Life Is Full of Surprises. So Is Selling.
Last week, I found out I have celiac disease.
For those who don’t know, celiac disease is an autoimmune condition that causes the body to react to gluten, a protein found in wheat, barley, and rye.
In other words, my relationship with pizza, bagels, and pasta has suddenly become very complicated.
And for a guy from New York, that’s practically grounds for a congressional investigation!
But after the initial surprise, and dismay, I started thinking about how this experience relates to selling.
Lesson #1: You Don’t Know What You Don’t Know
Before my diagnosis, I had no idea I had celiac disease. And that’s exactly what happens with prospects.
They may have a problem they don’t even realize exists. Or they may recognize the symptoms but have absolutely no idea what’s causing them.
Your job as a salesperson isn’t to walk in and immediately prescribe a solution.
It’s to ASK QUESTIONS!
I had to go through a battery of tests and lots of questions before my doctor came up with the solution.
Great salespeople are diagnosticians. They uncover problems, explore their impact, and help prospects understand what’s really going on.
Lesson #2: Don’t Assume You Know the Answer
Imagine going to a doctor who, before asking a single question or running any tests, announces, “I know exactly what’s wrong with you!”
You’d probably find another doctor.
Yet salespeople do this ALL THE TIME!
They hear one problem, make an assumption, and launch into their pitch.
STOP IT!
Ask questions. Listen carefully. Dig deeper.
The first problem someone mentions isn’t necessarily the real problem.
Lesson #3: Knowing What to Do Isn’t the Same as Doing It
Now that I know I have celiac disease, I need to change some habits.
Knowing I can’t eat gluten won’t accomplish much if I keep eating it.
The same is true in sales.
Most salespeople KNOW they should prospect consistently, ask better questions, follow up, practice their skills, and ask for the business.
But knowing and doing are two VERY different things.
Sales success doesn’t come from what you know. It comes from what you consistently DO with what you know.
Lesson #4: Sometimes You Need to Change Your Approach
I’ve eaten a certain way for decades. Now I need to make adjustments.
Am I thrilled about that? Nope. It’s a pain in the rear.
But continuing to do what I’ve always done simply because I’ve always done it would be ridiculous.
Salespeople can be just as stubborn.
“I’ve always sold this way.”
“I don’t like making prospecting calls.”
“My prospects don’t respond to emails.”
Well, how’s that working out for you?
If your current approach isn’t producing the results you want, perhaps it’s time to rethink and change your approach.
Lesson #5: The Right Solution Starts With the Right Diagnosis
This may be the most important lesson of all.
A good doctor doesn’t prescribe treatment until they understand the problem.
A good salesperson shouldn’t recommend a product or service until they understand the prospect’s situation.
And sometimes, after asking the right questions, you’ll discover that what you’re selling ISN’T the right solution.
That’s okay!
Selling with integrity means helping people make the right decision, even when that decision doesn’t result in a sale.
Here’s the Bottom Line:
Life has a funny way of teaching us lessons when we least expect them.
My diagnosis means I’ll have to make some changes. I’ll learn, adapt, and move forward.
And that’s exactly what successful salespeople do.
They stay curious.
They ask questions.
They listen.
They adapt.
And most importantly, they take ACTION!
As for me, I’m now on a mission to find a great gluten-free New York bagel.
I have a feeling that might be harder than closing a deal with a prospect who says, “Send me some information and I’ll get back to you!”
Now go sell something!