The Definition of Insanity

Peady’s Selling Engagement sponsored by IRD Prospector

“The definition of insanity is doing the same thing over and over again, but expecting different results” – Albert Einstein is widely credited with this saying, however there’s no evidence he actually said it. But it’s still a great quote!

Which brings me to this week’s post.

How Come?

Many of the salespeople I get to work with or train seem not have heard the quote or missed the key point of it. As a result they repeat the same ineffective activity and expect to achieve a different outcome or result.

For instance

  • Sending poorly written emails to prospects that start with “Hi please allow me to introduce myself……..” or assuming a need with “Do you want more customers?” as their email headline or first sentence.
  • Relying on closing as an event rather than an outcome from a logical series of steps through the sales process
  • Providing great service to those clients who are easy to deal with while neglecting others who might be more challenging but more profitable. 

The Fix

First, look at your metrics – or find out what your metrics are. Metrics such as appointment setting ratios, closing percentages or renewal rates. These numbers immediately help you identify trends and what needs to be addressed.

Second, take a good hard look at what works and what doesn’t work for you. Seek the opinion of your sales manager or peers. Ask for an honest opinion. Then go through your checklist:

  • Qualifying the right prospect
  • Appointment setting
  • Needs uncovery meetings
  • Asking great questions
  • Presenting proposals
  • Closing through the process
  • Cross selling and upselling

Do it differently

Once you know what you need to work on then look at the how. Consider all options, think outside the box, seek different approaches, practice and rehearse. In sales there’s no such thing as the right way or the wrong way – it simply comes down to the best way!

Best for you and best for your client.

About the author 

Stephen Pead is a media industry veteran of 30 years with significant experience in direct sales, sales management and general management. He is based in Sydney and specialises in helping SME’s market their businesses more effectively and providing training for salespeople and sales managers.

He can be contacted at [email protected]


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