Playing for second place does not sound like much fun, does it? That is especially true in the world of sales, where your paychecks, commissions and bonuses are directly tied to your ability to be number one.
In working with sales leaders, I find there’s a balancing act, as the culture within your organization may not support a second place mentality. Depending on circumstances you may only have one chance to close the sale. Yet, many of the sales teams I work with now have several competitors, and working with the decision makers entails a multi-level sales approach, often increasing the length of the sales cycle. Thus, sales people are positioning themselves for second place.
So what traps should you be watching for when you secure second place?
1. How much time and energy do you spend when you’re not recognizing sales?
2. How well are you protecting your position as the “backup?”
3. Are you still moving forward in the sales cycle, or, are you waiting for number one to drop the ball or make a mistake before you earn the right to be in first place?
Many times I see the third point happen, unconsciously, and the sales cycle continues to be delayed until a big enough mistake occurs and the customer begins to evaluate other vendors.
So what can you do if you’re currently holding the second place position and waiting for someone else’s mistake to vault you forward? Take a look at the checklist below and see if any of these ideas will help you.
1. Are you continuing to gather key client information? Are you evaluating information and looking at alternative solutions to identified problems?
- I find that many sales representatives overlook their client’s needs and focus on the features and benefits of their products or hedge that they can provide better service than their competitors. While this may be true, you can improve your odds for increased success by focusing on current or potential problems and finding ways to fix them.
Key Point: Are you asking questions and gathering information?
2. Forgetting to ask for the sale.
- After spending time with the sales leader, I almost always find there was an opportunity to ask for the business, yet it did not happen. Typically I see the following reason as the primary issue that creates this cause / effect occurrence.
- Some sales leaders believe the best way for them to earn a client’s business is when someone else makes a mistake. They find it difficult and even challenging to ask for the opportunity. Unconsciously they believe there’s still more that needs to be done before they have earned the right to ask for the business. I find there’s a resistance that they’re unaware of, that keeps them from moving forward. (Please click the following link and view the “Earn Your Way” triad: http://trinityperformancegroup.blogspot.com/2011/06/sales-leadership-how-we-approach-others.html).
Key Point: Is it possible you have already earned the right for the business but may be holding back as you feel compelled to do more?
3. Not spending enough time with these accounts that fall on your own “second place” list.
- Typically I hear stories from sales leaders that indicate they may only call on their “B” list of accounts a couple of times a year, fearful that they may not have a realistic chance for their business. I often hear how they are surprised by news or information that would move the sales process forward but hear it through an alternative source or “after the fact.”
Key Point: Are you spending enough time with accounts that may have positioned your competitors on their vendor list? What potentially holds you back from being added to their vendor list?
Typically I find that sales leaders can lessen self-imposed obstacles by addressing one or more of the areas listed above, and almost inevitably we find there’s an opportunity for sales with clients that have pegged us as only number two.
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