INFORMATION Why we need more elephants in sales
Salespeople can find it hard to match their solutions with customer requirements, and so often this is because active listening was not used, believes Ade Fleet. The sales coach, who owns Borrowash-based sales training business SalesAde, recommends following the key characteristics and traits of an elephant – here’s why.
KEEP GRAZING Elephants weigh up to six tonnes and need to keep grazing on 150kg of vegetation each day to survive. The same is true in sales, where proactive prospecting is key. Even when you are busy trying to close a huge opportunity, you need to keep prospecting – otherwise your sales pipeline will dry up further down the line.
ACTIVE LISTENING When in contact with your customer, wherever possible stop talking and listen – really listen. Listen to find your customer’s challenges, needs and future directions. Only then should you talk about how you can partner with them to find a solution. African elephants, with their large ears, are well adapted for active listening.
ELEPHANTS NEVER FORGET But salespeople do. Following active listening, it is crucial you spend five minutes writing up your notes in a CRM shortly after each customer visit. Notes can be brief but should include requirements, solutions explored, timescales and agreed next actions. You will lose all trust and credibility if you fail to deliver on promised next actions.
PLAYFUL Elephants love to play and roll about in the mud. In sales, we can learn from this – you need to be ready to roll up your sleeves and get your hands dirty. You need to learn your products and be a valuable resource for your customers.
PACK YOUR TRUNK Occasionally in sales, you may get
bounce back and be ready to provide solutions for your next customer. Ask yourself how far you are prepared to walk to meet your customers’ requirements?
HUMBLE AND WISE Elephants are humble and wise. When in front of a customer, leave your ego at the door. There’s nothing wrong with being quietly confident but remember to humble yourself. Keep it real, and draw on your experience and product knowledge.
lucky with a quick win. You have a higher chance of success if you have a SMART (specific, measurable, attainable, realistic and timely) sales strategy in place. Before implementing your strategy, take some time to reflect on which sales activities you should continue, stop and start doing.
RESILIENT Elephants have thick skin and are prepared to walk miles and miles to reach water and ensure survival. In sales, you will not win them all. You need to grow a thick skin quickly to
HERD MENTALITY In sales, a herd mentality is key. Getting the first few sales of a new product or service can be tough – but if your early adopters have a positive experience, they’re likely to spread the word with their peers and colleagues. They are then acting as powerful references for your solution and the herd should start to follow. Before your next customer
appointment, take a few minutes to think “how can I be more elephant?” Clear your mind, be present, actively listen and hopefully, in the future, the herd may walk with you.
business network June 2021
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