I’ve been playing golf for years. There are a few similarities about the game of golf and the world of selling.
Each day salespeople take on the challenge of connecting with their prospects and customers. Let’s say there are 18 calls in the day. The goal on each is to advance the sale to the next step and through a series of steps develop a buying decision or disqualify them as a potential customer.
In golf we start at the tee and advance the ball through a series of shots, onto the green and into the hole. In sales, a professional approach moves through a series of steps, developing rapport and trust, gathering information, qualifying for need, budget and decision-making ability, making a presentation and coming to a decision.
I used to hold the golf club with the same grip I’d use to hold a baseball bat. The result was I would slice the ball and end up in the woods. A friend suggested I try a new grip. The new approach was uncomfortable so I went back to my old, familiar ways. I finished that season frustrated with my performance.
At the start of the next season I decided to take some lessons and forced myself to use the new grip. After several weeks this new approach began to feel more comfortable and after many weeks it felt normal. The results were great.
The key to success is to find what works and keep using it. Whether it’s a new golf grip or a new questioning technique, the only way to excel is to own it. You’ll only own it by using it and committing to stick it out through the discomfort. Most salespeople fail because they say and do what comes naturally, rather than what works.
Today, buyers are savvier than ever; they have their own system for buying and dealing with salespeople. If salespeople don’t have a system of their own, they likely will defer to the prospect’s system. You can be part of someone else’s system or you can be part of your own.
Learning new skills and developing the positive attitude and needed behaviors is not easy. You have to leave your comfort zone to adapt to new techniques. It takes time and a real desire for different results and a realization that if you do nothing you’re going to continue to be in the rough and losing balls (sales).
Professional golfers continue to be coached and constantly work at becoming better, knowing that if they don’t there will be someone else on the tour who will be. Are your sales results good enough? Is there a desire to work at being better? Can you really improve your score (sales) if you simply keep doing what you’re doing? Is there a better way?
The traditional salesperson looks, acts and sounds like a salesperson. As soon as they begin, the prospect’s defenses go up. How do you differentiate yourself from the other 25 competitors selling basically the same thing? Sales is a slight edge business. What will make you slightly different?
In golf you have to make the right club selection and hit the ball correctly to make par. In sales there are seven steps in the selling system. They must be executed flawlessly and in order, never missing a step and never going backward to be successful. As you increase your skills, develop your attitude and deliver solid behaviors, you will be more successful in sales and in golf.
Enjoy the game.
