It is well known that athletes who excel in their given sport are those who execute the fundamentals well. These players did not reach the pinnacle of their career by putting aside basic skills for something more intricate or innovative. They learned the basics, practiced them, and then consistently applied them. Take baseball, for example. Experts point out, especially during crucial playoff games, that winning often comes down to the skilled execution of simple things such as catching and throwing the ball or running bases. Great salespeople, like great athletes, simply do the basics remarkably well.
There is no such thing as a born salesperson. Everyone who has found success in the sales world had to learn at one time or another, and every one of them started with the fundamentals. Though easily forgotten, ignored, or brushed aside when life gets crazy, it is these foundational elements that will truly make or break your success. There simply are no shortcuts around the basics.
Here are seven sales fundamentals that are imperative to your success and must not be forgotten:
Set <High> Goals.
Make sure you are setting specific goals that will help you hit your daily, weekly, monthly, quarterly, and yearly targets. If you give a man a bow and arrow and instruct him to, “Shoot!” his likely response would be, “At what?” Without a target there is no purpose in shooting. Setting goals will give you a purpose. As you map out your short and long term calendar, make sure you are setting specific goals that will help you hit your targets. And don’t forget to aim high. A quote by Les Brown really hits this concept home: “People don’t fail because they aim too high and miss, but because they aim too low and hit.” Share your goals with people who will help hold you accountable, and don’t be afraid of aiming too high. Hitting your numbers on a daily basis takes a level of focus and discipline few people actually have ‘
Plan Ahead.
Many salespeople tend to fly by the seat of their pants, only looking at the current day or week rather than looking at the bigger picture. Plan ahead. Map out your calendar for the following month or quarter and then follow through with those plans. Setting goals without creating a plan to achieve them is like deciding to climb Mount Everest without a single day of training, without a map or guide, and without any of the necessary equipment. The sad truth is most salespeople fail to achieve their goals because they lack a detailed plan that tells them how to achieve those goals in the time and way they want to achieve them.
Planning ahead is also true for pre-call planning. Thoroughly research the company you are trying to get in contact with in order to have more intelligent and beneficial conversations when you connect with them.
Continually Prospect.
Prospecting is one of the most underrated tasks in sales, yet it is one of the most valuable. Sit down. Call people. Email. Perform demos. Do al of this on a daily basis. Do what it takes to reach out to the right individuals and successfully find new prospects for your products and services. Top sales reps consistently increase their sales by prospecting for new business every. Single. Day.
Focus on the Customer.
One of the biggest mistakes sales reps make is fixating on what they are trying to sell rather than focusing on what the prospect says they actually want or need. Listen, really listen, to what these potential customers are telling you. Force yourself to keep the customer’s perspective. Talk less about yourself, your product, or viewpoint. Focus on the customer. Why is it they don’t feel a need for your services? Is it because they already use something similar, don’t have the budget for it, or don’t see the necessity? Selling is all about people – get in touch with them and make a connection. Customers will only purchase from you if they trust you, respect you, and like you. By focusing on the prospect and not the numbers, the numbers will naturally follow suit.
Maintain Regular Contact.
After the initial contact call or meeting, keep in touch with your prospects. Sales is not a one time deal. Find ways to keep your name or company’s name in the forefront of your customer’s mind to prevent a competitors from squeezing in. Many sales have been lost in the mix simply because the sales rep failed to follow up. You cannot rely on your prospect or customer to call you – you must take the initiative.
Be Prepared for Objections.
Objections are a common part of the sales process, but just because a potential customer has some oppositions to your product does not mean the sale is lost forever. By anticipating and planning for common objections you will no longer be caught off guard by their reluctances and will be able to offer insights that may help reduce their resistance. In return, be prepared to ask them questions, something to make them think a little more deeply or maybe even reevaluate their answer. Top performers anticipate objections and strategize their response before their sales call.
Know your Competition.
How do you know your product is the most economical, fastest, or only one like it on the market if you do not know the ins and outs of your competitors? Do your research to learn the strengths and weaknesses of your competition and make special note of things you are doing but your competition is not – this is often the biggest selling point!
There you have it. Nothing, absolutely nothing, replaces the basics, although there are many that try to find an easier or more appealing way to make it to the top. The success of one’s sales effort often boils down to the consistent execution of these seven fundamentals, and those who truly master the basics are the ones who will make it the farthest.
