Amateur salespeople think that there are only three outcomes of a sales appointm

Amateur salespeople think that there are only three outcomes of a sales appointment: a “yes,” a “no,” and some form of a “maybe.” The usual “maybe” stall is “let me think it over.” That is usually no more than a slow polite “no.” Actually, there are five positive outcomes of a sales call: a “yes,” a “no,” a clearly defined future, a lesson, and a referral.
Positive Outcome #1 Yes
The preferred outcome of a sales appointment is getting a “yes” and closing the deal. Sometimes getting a “yes” is not the result of the salesperson’s selling skills. Maybe the customer was ready to buy and the salesperson was an order-taker. On the next sales call, when the salesperson repeats the same approach and does not come away with an order, he realizes it wasn’t his abilities. Professional salespeople have a selling system and they understand why they get to “yes,” instead of just taking an order.
Positive Outcome #2 No
The “no” is a dreaded outcome for most salespeople. Salespeople hate to get a “no.” In fact, many salespeople would rather take some kind of a “maybe” instead of a “no.” Some prospects may feel guilty telling a sales person “no” so they offer up some kind of a “maybe” to reduce the conflict. Professional salespeople are fine with a “no” because they can close the file and move on to the next prospect. If they made a mistake in not following their process they can learn from the failure. It may be over, or it may lead to an honest interchange of information between the salesperson and the prospect that might open an opportunity to sell again.
Positive Outcome #3 A Clearly Defined Future
A clearly defined future is not to be confused with a “maybe.” Examples of a “maybe” stall would be “call me next week,” or “let me think it over,” or “your proposal looks really good.” A clearly defined future is a mini-contract. The contract is very specific. It includes a time set as to when there will be another appointment. At the next meeting, certain objectives will be set such as a “yes” or “no” for an order. Each intermediate step either moves the process forward or closes the file.
Positive Outcome #4 Get a Lesson
When sales people don’t get one of the outcomes above, they can get a lesson. That’s right, a lesson. Professional sales people learn what went right as well as what went wrong. They don’t externalize their failures by placing blame elsewhere. The professional salesperson is objective, learns what could have been done differently and isn’t afraid to ask for advice from successful salespeople. The information gained will help in securing future orders.
Positive Outcome #5 A Referral
Regardless of the outcomes above, if the salesperson followed a system on the sales appointment with the prospect, he has earned the right to ask for a referral. If he was able to build any kind of a relationship with the prospect and has a referral system, now is the time to ask for a referral. The next appointment is much easier to obtain from a warm referral than a cold call. Professional salespeople have a selling system that incorporates a referral system. The common “head trash” is that referrals are only asked from existing clients after a history of excellent service. Nothing could be further from the truth. A prospect who said “yes” is at a high level of trust with the salesperson. A prospect who said “no” may be feeling guilty that it wasn’t the right fit and be willing to help. Asking for referrals helps keep the salesperson’s pipeline of prospects full and reduces the amount of time spent in other prospecting activities.
Assignment
If you are (or have been) in a sales role, draw on your past experiences and
a. describe a specific time when you did not get a “yes” to close the deal
b, What outcome(s) did you get (of the other four listed)?
c. Did you find our how far apart you were?
d. Did you ask for a referral? Did you get a referral?
e. What will you start to include in your sales process as a result of reading this article?
If you have not been in a sales role, consider the five outcomes above and
a. write about what outcomes above are new to you (what you learned)
b. Describe a specific time when you were a buyer and the seller didn’t get a “yes”
c. What outcome(s) did the seller get from you (of the other four listed)?
d. Did he/she ask for a referral? Did you give a referral?
e. What will you start to include in your sales process as a result of reading this article?