Practice Makes Permanent In Sales

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Practice Makes Permanent In Sales

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Ever had a sale where everything went right?

And what happened when things changed?

Often, we think a change in results is due to the market, the economy, or simply our customers being hard to reach.

High performers understand something else. Often, we execute well but then forget to keep doing what works! In sales, practice makes permanent.

To help us understand how to capture what works and ensure we use it on every deal and in every conversation, we sat down with Tom Parbs, vice president of sales at Haas Alert. He shared the same process he uses to coach his reps on how to make what works permanent to improve how they sell, and how they serve!

Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.

T – Trigger: Tom says the trigger for this system is to first identify the problem that you address with your product or service. That problem may cross industries, but it will be a problem all of your prospects share. Next, understand what a day in their life looks like. What challenges do they face and what concerns do they have? Before we are clear on these issues, we can’t make what works permanent and get consistently great results.

R – Repeatable: To make this system repeatable, Tom recommends we first look at past deals that we want to replicate. Create a checklist from what you did across each of these victories. What are the things that you want to repeat, and what order should they happen in as your deal advances through the sale?

Second, examine how you are ensuring there is a next step on your tasks that leads to the next part of your sales process. If all you were doing is executing a great tactic once and then forgetting to keep doing what works in the next part of the sale, you will stall deals across your pipeline.

Third, ensure that as you advance deals through your pipeline, you are checking all the boxes on the best practices you wanted to execute. Until all those boxes are checked, the sale will remain uncertain.

Fourth, determine how you will hold yourself and your team accountable for executing best practices. Is there a way to check they are doing it in your CRM? During a weekly meeting? Without accountability, you won’t see any lasting change.

Fifth, identify the potential blocks and objections you commonly face and set up contingencies to address them earlier on in the sale, otherwise they will continue to stall your progress.

I – Improvable: To make the system improvable, examine behaviors because behaviors are what drives metrics. Look at an area that you and your team need to improve in and focus on what behavior is going to change that will create the biggest increase in results.


M – Measurable: To measure the results of the system, measure how aligned you are with your action plan and checklists. If you are checking all the boxes, then you should be experiencing more sales. You can also measure your conversion from each stage of the sales cycle to the next. If you are consistently executing what works, you should see an increase in conversion from calls to conversations, and from conversations to meetings.

Getting things right shouldn’t be a one-time thing, and when you’re focusing on consistency, it doesn’t have to be!

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