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It is amazing how many so called “sales professionals” regularly fall short in their goals of achieving lasting success because they forget the “basics”. These professionals seem to always seek the “newest way” to approach their task when in the realm of reality a focus on the “basics” will most often provide the success they strive to achieve. It is not the evolving “psychological approach” nor the new “wham bam polite approach” and not even the most sophisticated “soft approach” that regularly brings sales success. Though the sales professionals try to tell themselves to do things differently; or, that this new age of customer demands a revised sales approach tactic; the simple truth falls on the reality that lasting sales success centers on “seeking, knocking and asking.”
Any architect will tell you if your foundation is deep enough and strong enough, there is virtually no limit to the height of the building that can be constructed. Seeking is the foundation that sales professionals utilize to build a limitless success pyramid. It is the baseline where the sales professional builds the plan that will determine what must be done. It also represents the proposed market and the general suspect they may seek; and, it clearly defines the reasons for what is attempting to be achieved.
Seeking is also where the sales professional learns the benefits that will enable the product to be presented in a manner that agrees with the buyer’s need. It is the culmination of thought, input, examination, personal evaluation and research which enables the sales professional to fully discover the potential for results. Further, it provides the springboard for measurement tools which will be utilized to herald accountability for goals. If sales professionals are not properly seeking, regardless of the appearance of success that might come, their success pyramid will not endure the stress and strain of the effort and will come crashing down.
Knocking signifies the task of marketing that must be utilized by the sales professional to be able to reach the goal. It is the formulation of tactics that will be put forth to reach the suspects, turn them to prospects and then into clients. Knocking also constitutes the specific types of advertising and varied approaches that should be broadcast in order to build awareness.
It has been said that much of success comes from knowing where to look; however, it requires a more detailed analysis than simply “wandering around” misdirected. The sales professional must know what specific attracters constitutes the best opportunities for gaining results in a featured market. Just like hunting in a controlled game preserve, the sales professional must also focus on those “stocked game” areas if they are to achieve critical goals. It may sound elementary in concept; but, placing a focus on identifiable actions that result in the greatest market awareness which builds contact interest with potential suspects and prospects leads to greater sales results.
The third basic on gaining sales success deals with asking. Asking is often the “achilles heel” of most shortfalls in sales. Even though it often can point out objections which can be addressed or enable facts to be delivered to answer concerns; it is surprising how many sales are never closed due to the fact that the sales professional fails to ask the prospect to make a buying decision. They assume that if they present the product and are enthusiastic, this will influence the prospect to say “yes.” While this may work in training films, it seldom gains the positive responses that are needed to produce positive sales results. To achieve results, one must ask prospects to make buying decisions.
While not an easy accomplishment, achieving lasting sales results will be obtained by the sales professional who understands the proven basics of “seeking, knocking and asking.” In doing so, they will establish and grow the relationships which will support their efforts and build clients for life.
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