By Michael R. Nelson
This issue of Snow Business focuses on snow and ice all-stars, the people in the industry that work tirelessly to make their companies successful. A good sales team and processes go a long way toward that success.
Here are my thoughts on some qualifications of a sales all-star. If you disagree or feel I missed something, I hope you will email or message me on GoPlow.com. I value your opinion, and I love a good debate.
Sales all-stars:
Prospect. An all-star spends a significant amount of time prospecting for new clients through cold calling, networking and asking for referrals. Are you picking up the phone? Are you spending time in your community building your company’s presence and reputation at networking events? Do you ask for referrals, and are you getting them?
Continually look for ways to improve their service with existing customers. We have a system in place to call clients throughout the season and find out what they think about their service. We use a 0-10 scale with 0 being “they hate us” and 10 being “we can do no wrong.” When it is lower than a 10, we find out why and we fix it. When it’s a 10, we find out whether there are other ways we can service them ($$) or ask for a referral. What are you doing to improve and continue your clients’ service and relationship?
Listen. Most salespeople sit with a prospect and list all the reasons the salesperson thinks the prospect should do business with them. But if you are telling the prospect what he needs instead of listening to what he believes he needs, you may miss something that could get you the business. If during the conversation you believe the prospect missed something that may be important, ask. Let them tell you whether it is important—do not assume.
Have goals and a plan, and then track it. How can you know what to sell and whom to go after if you have not identified your goals? How can you know where to begin to accomplish those goals without a plan? How do you know if your plan is working if you cannot track what is happening and measure it against your goals? An all-star has written goals, a written plan and some system to track what is happening in order to figure what works and what does not. What’s your plan? Or are you throwing a bunch of stuff against a wall to see what sticks?
Know how to respond to “no.” At the SIMA Build a Bid seminar in Philadelphia, LandOpt’s Dave Gallagher hit the nail on the head when he said: “ ‘No’ is just the starting point for a new set of negotiations.” I could not agree more. When a sales all-star hears the inevitable “no,” he or she does not tuck tail and run. Rather, a sales all-star uses “no” as a way to continue the sales process. The last time you heard “no” from a prospect, did you call it quits or did you say, “Mr. Prospect, I appreciate you giving me an answer and not an ‘I’ll think it over.’ Before I go, can I ask you a question?”
If your salespeople aren’t knocking it out of the park, you may be leaving money on the table. I encourage you to look at your sales team and see where there is room for improvement.
Michael R. Nelson is director of new business development for North Country Snow & Ice Management in Glens Falls, NY.
