I’ll admit it I’m a sucker for books – piles of them, shelves full, you get the idea.
Which means back in the spring when Jeff Bajorek announced instead of donations, he was looking for investments and had collaborated with friends/colleagues to get their books as the bonus for supporting a charity he was fundraising for… he had me at “The Library.”
Little did I know then that it was HIS book that I would adore the most.
Plus I’m sure that he didn’t intend to have a sales leadership lesson inside Rethink the way you sell – The FIVE Forgotten Fundamentals of Prospecting.
In chapter 1: Know What You Bring To The Table, Jeff lays out three questions a salesperson needs have clearly answered in their mind to be successful.
They fall squarely into my just because it’s simple doesn’t make it easy theory of life and sales.
- why are you different?
- why are you valuable?
- why does it matter?
THEN it hit me. Those are the same questions a sales leader needs to be able to answer for themselves… about their team instead of the company’s prospects.
The Difference
“Better is a value judgement, and a judgement can only be made once a comparison is created.” pg 10
You’ve chosen to lead an independent, strong willed team. Because I said so… is NEVER going to cut it.
Every day, the salespeople on your team is making judgments about YOUR way vs. their way. Which means you need to describe the results of YOUR way as; simplifying, eliminating, changing, impacting, speeding up, etc.
Your Value
“There needs to be a desire for that perceived value.” pg 13
They have to care… which means you have to know what they care about!
A salesperson I was coaching joked about his manager – who kept pushing him about doing activities the salesperson wasn’t interested in, using “you’ll make more money” as the value. I asked why it was funny and he said “my wife and I make a great living we don’t need more money.”
Ok – I’ll admit not what you would hear from a typical salesperson. Yet the salesperson had been working for the same manager for 3-years… WHY didn’t the manager know that? (so as the sales coach I asked) “oh he’s never asked me what I care about.”
THAT… IS… INSANE!
Making the comparison isn’t enough. You have to know what the people on your team care about for it to matter to them, not only to you.
side note: the salesperson really cared about status and the sales manager could have gotten him to do most anything using that result story vs. money.
Why It Matters
“Most importantly, you must understand their overall business goals. Then you need to illustrate how your solution will help them achieve their goals.” pg 13
To continue using our status driven salesperson as our example. Think about your company’s biggest award, IT doesn’t matter… the reasons people want to achieve it is what matters.
That is their personal WHY.
Make President’s Club > “What does that GET me?” > Success in my job > “What does that GET me?” > Accolades > ”What does that GET me?” > People who have helped me will see it is worth it > “What does that GET me?” > I will see that I’m worth it > “What does that GET me?” > Belief in myself.
While someone else on your team might have a completely different WHY:
Make President’s Club > “What does that GET me?” > Money > “What does that GET me?” > I can pay my bills > “What does that GET me?” > I don’t have to worry every month > “What does that GET me?” > Security for my family > “What does that GET me?” > Financial peace of mind.
It’s not going to be easy to answer the three simple questions Jeff lays out that will allow you to lead like your prospecting. It will be worth it to answer:
- why are you different?
- why are you valuable?
- why does it matter?
Please take a moment to check out Chosen Vision the charity that Jeff was supporting.
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