In Homer’s case, after employing his new innovation for only a few weeks, quite remarkably he noticed that his low-pressure approach was still netting him a closing ratio around 20 percent on his first sales calls. He also noted that, of those that did not buy the first time, nearly every prospect allowed him a second meeting. Amazingly, he found that more than 50 percent of these customers bought from him during the second meeting. Moreover, he has gotten referrals as a result of the trust he built with his clientele. He admits that he does not measure the results formally, he “just knows.” While it’s always better to establish some form of measurement, if success is obvious there is little need to question the value of an innovation.
3. Habituate. If Einstein’s statement about insanity is correct, then the converse implication also must be correct: Sanity is doing the same thing over and over in order to achieve the same consistent result. In other words, if you find a tactic that works, then the key to success is to repeat it habitually until a better method comes along.
Thus, in our example, Homer should continue to perpetually strive for a two-call sales cycle until the method stops working or a more successful way of doing things is tried. While he enjoys his success, however, he should continue to strive for new innovations that can make him even more successful.
The one certainty in our fast-changing world is that continuous improvement is necessary. Homer, for example, eventually will discover that many other salespeople also are striving to lengthen the selling cycle in his market. At that point, he will need to discover a way to stay ahead of the competition, such as offering more accessory items during the sales process. If he stops innovating, he may discover—too late—that other salespeople in his market are outselling him because they are more innovative.
As you get ready for the New Year, recognize that changes are based on subtle, incremental improvements to technologies and processes. Apply the same philosophy of incremental improvement and innovation to your selling skills, and step-by-step you will become an innovative Sales Leader and a pioneer that others try to emulate.
Rick Davis is president of Building Leaders Inc., a Chicago-based sales training organization. 773. 769.4409. E-mail: rickdavis@buildingleaders.com.
