I recently heard Dr. Mark Hillman, an individual and corporate therapist, speak about Sales Call Reluctance. He is a highly engaging speaker with an interesting mix of humor and directness to his topics.

As part of his talk, he listed different reactions that salespeople have to getting an order. Many of these reactions are based on relief that the sales process is over. It’s great that the sales call was successful. But the relief would have been there no matter the outcome.

The salesperson’s response that struck a nerve with me was “I was lucky!” I hear this with some frequency from my sales coaching clients, and it always prompts a discussion. You getting an order is not a matter of luck or chance. It is the result of working with a customer, asking great questions, and providing a solution they can afford. It is the result of following a selling structure, and knowing what you should be doing next in the sales process. It is also about believing in yourself, your product and your company.

Salespeople many times get in their own way. Their success is blocked by their own words or actions. Here’s an example:

Many years ago, I had a totally different business named The Woodworks. We designed, built and sold custom wood furniture from a storefront on Charles Street in Boston. Our space was lit with track lighting that was full of flood lights, probably around 50 bulbs. Once a month, a light bulb salesman would stick his head in our front door, and ask us “You don’t need any light bulbs today, do you?” My partner and I would look at each other, shrug our shoulders and tell him no, we didn’t need any. “Okay, thanks. I’ll see you next month.” And he would disappear, only to show up again four weeks later with the same negative question. The fact is, we always needed light bulbs, but he put a barrier up between us and his sales efforts with how he phrased his opening question. It would have been simple to ask us “You use a lot of light bulbs. Let’s make sure your space is always lit. How about I set up a buying plan of 15 bulbs per month?”

It sounds obvious, doesn’t it? But I experience this negative mind-set all the time with salespeople, especially those who are selling business-to-business. So, here are a few suggestions for you:

1. Remain positive in your outlook. Believe in you and your product.
2. Follow a structured approach to selling, so you know what the next step will be.
3. If you don’t get the sale, do a quick analysis. Why not? What could you do differently in the future?

Luck, does it ever play a role? Yes, occasionally. But don’t wait around for your luck to change. Take control of your future and stop relying on luck. Better to depend on your skills, knowledge and experience.

We all like to put together a list of New Year’s resolutions. The problem is that we sometimes get so wrapped up in the list that we create something that is unattainable and overwhelming. Earlier this year, Fast Company magazine posted this blog with five great ideas for personal success.  I like it because it it is clear and concise. I’m going to try it.

“5 Things to Do Every Day for Success”   by Fast Company Expert Blogger Dayna Steele

1. Wake up early. For the next week, get up a half an hour earlier that you normally do–and get going. If you get a few more things done, then get up even earlier the next week. Early in the morning is a great time to get        work done because most of your associates have not started emailing, tweeting, or posting yet.

2. Read the headlines and watch the news. Not only should you know what is going on in the world, you will also be the first to recognize opportunities (if you followed #1) for you and your business–long before the competition has even had their first cup of coffee.

3. Send something to one person who can hire you or buy your product–something you promised to follow-up with, a quick email with a link to something relevant or a “Hey, just checking in to see how thing are going” email.

4. Touch base with an old friend or associate you haven’t talked to in ages. Ask how they are, what are they working on and ask or suggest how you might help. You’ll make their day.

5. Write a handwritten note to someone. Seriously, it is a lost art and makes quite an impression. There is always someone you can send a thank you note to–or you aren’t doing things correctly. A simple yet highly effective list. Try all five every weekday for a month. Then, tell me I’m right. If I’m wrong, I’ll buy you a cup of coffee. When you finally wake up …

I love this list, and am trying my best to incorporate it.

It all makes sense.

It’s all practical and attainable.

Tell me how you do. I’ll do the same.

The year is almost over, and you still have time for a last minute push to meet (or exceed) your sales goal. The overall rule with these tips is to let the end-of-quarter and end-of-year time frames work in your favor.

 Here we go:

 1. Remember the customers who said they had to “think it over?” Call them and carefully remind them that they have had a lot of time to review your ideas. It’s time for them to act.

 2. Add-on to a sale. Sell just one more product per order. These can be simple sales and can quickly add up.

 3. Check to see if you have customers who need to spend money in 2011, even if they don’t take delivery until 2012. You’ll be surprised at how many businesses need to spend money before December 31^st.

 4. Call the prospects who have been giving you the brush-off.  Talk with them about how you could help them with their first-quarter goals.

 5. Each time you speak with someone, whether you land a sale or not, ask  for a referral. Contact those referrals immediately. Again, let the approaching deadline work in your favor.

 6. Who were your best customers in 2011? Schedule a meeting with each of them. This is a combination of “Thank for the business” and planning for 2012.

 7. Review the proposals that are still not closed. Is there any life in them? If yes, jump on them.

 8. The best way to start off the New Year is by lining up sales calls for January. You’ll go through the holidays with a totally optimistic outlook.

As difficult as it is to land a sale, it can be incredibly easy to lose one. Our behaviors and attitudes always need to be positive. We need to be tuned in to the prospect throughout the call, and focused on what’s important to them. Here are a few things to avoid:

1. Assume that every prospect is the same, with identical needs and wants.

2. Arrive late for the sales call, and don’t acknowledge it.

3. Assume you know enough about your prospect, their business, their competition and their industry.

4. Deliver a canned presentation, minimizing the energy and enthusiasm in your voice.

5. Be annoyed when the prospect asks a question, interrupting your presentation.

6. When the prospect is speaking, instead of listening to them, focus on what you are going to say next.

7. Do all of the talking during the sales call. Tell them how great you, your product and your company are.

8. Be slow in answering or following-up to a prospect’s request or inquiry.

9. Promise the prospect the moon and the stars, knowing you cannot deliver.

10. Allow the prospect to control the sales call by focusing on price early in the call.

11. Call the prospect “you” instead of using their name.

12.  Only ask closed-ended questions, not allowing the prospect to expand on their answers.

13.  Ask the prospect for a commitment too early in the sales process.

14.  Make assumptions about the volume of business they could give you.

15.  Assume that you did a great job in that sales call, and think about how much you are looking forward to the next one.

Some clients are more fun than others. That was true for me with Godiva Chocolatier. I worked with them for six years, delivering countless workshops and talks on sales and customer service. They were a great client. Fun, open to new ideas, and willing to try different approaches. Plus, it was a fun product. I know they learned from me, because they told me so and because I witnessed it in their stores. But I also learned from them. Here are a few of my learnings:

1. Focus on the value. You aren’t selling price if you have a super-premium product. Don’t let customers get you into a price comparison with a lesser-grade product. There are reasons you cost more. Tell your customers these reasons.

2. Engage. Engage. Engage. Don’t hide behind that counter. Get out and meet your customers face-to-face. Shake their hands. Ask them great questions. Welcome them back. Compliment them on something they’re wearing. Make them feel like this is “their” store.

3. Hire the best. Compete by having enthusiastic and energetic salespeople. Hire them for their interpersonal skills. You can always train them in the product and the systems later. Godiva frequently recruited salespeople from cosmetic companies. They were high energy, willing to work with the public, and not afraid to go after a sale. Perfect.

4. Be comfortable selling something you can’t afford. One of the first assignments I had was analyzing why some stores were under-performing. Turned out that several of these stores had managers who couldn’t explain the higher price of Godiva to their customers. Some serious coaching took place, and most of those managers found religion, and sales went back up.

5. Be super-proud of what you sell. The most successful salespeople at Godiva were also the proudest. They loved everything about the product and the company. They knew everything about how the product was made and how it was packaged. They knew the history of the company. They knew everything possible about the ingredients in each piece.  These salespeople wanted their customers to be as passionate about the product as they were.

They took their business seriously, but they never forgot that they were selling a wonderful experience.

Some customers make me think they are from a distant planet. They’re the ones that ask me the bizarro questions that I can’t even begin to understand, let alone answer.  They ask questions that begin with “I know this is a crazy, but…” or “You’re going to think I’m nuts for asking you this, but…”  or, my personal favorite, “This has probably never happened before, but…”

I kind of like these visitors from another galaxy.  I accept them and their alien ways. It keeps me on my toes. I have to listen really closely, trying to make sense out of their questions and comments. I keep telling myself that somewhere in this mish-mash of words there is something of value. Nine times out of ten, there is. I have to stay patient, just like when dealing with customers from Earth. And I have to focus and pay attention to them and their thoughts, no matter how Martian it might sound.

The good news is, if I listen, and if I remain patient, and if I pay attention, they will buy from me, just like here on Earth. 

So, here’s to the customers from other worlds. May they continue supporting me, and challenging me with their questions and comments.

I cannot make a sales call at 8:00AM. It’s too early. My prospects are probably still commuting. I’m better off waiting for them to get to their offices and settle in. I don’t want to irritate them at such an early hour. Who would want to start their day listening to a sales pitch? No, I’m better off waiting a while.

I cannot make a sales call at 10:00AM. I mean, really.  They need some time to get a cup of coffee, stretch their legs, and chat with their co-workers. I would only be annoying them if I called now. Sales call? It’ll have to wait just a little bit longer.

I cannot make a sales call at 11:30AM. Way too close to lunch. No one likes to be called when they’re eating. It’s rude, don’t you think? I wouldn’t like it if a salesperson called me during my lunch break, and I would probably never buy anything from that salesperson. No, I’m not going to risk losing a prospect because I didn’t keep an eye on the clock. Making sales calls at 11:30AM is out of the question. It will wait until after lunch.

I cannot make a sales call at 1:00PM. My prospects are probably just back from lunch, and they need time to get settled in back at their desks. They need time to focus on the rest of the day, and everything they have to get done this afternoon. I don’t want to rush them or distract them. No one likes a pushy salesperson. Me call my prospects now? Not on your life. I’ll wait.

I cannot make a sales call at 2:00PM. My prospects are probably in meetings, and the last thing I want to do is interrupt. Afternoon meetings are always so important. My prospects probably have lots of important things to do and ideas to discuss. My sales call wouldn’t stand a chance. I’m better off waiting a little.

I cannot make a sales call at 3:00PM. It’s the middle of the afternoon, and my prospects are beginning to realize how much is left to do before the end of the day. If I call now, I’ll just be getting in their way. They won’t be able to finish their work because of me. Not a good way to make a favorable impression.  Now would be a terrible time to call.  I’ll hold off just a bit.

I cannot make a sales call at 4:30PM. I don’t want to look desperate. And I don’t want to appear rude for calling late in the day. They’d be asking themselves why I waited until the end of the day to call them. Not to mention that my prospects are all probably starting to think about going home soon. My calls would be really annoying if I called now.  I know that I would be really aggravated if a salesperson called me now. 

I cannot make a sales call after 5:00pm. My prospects have all probably left work. They’re probably on their way home. Their day is done. Sounds like a good idea. I should head home as well. Rest up for tomorrow. Another busy day calling prospects.

Sales = Fun.

I know not everybody agrees with that formula. In fact, many people strongly disagree. But let me tell why I it’s true for me.

First, I get to meet all kinds of interesting people, who work in a wide variety of businesses. These people come from various backgrounds, each with interesting experiences and world views.

Second, selling allows me to learn about different products and services, like soda bottlers, cosmetics producers, chocolate creators and health care providers. Not to mention grocery vendors, cruise ship companies, and gas and electricity suppliers. And that’s just a few.

That’s fun to me. And we’re not even to the point where we are working together. This is just the sales process, the beginning of the relationship. This is the part where we learn about each other and work hard to identify and solve a problem. This is where they tell me what they think they need, and I either agree or suggest an alternative. It’s about being quick on my feet, and adapting to situations. It’s about being able to come up with solutions that make sense. It’s about being creative, nimble and open. But it is never, ever about me forcing something onto them. Selling is about collaborating, right from the beginning of the relationship.

See why I think sales is fun? It can be fun for you as well. It starts with your mind-set. If you think selling is drudgery, you will probably make it so. And, if you see it as a job filled with wonderful opportunities, you can make that come true as well.

I’ll take it one step further. Customers come in all different shapes, sizes and temperaments. I even like working with the difficult ones. They can be a challenge, but that’s the part I enjoy, figuring out how to work with them so that they enjoy this as much as I do.

Want to have some fun this week? Try selling. Open yourself to the possibilities and opportunities that are out there. Strive for fun. Everything else will follow.

You have a large number of Friends on Facebook. And you have many Connections on LinkedIn. Not to mention numerous Followers on Twitter. That’s great. But, right here, right now, how many prospects do you have? Friends, connections and followers are all wonderful to have. We want them. But we need people who will buy our products and services. And we need to reach out to them.

It’s time to push away from Facebook and pick up the phone. It’s time to stop the social activity and call on prospects.

Recently, I was hired by a VP of Sales to deliver a series of workshops and coaching sessions. When I asked what training needs he saw in his people, he explained that his salespeople believed an email was the same as a sales call. Startling, right? Except that it is not an unusual idea these days. In fact, I encounter it frequently. I am sorry to tell you that an email is not the same as a sales call. An email can have many positive attributes. It is instantaneous. It is concise. It can be shared simultaneously with many key players. But, it is not the same as a sales call.

A sales call is personal. It is face-to-face. It is a productive use of your time. It demonstrates to the prospect that you care. It gives them the chance to see how well you listen and comprehend. It is an opportunity for you to see their operation and meet other key players in the organization. It’s a way of differentiating you from your competitors. It’s too good to pass up!

So, here are a few steps to take. First, you don’t have to stop using social media. Far from it. I encourage you to continue using it. But always with the idea of reaching your objectives, not just being social. Next, make a list of five prospects you can call each day for the next five days. A total of 25 prospects, five per day. Be clear in your mind what you will say to them. Now, all you have to do is call them.  Make it your first activity each morning. Then you can go back to being social.

Selling has never been more challenging. You are pulled in a thousand different directions, at work and at home.  Everything is hectic and demanding. It’s important to remember that the same is true for your customers and prospects. Like you, they have endless demands on their time. They are overwhelmed by the idea of a new salesperson, from a new supplier, calling them and trying to get an appointment.  Why should they disrupt an already hectic day to meet with someone trying to sell them something that is already provided by an existing supplier? That’s the challenge we are all facing these days in sales.

In her book “SNAP Selling,” Jill Konrath describes today’s prospects this way, “Your prospects read your e-mails with their finger on the Delete key. They listen to your voice mails with their finger on the Delete key…Every three to five seconds they ask themselves, ‘Is this of interest?’ If not, you’re gonzo. Delete, delete, delete.”  Tough, right?

So, what’s the opportunity? How can we reverse this so it works to our advantage? The opportunity is this: so many salespeople do not understand the challenges and difficulties their prospects go through all day, every day. If you understand their work-life and adapt to it,  you will come out ahead.  Focus your efforts on making their job easier and simpler. If you assume that you are selling a commodity, regardless of what you sell, the sale is now all about value-added.  Be different from your competition. Differentiation has always been a critical skill in sales, but never as important as it is today.

Let’s look at a simple but essential part of the sales process, leaving a voice mail message for a new prospect. Most messages are terrible, for all kinds of reasons. Some of them ramble, while others are vague. Some are packed with details, while others are way too casual. And some of them, talk down to the prospect “I’ll be in your neighborhood on Friday, and thought I’d stop by and introduce myself.” Delete. Most salepoeple never get a meeting with a prospect because of their message. They just get deleted. So, instead, they call back, leaving another message. Of course, they are starting the downward spiral of annoying the prospect. This will not end well.

Focus on crafting a message that is concise, and introduces you and your company. Include how you have helped similar organizations. And always try to include a number, a figure that measures how you helped them. It could be a percentage increase in sales, or a dollar increase in profits, or a percentage decrease in costs. Give them tangible, measurable results.

Your voice mail message is at the very beginning of your relationship with this prospect. Because it is such a critically important step, you need to know how you sound. Invest in a small tape recorder, and practice your messages before you actually use one. Listen closely. Be critical. Imagine that you are the prospect. What first impression are you forming based on this message? What specific value are you describing? If you’re just describing your company’s capabilities, that’s probably an automatic delete. Listen to your voice tone. You want to be enthusiastic without being peppy. You want to be taken seriously without being serious. You want to be conversational without being casual.

It all comes down to describing the value you offer in a concise way, and the results you could provide. Remember, you’re trying to break through everything that your prospect is experiencing during their hectic day. I’m not saying that this is easy. Just necessary.