I love sales like no other profession. From the start, I always sought to discover why very few salespeople were successful while others struggled so much. It was only after having year after year of ups and downs that I finally discovered the underlying secret it takes to succeed in sales.
Why do so many salespeople fail?
How can an individual come along with the same products, services, and pricing and suddenly become successful? What truly separates the winners from the losers?
If I’ve said it once – I’ve said it a million times. Yet, the complicated answers we seek are most often coated in simplicity. Because the real secret to having sales success is creativity, that’s it. Pretty simple, right?
This is not to undermine hard work, sales training, reading, or seeking outside sales coaching or mentoring. On the contrary, these elements are extremely important and will enhance your ability to be creative. But if you don’t have the ability to make plans or strategies and find creative ways to implement them – there is a good chance you will struggle.
To put this in the proper perspective, think about the following situation. Pretend two individual salespeople are throwing balls at a target. For every strike they throw, this equals a “sale.” One of these salespeople has 50 balls to throw at the target on the wall. The other salesperson only has only twenty.
The “hard-working” salesperson has fifty – but is wearing a blindfold. The “creative” salesperson has only twenty but has a full view of the target because he has taken the time to see what is in front of him clearly. Who do you think will hit the target more often?
The most common strategy (usually the only strategy) that is used to gain new customers for most salespeople is purely based on activity. The more calls you make, the more sales you make – right? However, this model of throwing everything you can at the wall and hoping something sticks is very inefficient. Wouldn’t you rather see the target so you can hit it?
You must be creative in sales business
I’ve been fortunate enough in my career to meet lots of great salespeople along the way. However, the salesperson rarely makes the most calls the most successful in the bunch. Rather, the salesperson takes each individual situation and creates a unique plan of attack for a prospective customer who will succeed most often. With this in mind, make sure you approach each sales situation you come across with one of your greatest weapons – your own creativity.