A marketing blog.

I had a video sales call this week with one of the largest reverse mortgage lenders in the country. We talked about our reverse mortgage solutions and how we help reverse mortgage lenders. After the call, our sales rep called me up and asked, “What was their pain?” I told her I wasn’t sure and apologized that I had made a mistake in not asking that question.

In sales, knowing what the prospects truly need, or what is their pain, makes the sales process much easier. In many sales books and strategies, this is the first step in a good sales call. Yet, I had neglected it. I missed it. Why?

I didn’t have a plan. Without a plan no matter if you are a first year sales rep or a 30 year veteran National Account Executive, you cannot maximize your sales without having a plan and following it.

However, you also must know when to deviate from your plan. Twenty years ago, I was working for a large direct marketing agency. I went on a sales call with one of our senior sales reps to AARP in Washington DC. At the time, the sales manager of the agency where we worked insisted all sales reps read and follow Solution Selling…with its 9 box strategy. So, we went to AARP waiting for our 11:00 appointment. A secretary came out and said that our contact had a meeting that was running over, would we mind waiting. We said of course.

At 11:20, we are called into the VP of Marketing’s office. Right away, he apologizes for keeping us waiting and apologizes that he has a lunch appointment that he has to leave for in 10 minutes. He said he had to cut right to the chase. He was planning a 6 million piece direct mail campaign to Hispanic prospects over the age of 50. He needed a list by next Wednesday and his budget was $300,000. “Can you guys do that?” I simply said, “Absolutely, where do you want me to send the invoice?”

He laughed and we stood to leave…with 2 minutes to spare on his 11:30 deadline. I was thinking this is the quickest, easiest sale I’ve ever made, when I heard a dreaded noise. Our sales rep said, “Excuse me Jim, but what is your pain?” I was incredulous. We were at box 9, no we were past box 9 as the sale was done, and she was asking about “pain”!?

Just as important as having a plan is knowing when to deviate from your plan. I’ve seen many a sale go away as a sales rep or account manager talked themselves out of the sale. Have a plan, follow it…but know when to abandon it.