“SO, WHAT’S YOUR
SALES SIGNATURE?”
DAVID RUBINSTEIN
EDITED BY
JIM OLSON
It’s not the latest pick-up line! But the answer may determine the quality of your sales calls.
There are only three (3) things that come out of the mouth of a Seller.
· Gottems: Product knowledge, its technical aspects and application.
· Opinions: Things we think, feel and believe.
· Questions: Always remember to listen to the answer.
It is really important to know what we’re saying before we say it. And, it’s essential to have a plan going into a meeting. How many of us have such a plan? And, how often do we actually practice before we show up? My experience is that few of us do either of these things and end up “winging it.” How comfortable would you feel if your dentist did the same thing?!
A Sales Signature is established by the ratio of Gottems/Opinions/Questions we deliver while on a sales call. Everyone has heard stories of young wannabe football and basketball coaches who spend countless hours in dark rooms breaking down video-tape of players. Although such drastic measures may not be needed here, there is much wisdom in the process. I suggest an on-going video tape role-play program so that we can understand what is happening and what changes should occur in the sales process.
To get a “feel” of the sales call and truly understand our options, try this:
· DO A ROLE PLAY WHERE YOU CAN ONLY TALK ABOUT GOTTEMS. I was with a Seller who insisted on going into an incredibly detailed explanation of how an engine in a forklift worked. Talk about boring! An English professor, after bestowing a “C-” on my mid-term paper, told me that “humor, like salt, should be used sparingly.” I use that theory with regard to Gottems. Imagine a world where “Gottem-dumping” is minimized!
· DO A ROLE-PLAY WHERE YOU ONLY EXPRESS YOUR OPINIONS – THINGS YOU THINK, FEEL OR BELIEVE. If you want to “opinion” your way through a sales call, watch out. Who’s opinion is more important – that of a Seller or that of a Buyer? The Buyer’s position always wins – ALWAYS. It’s what they think, feel and believe that’s most important.
· DO A ROLE-PLAY WHERE YOU ONLY ASK QUESTIONS AND LISTEN. Now, we’re getting somewhere.
Now, do a series of cold-call role-plays. Break-down the tape by tracking the percentage of each of the trio used. For example, on the first go-round, you might discover that you’re using 30% gottems, 45% opinions and 25% questions. Go again and try to get to 55% questions. And, then to 70%. This is the type of practice that will pay off for us on the next sales call.
I have always tried to stay away from opinions and use Gottems only after I understand what the Buyer needs. It’s the mixing of these ingredients which will produce the most effective sales call. So, be aware of what you say, prepare for your sales calls and make certain that your Sales Signature is what you want it to be.
What do you think?
Good Selling!
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