Sales Process or Results? What’s more important?

Sales Process or Results?

Weldon “Wally” Long

Sales Process or Results? What’s more important? This is a guest post by Weldon “Wally” Long whom I greatly admire. Heed his words well!

In sales you have two things: The sales process and the sales result. The sales process is everything you do (build a relationship, identify problems, solve problems and ask for the order) and the sales result is every thing the prospect does (buy or not buy).

While the necessity for consistent sales results is inarguable, it is the process that delivers the results.

You have 100% control over how well you do your job and you have 0% control over how well the prospect does their job. Yes, you can influence your prospect (the better you do your job the more likely a prospect is to say “yes” to you) but at the end of day the prospect makes the ultimate decision about whether or not they are going to give you their money in exchange for your solutions.

I strongly recommend that you stay focused on how well you do your job. In other words, you have 100% control over how awesome you are. You have 100% control over how well prepared and skilled and confident you are on a sales call. So it makes sense to stay focused on those areas over which you have control.

Stay focused on what you can control.

Winners obsess on improving on what they control (the process) and whiners obsess on what they can’t control (the result). Be a winner – not a whiner.

Following a sales process is critically important to generate consistently great sales results. Let’s face it; during a sales call things can happen to knock you off your beam. An important call comes in that the prospect has to take. The prospect’s assistant comes in with some urgent matter. An important meeting has suddenly been called. There is no end to the obstacles that come up.

We need a process to keep us on track.

Once I was closing a training opportunity worth about a hundred grand when the prospect got a call during the presentation announcing that the sales training budget was suspended for the current quarter. Imagine handling that objection. Talk about a mood killer. Yet I simply stayed focused on my process, offered the client an option to do the training now and bill them the following quarter. Bingo! So much for that smoke screen, right?

People will come up with a million reasons to say “No.” Our job is to move beyond that and find just one reason for them to say, “Yes!” A process can help us get that done.

The distractions are even more frequent and bizarre if you are selling on someone else’s turf. Whether it’s windows, siding, life insurance, health insurance, mortgages, air conditioners, furnaces, carpet, remodeling, groceries, roofing, vacuum cleaners, or text books, selling on someone else’s turf takes a special breed of human being.

Things happen on a prospect’s turf that do not happen in our office where we control the environment. Sometimes the prospect’s wife will announce, “Dinner is ready!” just as you are entering your closing sequence. Sometimes the kids need homework help from daddy or mom at a crucial point in the sales process. Sometimes little Johnny needs daddy’s attention. Sometimes a dog relieves himself on your shoe.

Whatever the distraction it’s critical to have a process to follow to make sure you stay on track.

Obviously, sales results are an important component to your business and your income. But the sales results are a product of your sales skills and the process you deploy to leverage those skills. So stay focused on your process and execute on a consistent basis. The results will take care of themselves.

______

After learning Tom’s sales strategies from books while sitting in prison, Weldon Long became a lifelong fan and student of Tom Hopkins.

As result of following Tom’s teachings, Weldon is now a successful entrepreneur, speaker, and author of the NY Times Bestseller,  The Power of Consistency – Prosperity Mindset Training for Sales and Business Professionals.  Weldon has had the privilege of speaking alongside Tom more than a dozen times. For more information visit www.WeldonLong.com

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