5 brutally effective sales coaching secrets top salespeople won't tell you
More than 25 years of sales management and sales coach I can say with confidence that the secret to successful sales is not just product knowledge or "aggressive" sales techniques. Those of us who build and coach sales teams every day know that to make a real breakthrough, you need methods that most salespeople have never even heard of.
1. The "Emotional Map" technique - The secret language of decision makers
Most marketers still focus only on product features and pricing. But we take a completely different approach: the "Emotional Map" technique. This is nothing less than the mapping and conscious use of the emotional motivations of the decision maker.
We recently implemented this method in a SaaS company.
The result?
The sales team 47%-increased its conversion rate in three months.
How?
Rather than bombarding customers with the usual technical parameters, they first explored the personal motivations and fears of decision-makers.
The process of making an Emotional Map consists of four main steps:
- Mapping the career goals of the decision-maker
- Identifying fears arising from your position within the organisation
- Learning about personal motivations and values
- Understanding corporate culture and internal dynamics
In our coaching process we place particular emphasis on teaching salespeople that behind every decision-maker is a man some people have personal goals and fears. When this is understood and applied, we see a dramatic change in results.
2. The "Three Questions" rule - Preventing objections
In our experience, sellers 80%-you start presenting too early. Instead, we apply the "Three Questions" rule: before each presentation, we ask three key questions that reveal the client's real needs and potential objections.
Example from my personal experience (Rob): using this method to sell financial software to one of our clients, we found that the main deterrent was not the price, but the perceived risks of implementation. This information took the negotiation in a completely different direction and ultimately resulted in a successful deal.
The three key questions we always ask:
(It's okay if the question seems too general, and the purpose is to make sure that the client really says what is on his mind and relevant to him...)
- "What would be the ideal solution for you?"
- "What previous experience do you have with similar solutions?"
- "What is stopping you from making a change now?"
These questions are not only used to gather information, but also to help the client to see his/her situation and needs more clearly.
3. The "Reverse Presentation" method
This is perhaps our most astonishing technique - it's perfectly obvious and many of us use it, but most of us start the other way round. Rather than presenting our product in the usual way, we go in reverse order: we present the results first, then the process, and only then the technical details (the latter only if the client side is or has professionals sitting/ sitting among them, senior managers are rarely impressed).
We recently worked with the sales team of a manufacturing company where we implemented this method 35%-The proportion of clients who moved on after the first hearing increased by Feedback from customers is that this approach has made them more aware of the expected business benefits.
Of course, it has not been easy to change the "tried and tested" habits of traders, but the more innovative, opinion-driven salespeople positive experienceai became more of an attractive example than a source of opposition.
The structure of a reverse presentation:
- Presentation of business results (ROI, return on investment)
- Implementation process and timing
- Resources and costs needed
- Technical specifications and details
This approach works so well because the human brain absorbs information better when it is asked "why" first, and then "how" and "what".
4. The "Active Silence" technique
We experienced coaches and sales coaches know: silence can be stronger than any argument. The "Active Silence" technique is to deliberately build in 3-5 second pauses after key information.
It is perhaps one of the most important and indispensable sales techniques, and it is the most effective in terms of results for the short time available!
Not only does this give you time to process the information, but often customers will make the arguments we have prepared for them.
My personal favourite is the negotiation where the head of a multinational company made the argument that I had originally prepared during the silence.
The result?
Immediate conclusion of a contract 54 million for the project.
Active Silence is particularly recommended in the following situations:
- After presentation of a quotation
- Following the presentation of complex technical solutions
- When the customer raises an objection
- When reviewing the contractual terms and conditions
In the Sales trainings, the sales development or at client request, we practice this technique in our coaching sessions, because most salespeople are instinctively afraid of silence and would immediately break it and usually do.
5. The "Next Step" paradigm
Most account managers are still focused on the current "sale". But we teach: in every meeting focus on the next step. This change in approach will dramatically change the results.
Implementing this method at one automotive supplier 28%-The share of repeat purchases increased by
The secret?
At the end of each meeting, we agree on a specific, time-bound next step with the client.
The design elements for the next step:
- Specific date and location
- Clarify the purpose of the next meeting
- List of tasks to be completed by both parties
- Identifying the next step in the decision-making process
Essential elements of the coaching process
To master the above techniques, structured training/development / coaching process is used:
- Individual skills assessment
- Preparing a personalised development plan
- Practical training in small groups
- Practice in real situations with guidance, mentoring
- Regular feedback and correction
- Optionally Shadow Coaching (optional, but brings the biggest improvements!)
- Measuring and evaluating results
The very short gist of the above
These techniques are not theoretical constructs - day we put them into practice every day. The key is not to follow each method mechanically, but an intelligent combination of them, tailored to the individual and the situation.
We sales managers and coaches know: sales coaching secret, the secret of real success lies in continuous improvement and the courageous application of new approaches.
Let's not forget: the sales is not only a profession, but also an art. And like all art, success depends on the details. Use these techniques wisely, and the results will not be missed!
