Your tools will consist of: a playbook, a binder with all scripts, a concept book, and a way to track and follow up with clients and prospects. Your playbook will include everything, but not limited to company policies and procedures; how you start your day; how you find, contact, and follow-up with prospects; how to build long-term relationships; and how you end your day. It’ s basically something that you can hand to a brand new person and they can be up and running once they have a general understanding of it. A binder with all scripts contains all prospecting calls, presentations, answers to objections, and all other items you need to convey to prospects and clients. Your concept book will contain all your“ evidence”: testimonials, user lists, reference letters, endorsements, articles, guarantees, examples of where your product or service was applied with successful results, and all documentation that supports any claims you make during your calls. Finally you need CRM( client relationship management) and PRM( prospect relationship management) systems in place. These don’ t have to be super-complicated or even computerized, they just have to be effective. I have one sales rep who uses a yearly planner, 3 × 5 index cards, and an excel spreadsheet. Again, the keys here are that you have a system and that it’ s effective.
Ingredient # 3: Follow the Plan and Make Adjustments
Once you have your plan, get into action as soon as possible. Notice what is and isn’ t working and make adjustments. Remember, imperfect action is better than no action. The biggest problem I see with putting a system together is that some people become perfectionists and as a result are never ready to take action. Take action every day, even while you are putting your system together. Do not stop everything you’ re doing and decide you’ re going to wait until you have the perfect plan in place. Do sales activities every day whether a plan is in place or not.
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John Chapin
John Chapin is a motivational sales speaker and trainer. For his 5-Steps to Sales Success report and monthly newsletter, or to have him speak at your next event, go to: www. completeselling. com. Chapin has more than 32 years of sales experience as a number-one sales rep and is the author of the 2010 sales book of the year: Sales Encyclopedia( Axiom Book Awards). Email: johnchapin @ completeselling. com.