(By Loyd Ford) Last week we talked about turning around a sales slump and I stayed on the turf of nuts and bolts, but we all know that sometimes a sales slump – maybe often – is psychological. So, let’s address that more directly.
“Everyone takes their turn in the barrel.”
When you are down on your luck or you are depressed, it’s easy to feel you are in a rut. At the same time, people who are in a rut often think others can’t see that because they “put a face on it.” But that isn’t largely true. People can sense when something isn’t right.
In sales, we are often judged by what is happening this week. We live in the now and our value is often seen only in the current conditions. This can certainly negatively impact your psychology if you are not most careful.
How do you pull out of a slump beyond the nuts and bolts?
- Recognize that everyone hits a “slump.” It happens. Because it happens to everyone, don’t attach your value to a slump. In other words, take away from the emotional damage and focus on productive thoughts.
- If “every seller hits a slump,” then the gravity rule applies. Say whatever you want, but on Earth, gravity applies to everyone. Things don’t stay the same here. What goes up must come down and what goes down can and often comes right back up again. Don’t tell yourself it’s you.
- Stop focusing on sales. That’s right. I said it. Instead of focusing on current results or even the exchange of selling or your need to sell, focus on the activities that generate sales. Make sure you are doing the prep, the cold calls, the appointments, and the follow-ups that consistently result in productive selling. Here’s why: the quality of those activities is better evidence of who is a great seller or how your next sales cycle will turn out.
- Shake up your routine. Do things differently. Cold call on Wednesday afternoons? Set up a different pattern where you cold call early on Tuesday and Thursday.
- Seek a mentor. Find someone who can consistently encourage you and encourage the behaviors that lead to more sales. Encouragement should not be taken for granted. When someone is encouraged they become almost purely unstoppable.
- Let go. Turn your demons loose and stop focusing on the slump. Fire your slump! Push it out of your brain. Researchers say your brain cannot think two things at once. So, turn your thoughts to activity and work to enjoy the process of seeing more people, making more connections, and making more presentations that solve problems.
- Finally, know that every slump comes to an end. Yours will, too. Your attitude is your most powerful strength. Work it like weightlifting. The more you lift, the better you feel. Take charge of your slump by replacing it with the knowledge that your activities will overcome it.
If you haven’t figured it out, I am an encourager. And I’m not wrong. Despite everything you’ve heard, sales is not about the exchange. It is about hearing your potential clients, listening for key opportunities, and being able to seize them. What you sell is rarely about the seller; it’s about the prospect. Revenue is not king (as everyone says). What people want is king. Being a great seller is like being a great detective: Find out what they want and give it to them. Do that and you will be saying, “What slump?” To read part one, simply click here.
Loyd Ford is president and chief strategic officer at Rainmaker Pathway Consulting Works (RPC). They help local radio with ratings and revenue. Reach him anytime at 864.448.4169 or [email protected]. Read Loyd’s Radio Ink archives here.
