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I’m sure you’ve heard some salespeople say, “making sales are all about relationships”.
By it’s very definition a relationship takes some time to build. It may take several meetings to create that bond.
For example:
Consider an initial sales call. When a prospect says, “you’ve given me some interesting ideas, I need to go and talk to others about this, then we will meet again”.
In the salesperson’s mind, there is confirmation that the relationship (the critical piece) can’t be built from the first meeting.
Moving the sales process forward therefore involves scheduling a second, and expecting a third, fourth and fifth meeting before the sale will be made.
The salesperson’s belief that a relationship must be formed before a sales is made helps confirm that her product/service has a long sales cycle. This faulty belief system causes a bias in her thinking. The challenge for her is all evidence and feedback from prospects proves to herself that she is right.
As humans, we all suffer to different degrees from something called 'confirmation bias'.
This involves our minds automatically seeking information that confirms our existing beliefs or biases - and then this excludes or blinds us to alternative ways of thinking.
Of course this type of thinking doesn’t exist only in the context of sales. It exists in relationships, politics, culture, health, wealth and more.
The key challenge is we have a solid tendency to behave in a manner that reinforces our original point of view and deny or avoid considering any evidence to the contrary.
This is also why you tend keep those with similar beliefs closer to you, it keeps your brain feeling more certain and safe (a comfort zone).
Instead, be more open and curious about opposing views. Aim to consider all of the facts in a logical and rational manner. This is hard to do on your own sometimes, so ideally have someone you trust question you on your beliefs.
A effective sales coach may challenge the salesperson’s belief/confirmation bias around a relationship being the most important thing by asking:
“Have you ever made a sale on the first call?”“Yes.”
“What was different during that call?”“The client was very open about their needs.”
“What caused them to be so open?” “I think they trusted and respected me, as they had been referred.”
“How can you gain trust and respect in all your first calls?” “….”
You will be amazed at how freeing it is to change your mind. From this change, you will then see the results you really desire.
If you’d like to learn more on how to get the best out of your sales leaders and salespeople for 2020 and beyond, reach out to us here.
