The Drift

The Drift

Self-Inflicted Wounds.

In this first post of 2022, I’d like to offer a practical gift to every seller in our business (and beyond) as you start this next annual chapter of your sales career. It comes in the form of an observation and some advice.

You are shooting yourself in the foot and it’s clouding your vision, mucking up your forecasts and making your sales cycle longer and more unstable. And it doesn’t have to be that way.

In my recent sales workshops, I’ve outlined the three self-inflicted wounds that can be fatal to your win-rate, but that are also easily corrected.

The Sales Call with No Purpose. Also known as the first call or the introduction. This is an assumption that’s as common as it is deadly. It’s just a first call or I’m just meeting a new team member… Reps tell themselves that we’ll just use this time to get to know each other… introduce them to the site… find out about their plans and goals. By wasting this at-bat, you’ve just added 3-4 months to your sales cycle, wasted your client’s time and probably came away with the same vanilla-mush information that they would have sent with an RFP – to anyone. Instead: Bring one slide filled with information about the client, another with the problem you feel you can solve for them, and 3 or 4 of your own slides about how you would solve it. Even if you’re wrong, the client will make you right.

Defaulting to Another Step instead of Closing. What does a salesperson say when they don’t ask directly for the client’s business? Usually, they just ask for another meeting, or the opportunity to write things up and send a proposal. The customer may have been ready to take a much more specific step – to recommend the plan, to assign budget, to prioritize the idea with their team – but the rep will never know because the question was never asked. Add at least six weeks to the process. Instead: Decide in advance on the most specific step this customer can take to advance the business and practice asking them for it. A good closing question features the phrase Will you… and includes a verb (action to be taken) a number (liberal estimate of cost) and a date (for activation, launch, commitment). Let them tell you that something else is needed. Don't create your own delays.

Chasing Unqualified Objections. Sometimes customers ask for discounts or special service, other times they just throw out questions about possibility. Could we structure the deal differently? Can you integrate with this kind of measurement? Can you put a pixel on it? This throws many sellers into a tailspin of activity. They chase down the answers. They burn extra weeks (and burn out their own team members) only to meet yet another question or objection… or radio silence. Instead: Learn how to use a conditional close. If we’re able to do that, would you recommend us? Is this the only issue standing in our way? A good rule of thumb is don’t answer a question until you know it’s the only question. It’s a simple way to qualify not only the opportunity but also the decision maker you’re dealing with.

Wishing you all a marvelous year filled with creativity, excellence and success.


More Posts

Contemplate the Bottom.

There's an iconic New Yorker Cartoon from the late 90s that has a man and woman tucking their toddler son into bed for the night. The husband is saying, "Of course he looks peaceful - he's lived his…


Thanks

At this stage of an economic cycle and at this time of the year, "be thankful for the important things" would be an all too common read. What usually follows is the garden variety friends, family, health,…


Hard Trends Beat Hard Times

There's an iconic mid-90s New Yorker cartoon that has two parents standing over the crib of their sleeping infant. Arm around his wife, the father says, "Of course he looks peaceful. He's only ever lived…


Ripples and Waves

There's an old Balkan proverb that speaks to the inevitability and consistency of change in the face of man's emotional keening and hand-wringing: "The dogs bark, but the caravan rolls on." I've thought…


The Webbyness of Things...

"The world is made of spider webs, The threads are stuck to me and you. Be careful what you're wishing for, 'cause when you gain you just might lose." ~"Spiderweb," Joan Osborne Tricky thing about…


The Quest for Deal Quality

At a time when the online advertising market appears to be softening, it may seem odd to suggest being more selective about the business we write as media sellers. But in my estimation, it's not just…


Summer Vocabulary

Often a trend or concept only becomes real when someone finally gives it a name. Certainly there were tipping points before Malcolm Gladwell coined "The Tipping Point," but did anyone really care all…


The Oreo Doctrine

A well-placed metaphor can make all the difference in how people see the world. How would we process mass consensus and change without "The Tipping Point" or picture organizational chaos if not by "Herding…


The Bigger Bang

Is this any way to run a new paradigm? For a bunch of high-flying visionaries, we web ad folks sure have a hard time letting go of old ideas. Empowering technology and consumer behavior are consistently…


The Final Collapse

I used to think that the devolution of the relationship between a television network and its advertisers would be rather slow and drawn out; not unlike a once-passionate marriage that gradually loses…


The Swift-Boating of Yahoo!

(Full disclosure: Yahoo! is a long-time Upstream customer, but I'm not consulted on -- or privy to -- any of their long range M&A plans. No one at Yahoo! was consulted on this edition of The Drift, and…


The Year Of Living Smart

Summer's done, kids are back to school and we cruise into the final quarter of the best year in the history of the online advertising and marketing business. Even though it's autumn, a million well planted…