I’m a big fan of Mark Fitzgerald, a Sandler Sales Trainer based in Tampa, Florida. I first met him at one of the Connectwise Summits and was mesmerized by his command of the strategies, tactics, and philosophies of sales. I read his newsletter; you should to (I’m not sure how to sign up for it other than emailing Mark at mark@saleskills.com.
Here is a recent essay from him on the economies impact on the sales cycle. Thanks for keepin’ it real, Mark!
The world is the way the world is. The stories change to protect the innocent. That is, we like to embrace stories that shield us from the not so comforting instantiation of reality in all its nakedness. Social beings that we are, we conspire in group-licensed narrative. Nodding, repeating the mantra we commune. It would be amusing save that it’s become so tiresome.
I like a good story as much as the next guy. When I was a kid my mother used to read to me. I fancied Winnie the Pooh and the L. Frank Baum books (of which most people know only the Wizard of Oz). In those days I could happily enjoy the exact same tale again and again. Indeed, I insisted on it. I’m sure now that it must have driven my mother crazy. She never let on. “Mothers are like that… yeah they are” (Bayer aspirin commercial circa 1963).
Fast forward to 2009. I’m no longer so easily amused. I still like stories but my brain now craves variety. Additionally, my “willing suspension of disbelieve” has atrophied somewhat since childhood. Being a salesperson has sharpened my sense of familiarity. That is, I not only recognize when I’ve heard a story before, but I also hear it for the falsehood that it so often is. What surprises me is how many people who should know better don’t.
Here’s the current best seller. “The economy has people scared and they’re afraid to make a decision.” The evidence for this is one or another statement made by prospects that sound like these:
We’re going to look around a little more.
That sounds good. Let us get back to you.
We like your solution the best of any we’ve seen. Just give us a little time to get things together.
Call me next week.
Story of the year: The prospects above are having trouble making decisions. Reality: they already made a decision and it’s “No”. “No” with packaging for the consumption of the salesperson is still “No”.
Earth to salespeople: It’s no harder to get people to make decisions than it ever was. In a time when people have less money (we are in such a time), fewer will buy and we’ll have to prospect more to find the ones who will. The story about people having a hard time making decisions might make salespeople feel better, but it won’t make you any richer.
People have a lot of ways to say “No”.
And that’s the way the world is.
