Systemizing Relentless Selling

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Systemizing Relentless Selling

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In the fast-paced world of sales, it’s easy to forget to keep in contact with prospects. We can stay active all day, but too many of us realize too late that we’ve let an opportunity slip through the cracks.

It may look like the best salespeople simply get better at managing their accounts, but in reality, no one can manage more than a few accounts from memory.

The high performers in this industry have figured out a way to be relentless in outreach and in driving meetings by keeping the next step on each account outside their heads.

To learn how the best get – and stay – relentless in their outreach, we sat down with Nicole Williams, a former intelligence analyst with the US Army, and now the regional vice president of operations and sales for the QPS employment group. She showed us how to apply the same skills that military intelligence analysts use to ensure we never let a prospect fall through the cracks again.

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: To trigger this system, Nicole recommended we do what soldiers on every battlefield do: before rushing in, they plan. This means prioritizing your high-value targets, so you ensure you’re spending time pursuing the right people, and ensuring you’re familiar with the territory and industry you’ll be operating in.

You’ll want to ensure you have the challenges of that group of prospects mapped out ahead of time, and then ask why they would want to buy from you? What problems do they suffer from that your products, services or expertise solve?

With this defined, you’ll be ready to turn your outreach into a repeatable process that drives prospects towards your next steps, rather than having to drag them along with you.

R-Repeatable: To make this system repeatable, Nicole said to ensure we’re planning our work and working our plan. That means being familiar with your sales process: what stages does a prospect move through from initial contact through the sale, and what information qualifies them to be in each stage? If we’re familiar with our sales plan, we can then do the work of systemizing a prospect’s journey through it.
Second, take your sales plan and determine what outreach steps you’ll conduct in each stage of the sales process. These should cross communication channels so that you’re leveraging the phone, email, social media and even snail mail. Be sure that you’re mapping these campaigns out into something outside your head so that you don’t have to remember the next step.

Third, have a clear agenda for each sales conversation and meeting. When your outreach generates a conversation, you don’t want to have to guess at the questions you should be asking to get deeper into the prospect’s world. With a checklist of what needs to be accomplished in your meetings that’s kept outside your head, you’ll have a place to reference and capture what you learn to ensure that you can be relentless in outreach across your entire pipeline.

Finally, be prepared to go off-plan if you’re not getting results with a particular prospect. If your campaign is leveraging a lot of stories and emotion, consider switching over to data, facts and statistics until you learn what this particular prospect responds to.

I-Improvable: To improve this system and ensure that it continues to get results, find those members of your team who are consistently moving prospects through their pipelines and ask what they’re doing that you can begin incorporating. Because your systems are outside your head, it will be much easier to update them and ensure you’re executing on those changes with your next outreach attempts.

M-Measurable: To measure the success of being relentless in your selling, measure where in your sales cycle you’re generating the most conversations. It may be early, or it may be after multiple outreach attempts, but you’ll want to measure what’s happening in your outreach when you’re experiencing better connection rates to ensure you can place more focus on those areas earlier on in your outreach.

By not trying to manage every one of our prospect’s sales journeys ourselves, we can serve more prospects while ensuring we’re always relentless in delivering more value.

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