Foundations of Achievement

David Byrd : Raven Call
David Byrd
David Byrd is the Founder and Chief Creative Officer for Raven Guru Marketing. Previously, he was the CMO and EVP of Sales for CloudRoute. Prior to CloudRoute, He was CMO at ANPI, CMO & EVP of Sales at Broadvox, VP of channels and Alliances for Telcordia and Director of eBusiness development with i2 Technologies.He has also held executive positions with Planet Hollywood Online, Hewlett-Packard, Tandem Computers, Sprint and Ericsson.
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Foundations of Achievement

This has nothing to do with SIP Trunking, the IP Community or even Broadvox. However, it can change the way you approach selling in general. Dave Hibbard's Foundation of Achievement is a discussion on improving the existing sales model of cold calls and unqualified meetings. With regard to cold calls, it is important to not only reach the right decision makers or at least those key influencers, it is also important to know what to say and how to say it. This is referred to as the Mechanics of selling.

I believe many of us would agree that Tiger Woods became the altar boy for golf mechanics in his well-publicized work with Butch Harmon. We all know that Tiger can swing any golf club but even he would play 18 competitive holes and then return to the driving range to hit an additional 100+ balls. He was constantly working on his mechanics.

Sales mechanics consist of the following:

1.       Making contact. Identifying and reaching the key influencers and decision makers. This has become easier as lead lists and other sources have become better.

2.       Value Statement. After reaching the right people, do you know what to say? Can you say it in a couple sentences? Will it deliver the right message to the recipient? Also, important, can you say it properly. I listen to so many people who stumble, or misspeak their company's messages and wonder do they hear themselves? I am not alone. Learn the message and practice your verbal skills.

3.       Objective. Have an objective for the contact. A sales close, a follow up meeting, a budget qualification, etc. If you catch the car, know what your next step is.

4.       Qualify. Qualify. Qualify. The most frustrating thing about 90% of sales pipelines is the lack of qualification. This is why we see huge amounts listed as pending or potential sales but continually see performance well below those estimates. Someone asking for additional information or requesting a meeting does not mean it is a qualified call. I remember an example given years ago about a business manager in Iowa that accepted a meeting from a cold call. The sales person travel for an entire day flying and driving to get there and found the contact had no interest. He was merely impressed that anyone wanted to meet with him. Qualification methods need to be established for the product being sold.

5.       Appointments. Plan for them. When the follow up call or meeting is established with a qualified contact. Develop a plan for your appointment. Know what you want to achieve from the appointment and direct your activities towards that goal.

Selling By The Number plus Luck is not going to work during these times or any other. Selling Smarter and better is the first block for a Foundation of Achievement.

Friday's message will cover the next two blocks, Vision and Story.

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