Have you seen that Bill Cosby comedy routine about parents who repeat themselves? If you’re a parent, you know that you can lose minutes—maybe even entire years—of your life saying the same things over and over again in order to try and get the responses you want from your children. “Come here,” Bill Cosby says, mimicking a frustrated parent. “Come here. Come here. Come here. Come here. Come here. HERE!”
Parents like those Cosby describes aren’t unlike sales professionals who repeat themselves over and over again despite not getting the responses from leads that they want. Even though it doesn’t make a whole lot of sense, for lack of a better solution or out of frustration, they repeat behaviors and expect to get different results.
Are you suddenly recollecting that doing the same thing over and over again and expecting a different outcome is considered by many to be the definition of “crazy?”
If you’ve been in sales for any length of time, you know that getting non-reactions or negative reactions to your pitch time and time again can, indeed, make you feel a wee bit bonkers, much in the same way a three-year-old who ignores your repeated requests to please SIT DOWN can make ice fishing in your underwear or wrestling with a cactus sound preferable to a family vacation. Nevertheless, at some point in your sales career, you will probably find yourself repeating behaviors that make you feel nuts.
Two relatively easy ways to break free from bad patterns, put an end to a losing sales streak, and get your mind right are: 1. to change your sales pitch, and 2., to change your sales presentation.
Changing Your Sales Pitch
To change your sales pitch, determine the point or points at which you are losing the interest of the prospect or lead. If you’re paying attention, it should be relatively easy to recognize when people are becoming disinterested. By finding key turning points and determining what it is about your pitch at each point that is likely turning people off, you may be able to solve your pitch problems with a just a few minor, but thoughtful, tweaks.
Changing Your Sales Presentation
Are your marketing materials giving people the icks? If prospects and leads don’t comment at all on the items in your PowerPoint presentation, PDF brochures, or other materials you're presenting, perhaps what you’re presenting just isn’t that impressive and needs to be juiced up. Maybe you need more graphics or better, more compelling written content. If prospects or leads ask too many questions or seem frustrated by the materials you’re presenting, perhaps you need to use a less confusing format or to provide more detailed information.
While there could be a variety of things contributing to your low sales numbers, one thing is for sure: things won’t change unless you change the way you do things. Just as it wouldn’t be sensible to tell a lead, “Buy it. Buy it. Buy it. Buy it. Buy it. BUY IT!” until you’re blue in face, it isn’t sensible to keep approaching sales in the same way when your approach isn’t working.