Banishing Sales Burnout Forever
Kevin Hogan
Page 4
Transformational Process That Ends Burnout
You set up criteria for your new service, and then evaluate it by that criteria. The salesperson has to look at the process from the END. What is the customer GETTING? Is the customer solving a problem? Are they happy? Was it something that made them feel good? Something that will be profitable? ....then work back to the point of sale from the end result...the exact opposite of how motivational types do their thing....
When people are TOLD to believe in something after they have had their beliefs and values devastated...you cannot tell them to believe in the product or you will CAUSE FAILURE to happen even if your product is the best on the planet.
At this point, the salesperson MUST either sell themselves on the product or KNOW that this is what the marketplace wants or needs.
Every product has flaws. (Even a Lexus, albeit rare...)
It's OK to have flaws as a human and as a product or service. It's OK for your company to have flaws. If you had to find flawless companies (which are nothing but people) you would never do anything of value.
You begin the process of finding your product's value by an elicitation process.
You CAN stand up in front of your group or audience and ASK them to think about what their service does. Find out what problems it is solving. Detail what you are doing for THEM, the customer.
You DON'T try to find "good things" about your product. If you have to try and find something good about your product, you are selling the wrong product!
What if you sell life insurance.... Thousands of Coffee with Kevin Hogan readers do. There are hundreds of different companies represented.
Reality one: Everyone has a different price for life insurance. Each company has a certain likelihood of paying, which is why these companies are "rated." There is no perfect matrix of these variables. There ARE good and bad combinations though.
What if you are selling a 250,000 policy for 300/yr. The competitor is at 290 and both companies are rated the same.
Answer: You are being TOO sensitive. Breathe! I shop at Target instead of Wal Mart because the lines are faster and the store is usually cleaner. It's 10% more in cost on just about everything in the store.
YOU are worth the extra ten bucks for heaven sake. Salespeople rarely look past price and value to see that they are doing business with a human... THAT RELATIONSHIP is worth EVERYTHING.
Key Point: If you wouldn't sell it to a family member or close friend, you shouldn't sell it. It doesn't make a lick of difference if it's ten bucks more expensive.
If it's ten TIMES more expensive that is an entirely different thing. Now the salesperson is going to return to guilt, anger and fear mode. Stomach churning. They will sell in predictable streaks and suffer emotional turmoil.
Instead of trying to solve the problems a salesperson is experiencing...problems no one likes to talk about...realize that the problems are real, they are VERY normal, almost EVERYONE has experienced them, then work through the changes made with new companies or services.
Permanent change is so much cheaper than trying to keep a staff motivated. People are self-motivated once they have been able to clean out the junk from the past and eliminate the neurological connections and feelings from past selling experiences and know that those things have been dealt with once and for all.
The work can be done by the individual, it can be done from the front of the room if the trainer has a clue (unlikely) or it literally can be done in therapy. It's not a complicated process but it takes a little work. Work that once it is done, causes self-motivation and self-starting, the things that everyone wishes they had!
Now they can.
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Kevin Hogan
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