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Sales Coaching to Translate Concepts into Actions

Author: CherylA.Clausen
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As you begin to learn how to sell you learn at a conceptual level. At that point everything you read and hear sounds pretty good. You know these ideas have worked for other people so they should work for you. That's only partially true. It is a fact that those ideas have worked for other people. It's also a fact that you aren't those other people and what worked like magic for someone else may not work at all for you.

That doesn't mean you are a failure, or that you can't sell. It does mean that you haven't taken a concept and learned how to adapt that concept to fit your particular situation and your particular attitudes and skills. And it means that you're having trouble translating a concept into actions.

Start by making sure you're very clear about who you want to attract and what you do. In my experience, if you're currently having problems implementing sales ideas in all likelihood your problems start here. You need to be very clear about who you want to sell to and you need to learn enough about those people to know exactly what they want and why. The more clarity you have about who and what the better job you'll be able to do communicating to your prospects in terms of the big thing they want to get when talking about what you do.

It's impossible to convey your value to prospects without this underlying understanding. Your prospects don't care about products they want to know about how to get their desired outcomes. So, never talk to them in terms of products because when you do you lose them. Avoid using a prepared presentation provided to you by the source of your products because the focus of those presentations is the product not the prospect. And that makes it very hard for you to have a selling conversation that results in sales.

Instead of focusing on your agenda and what you want focus on the prospect. As you learn about a new selling concept ask yourself how you would feel if you were on the receiving end of this idea. If you don't think you'd feel comfortable you won't feel comfortable when you try to translate that concept into action.

When you try it you'll see your prospect's negative or uncomfortable reaction, and then you'll know for sure it just isn't right for you and your situation the way you've implemented it. So what do you do, trash the idea? No, recognize you don't have it right yet because when you do it will feel like you and the prospect are in step moving together to the closed transaction like an army marching in cadence.

Identify how you could adapt this sales concept to better fit you and your prospect. There may be parts of your prepared sales presentation that have value and that you will want to work into your sales conversation at the appropriate time, but unless you're holding a group sales conversation with four or more people tank the presentation and learn how to translate selling concepts into real selling conversations. You don't hold selling conversations when you're doing all the talking and following a script. You do hold selling conversations when the prospect is doing all the talking and you're guiding them along the path to the end they want.

About the Author

Author: Cheryl A. Clausen can help you get unstuck. Improve your Sales Techniques, get her free analysis. Top producers use Sales Coaching, look here.