Not long ago at a leadership conference, a manager shared the following story about one of his tenured salespeople.
During a typical field day, they were doing “rounds” to catch up with some of their existing customers, as well as trying to connect with some potential customers that they were unable to get time with to discuss their products. In one particular scenario, an existing customer with limited interest happened to turn the corner and approach them. In some cases, when the customer, existing or prospective, see’s a salesperson, they tend to alter their path and possibly walk the other way. But in this case, the customer approached and simply asked, “What’s up?” For some unknown reason, the salesperson hesitated and didn’t respond immediately. This caused the manager to jump in and start the conversation. Eventually the salesperson re-engaged and they completed the call. After this occurred, the manager asked the salesperson, “What happened?” The salesperson was somewhat embarrassed and replied, “The customer surprised me!”
Most of the managers and sales executives at the meeting related to the story. There is a good chance that this scenario plays out more often than expected. This situation is one of the key findings in our research about what gets in the way of professionals rising to the next level. Most professionals do not realize the predictability of the people that they converse with. As a result, they are unable to accurately anticipate the customer’s comments and respond as effectively as possible.
Predictability or tendencies are concepts prevalent in sports. Teams, coaches and players will watch the films of their opponent. They study their patterns and put together a game plan. However, most mid-level performers don’t anticipate what the customer (existing/prospective) is going to say, do, react or respond.
Fortunately, this can be easily resolved. Most customers are highly predictable. There is a good chance that 80 percent of customers open conversations the same way. As a matter of fact, most customers end the conversation in a similar manner. Given some consideration and study, salespeople should no longer be surprised! Let’s further the sports analogy. Let’s take football for an example, or it could be any sport. If you were the defense and every time the offense lined up to run a play, you knew they would run one of four plays. Would you not be the best defense? The same thing is happening in sales calls, the boardrooms and everywhere else. With a little preparation and anticipation, you can predict the same four or five opening comments you receive from a customer, as well as the same four or five closing comments they state.
Top performers are not surprised, they tend to be prepared. Top performers can anticipate how the conversation will unfold. Customers, more often than not, simply say the same highly predictable greetings, comments and responses. For this reason, the element of surprise should vanish. With a little forethought and anticipation, you can almost map out what a customer will say to you. At times there will be some variation, but for the most part, they will say and do the same things. The customer, executive, or business professional are not original thinkers. They say and do the same things day in and day out. It is incumbent upon a top performer to realize this pattern is occurring. As a matter of fact, this could become a game. It becomes fun to realize that the difficult person across the desk will say the same thing to you and everyone else. Predicting these comments, positions and statements will give you an advantage. This is an area that will help separate you from the rest.
Charles D. Brennan, Jr. is president of Brennan Sales Institute.
