If behavior and attitude are the blueprint and belief system that OOH sellers exist in, then technique is how they go about their business. Technique is what you say and how you do it. The actions and words you use to have a positive outcome. Although governed by different rules, poor discipline when it comes to technique can have just as many negative effects as bad behavior and attitude. In this final segment of this 3-part series on Overcoming Prospecting Mistakes we focus on the Technique aspect of the Success Triangle and some of the most common mistakes we make as OOH sales professionals.
Improper Technique #1 Being unfamiliar with your talk tracks.
OOH salespeople should have a few things down pat, one of them being talk tracks. These are the words and phrases you use in a specific situation. You should be able to jump to the correct talk track at a moment’s notice, regardless of the scenario, and this goes beyond explaining the background of your company, where you have inventory, what avails you have, etc. You should have pre-determined language to help you overcome objections and lead towards purchase decisions with any client or prospect.
Improper Technique #2 Being unprepared for sales calls.
I’m afraid many of our long time OOH Sales Mastery clients get tired of hearing this from us, but it’s true! A call that starts well tends to end well. Productive sales conversations are predicated upon participation from both sides. As soon as you engage with a prospect, you want to cover the purpose of the meeting and verify how you will proceed with the expected duration of your time together. As soon as that has been established, layout the groundwork of your call and the topics you wish to cover. This will allow you to be sure you get through everything you wanted and will give your target the ability to know why you’re heading down the conversational paths that you do.
Improper Technique #3 Failing to uncover pain.
The quickest way to facilitate your clients’ OOH needs is to uncover their “pain points” and provide solutions. Conversely, if you fail to realize what those pain points are, you’re doomed to struggle from the start. If you struggle to enter into these conversations with your clients or prospects, imagine yourself as the “doctor of sales.” You need to ask good questions of your patients (clients) to determine what ails them. Never prescribe a solution before you completely understand the symptoms.
The three components – behavior, attitude, technique – as mentioned during this series are the foundation of the Success Triangle, but they aren’t the only contributors. Each of the three sides are connected to one another through specific methods.
COMMITMENT connects behavior and attitude.
This connection relates to maintaining loyalty to your cause in the face of adversity. Determine what drives you to be successful and continue to remind yourself of this as you navigate the ups and downs of a sales career.
CONVICTION connects attitude and technique.
This is the decision to set your feet in stone and not budge unless the position is mutually beneficial for you and the client. Before engaging in the OOH selling process with anyone, determine what you are and aren’t willing to compromise on.
CONSISTENCY connects technique and behavior.
This is the regular conformity to a plan that you have designed and are implementing. Another way of saying this would be “practice makes perfect,” but this extends deeper than just going through the motions. You must believe wholeheartedly in your process and maintain it with passion to be truly successful.
Prospecting can be a daunting task for any seller, but it’s an imperative if you want your OOH career to grow and develop at the highest level. By following the OOH Sales Mastery Success Triangle and maintaining proper habits surrounding your behaviors, attitudes, and techniques, you can avoid traps that the average seller may fall into.
To enjoy even more success, incorporate a mastery of commitment, conviction, and consistency, and you’ll be well on your way to redefining the way you add prospects to your funnel.
Need help with sales skills or coaching to take your out of home company to the next level. Learn more about OOH Sales Mastery at oohmastery.com or Contact Dan Nausley at dan.nausley@sandler.com, 423.702.5579.
Lisa & Dan Nausley and Reggie Piercy of Sandler Chattanooga have developed the OOH Sales Mastery Program after more than a decade of training/coaching thousands of OOH Operators across the country in sales, leadership, and executive coaching
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