We're satisfied with what we have," or, "We don't need any, thanks," and they meekly respond, "Oh, OK, keep us in mind."

What were the specific reasons behind those statements of resistance? That's what you need to know before you end the call.

For example, if you hear the "We're satisfied with what we have," objection, you can respond with, "Oh, what do you have now?" This question is designed to get them talking, and take their mind off of their attempt to brush you off the phone.

Once you get them talking, you'll be able to take control of the call, and engage them in a conversation about their needs, and proceed with a presentation if appropriate. Then, if they object, and you are unable to answer their concern because it truly is a problem you can't solve, at least you know why you didn't accomplish your objective.

Therefore, despite the fact you didn't get the sale, you could still grade your call as a success. And that works wonders on the psyche.

Next, you need to be sure you've done everything you could have on the call. You've exhausted all the alternatives.

For example, let's say that a sales rep for a commercial printing company is prospecting. He/she knows that they have certain pieces of qualifying information they require in order to determine if someone really is a prospect.

They need to know what type of printing jobs a business sends out, how often, what quantities, how much they spend, who they use, their general level of satisfaction with the printer, and any jobs that might be coming up
for bid. If the caller gathers all of the information, and finds out the company only does a few jobs that meet his criteria, and the prospect sends those jobs to a bargain-basement printer, the caller likely wouldn't make a sale or even attempt to give a price quote. However, he did do everything he should have in attempts to determine if he could help the prospect. And that is a successful call.

What's interesting is that by focusing on these two points, and following their principles, you'll find yourself GETTING more sales too!

Copyright (Reprint Terms)
Copyright© 2003, Art Sobczak. All right reserved. For information contact FrogPond at email susie@FrogPond.com.