Recent research indicates the time it takes for a prospect to “size up” a salesperson and decide if they’re worth talking is considerably shorter than you would think. A few weeks ago I wrote about an article in the Wall Street Journal that said individuals can make lasting impressions about other people in a matter of milliseconds, not minutes.

If that’s true, how important is your initial appearance? Do you look sharp? Do you smile? Do you have a firm handshake? Do you look your prospect straight in the eye and introduce yourself with confidence and clarity? If so, you probably passed the first test.

So what’s next? How do you continue to separate yourself from the sea of salespeople your prospects have to deal with every month? Hint: People pay attention to other people they think have something important to say to them. Therefore, you should open your sales presentation by stating your purpose for being there in the first place. If it’s a first appointment with a new prospect, the primary purpose should not be to sell them your product or service. Instead, the primary purpose should be to meet the prospect, ask a few questions, let them ask you a few questions and find out if the prospect is really qualified and has a valid need for what you sell.

Furthermore, you will build genuine trust with your prospect if you state your goal is to help them get what they want, not what you want. They already know you want a sale or you wouldn’t be there in the first place.

What I’m about to say next is golden. It sounds so trivial; however, it’s one of the little things you can do that will separate you from 95% of salespeople who don’t take this next step. Ask permission to ask questions. That’s right – ask permission to ask questions and watch the reaction of your prospect. Chances are no other salesperson has ever asked them that question. Why ask? Simple – it’s a sign of respect for the prospect, and their answer is going to tell you whether or not they trust you. If they say “No,” you’ve probably moved too fast. If they say “Yes,” they likely believe you have something important to say to them.

But wait, there’s one more question you can ask to cement the trust you’ve started to build. Ask permission to record the answers. Salespeople in the classes I teach often say “Why do you have to ask that question? How many people are going to say no?” Once again, it all goes back to demonstrating respect for the prospect by doing something very few other salespeople do. These little activities don’t take much time, and they don’t cost you any money. However, they do earn you points in the competition from other salespeople.

A great sales trainer once told me that to win most sales you don’t have to be 25%, 50% or 75% better than your competition. On a consistent basis, you just have to be 2% to 5% better. How hard is that to accomplish? Not hard if you remember it’s the little things you can do that mean a lot.

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When both selling and teaching others how to sell is your profession, you really notice how other salespeople sell to you. Obviously, you (I) pay attention to their professionalism, their questions, their promises, their follow-up. And when my experience doesn’t match my expectation, I’m not happy!

Recently, my wife and I were visited by our pest control “specialist,” as we had agreed in our annual contract. This contract specified four visits, one quarterly, as part of our protective maintenance program. During this inspection, the representative said he noticed a puddle of water under our house. He attributed it to recent, heavy rains and asked if we had moisture problems. Not knowing of any, I asked to be shown the puddle, which he did. The puddle was about 4” deep and maybe a foot in diameter. We could find no leaks, no obvious sources. As we emerged from beneath my home, he began telling me I needed a sump-pump to remove this puddle and thereby prevent a host of potential problems. And – it just so happened – his pest control company installed sump-pumps! “Interesting,” I said, “I wasn’t aware that you did this.” “Oh, yes,” was his reply. “We do this all the time.” Curious, I asked what the installation cost was. Without hesitation, he quoted a price that, well, seemed very high, so I asked what was included at this price. He outlined his components, adding that installation could be done tomorrow; but he would need my authorization today to get everything arranged.

Not so fast, I said, voicing my concern with his price and zeal. Before I would commit, I would like the names of three references I could contact. “No problem,” he answered. “I’ll call you with names tomorrow.”

One week later, having not yet heard from him, I called him. “Oh yes,” he said, “I was going to call you tonight.” “No need to,” I said, “you can tell me now,” to which he replied he had only one – not three – right now. He said he would have two more references tomorrow and he would contact me.

Four days later, I called to ask what happened. He told me he was having trouble getting two more references. “Imagine that,” I said.

If you can’t really provide something, don’t mention it.

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Bill discusses the difference between good and lousy communication and how it relates to success.

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I know what you are thinking. It’s when we shake hands, complete the paperwork, deliver our products or services to our clients. Or for the straight commission salesperson, it’s when the check clears and payday comes. All too often, as professional salespeople, we only look at the end and not the process of getting there. Not every sales call, phone conversation or proposal results in a sale. I wish that was not the case, but that’s the reality we face as salespeople.

I recommend approaching the sales process as a series of objectives that need to be accomplished along the way to completing a sale. Start out by asking yourself this question “What is the objective of this sales call, meeting, or conversation?” If you accomplish that objective, you have just earned a WIN!!

It’s a mindset that top sales professionals have mastered (my opinion from observation).

Top salespeople understand the importance of staying on track, staying motivated and understanding that a successful sale just doesn’t happen on its own.

There were countless WINS along the way.

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