The One Secret to Selling More
This Can Change Everything!
By Tony Cole, President & CEO, Anthony Cole Training Group
I’ve been in the sales and sales management consulting business for 21 years. Prior to that, I was an insurance wholesaler, an insurance agent, a Nautilus Regional Sales Manager, a Nautilus Regional Sales Rep and collegiate athletic coach. During my 30 year professional career, I’ve read a lot of books, met with many keynote speakers and listened to hours of audio recordings. Many, if not all, of my learning from others’ experiences include a common theme: “Secrets”. And several years ago, there was even a DVD, Book and Audio Series called just that – The Secret.
Today, I bring you THE ONE secret to getting your sales people to sell more, more quickly at higher margins. I will illustrate this “secret” based on my last 4 sales.
Traditionally, I would tell you that in our business of selling business consulting services – specifically, evaluating sales teams, helping companies hire better sales people, sales training, and sales management development – the sales cycle is anywhere between 3 and 9 months. Over the last years, when we project sales, our revenue projections are about 75% accurate.
In the last 4 sales, the sales cycle – from the moment we had our 1st serious conversation about the problems a company is facing to the time they said, “Yes, we will pay you to help us” – has taken less than 30 days. Why?
Here is the secret and I guess this turns out to be 2 secrets – 1 for you and 1 for your sales people:
The Secret: Make sure that, when you are presenting your solution, you ONLY present your solution to prospects that are qualified. “Qualified” means the prospect has:
- described a problem that has to be fixed
- committed in advance to spend money to fix the problem
- agreed to make a decision once you present your solution
If you can coach your people to only present to qualified buyers 100% of the time, you will close more business, more quickly at higher margins. Guaranteed!