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Don’t Go Into the Woods!

Horror Stories from the Sales Field (2014年3月12日)

It is a damp night, fog rolling in. A wolf howls as eerie music plays in the background. A woman appears, blood on her hands. Alone and scared, she stumbles out of the house and down creaky stairs, looking out across a wide yard. At the edge of the yard is a dark entrance to the woods. The woman looks around, then heads slowly toward the woods.

If you are sitting in the movie theater, what are you saying to yourself, maybe even yelling at the screen? “Don't go . . . Don't go into the woods!”

Now picture this: Alex is pursuing an opportunity. In several discovery meetings, Alex gains a lot of information, but not much understanding. The actual problem is not clearly defined. There is no evidence the project is strategic to the company. One contact says there is funding; another says there is no funding. Priorities seem to change with every conversation. What will Alex do?

“Don't go . . . Don't go into the woods!” Many times, the signs are as clear as a cheesy horror movie. You should really rethink your decision to continue, but the reality is that most salespeople will continue to pursue the opportunity because of the time and effort already invested.

How do you decide to pursue the right opportunity? It is actually quite simple to say, but hard to do.

Three Questions to Ask:

Will the customer buy? The signs are usually clear. Is there strategic importance, a compelling event, or a budget? Without these three things, it is just an entry into a dark woods.

Will the business, if won, be good for my company and me? Salespeople tend to focus on the time and resources already invested when they should be focused on the costs to deliver and support the sale. If this has potential at becoming the “customer I wish I hadn’t gotten,” then rethink entering the woods.

Finally, will the customer buy from me? The question is not will they buy, but will they buy from you? Is a competitor better aligned with the customer on value? Is there a competitor with an inside tract? Are you offering a clear competitive advantage? If not, that dark entry to the woods may just be a dead end.

Consider each question in order. If you don’t know the answer, find out. But if there is compelling evidence that the answer is no, then don’t do it . . . Don’t go into the woods!

作者介绍
David Yesford

David Yesford

David Yesford担任Wilson Learning全球高级副总裁,在制定和实施人力绩效解决方案领域拥有超过27年的经验。他为客户在战略方向和全球化视角方面带来了宝贵的经验。David曾参与销售及领导、在线学习和战略咨询领域的核心内容设计。David目前也是Wilson Learning全球执行委员会的成员。他曾担任中国和印度的总经理职务。他是多本书的特约作者,包括《双赢销售》,《灵活应变销售》,《社交风格手册》和《销售培训图书2》。David是一个活跃的全球演讲者,并在美国、欧洲、拉丁美洲和亚太地区的商业刊物发表了大量的文章。

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