We've gone from don't wear a mask, to wear a mask, to wear 2 masks, back to no need to be masked and now back to wear masks indoors, even if you have been vaccinated. CDC Guidelines change almost weekly, often lack the science to justify their recommendations, don't take local conditions into consideration and are usually very confusing to say the least. Is it any wonder that there is so much pushback over their latest (as of August 2) guidelines?
At Objective Management Group (OMG), one of the 21 Sales Core Competencies we measure and report on also tends to confuse salespeople, is the cause of frequent pushback, but has thirty-five years of cumulative science to support the finding and our conclusions. Allow me to introduce you the competency called Supportive BuyCycleTM.
BuyCycleTM represents how salespeople go about the process of making a major purchase and there is a 100% correlation between how they buy and the behavior they accept from their prospects. For example:
Salespeople who conduct research before they buy are more likely to provide their prospects with all the information they want early in the sales process, without first making sure they are a good, qualified prospect. This results in A LOT of unqualified quotes that will never be won!
Salespeople who shop for the lowest prices are more likely to understand and help prospects who want the lowest price. This results in low margin business that can't be retained because it will be lost to the next company to come in with the lowest price. It's a race to the bottom!
Salespeople who comparison shop are more likely to understand and tolerate prospects who want to talk with them along with 3-5 competitors. This makes it difficult for salespeople to stand out and differentiate themselves from the others.
Salespeople who think a relatively small amount of money is a lot of money are more likely to understand and cave to prospects who claim that the amount they are asking for is a lot. As a result, they find it difficult to advocate for themselves, their offering and the value it represents.
Salespeople who need to think things over at closing time allow their prospects to do the same thing, opening the door for other, more aggressive competitors to take the business. This results in a much lower win-rate.
A new, sixth attribute is about to join the five original attributes of BuyCycleTM. Salespeople who dislike being sold or dislike salespeople in general tend to overcompensate and are terribly ineffective, resulting in prospects being thoroughly unimpressed. These salespeople don't seem to want the business!
I mentioned that there is a lot of pushback to BuyCycleTM. Some salespeople, whose BuyCycleTM does not support ideal sales outcomes, become very upset and emphatically deny that the way they buy has any impact on the way they sell. It does. It always does. But it takes time before they allow themselves to see it.
And the most important fact is that salespeople who do change so that the way they buy supports ideal sales outcomes, close 50% more business!
There is some very compelling evidence to back this up. Consider the following science:
|Competency||Top 5% Strong||Bottom 5% Strong|
As you can see, the top 5% of all salespeople are 2200% more likely to have Supportive BuyCycleTM as a strength than the bottom 5% of all salespeople.
Now that I have unmasked the science behind BuyCycleTM, perhaps there should be a mandate that salespeople change the way they buy until their BuyCycleTM supports ideal sales outcomes.
Image copyright 123RF