December is here and that means Q4 is coming to a close. More importantly, it means that Christmas and a whole lot of quality time with family is right around the corner.
So I wanted to take this opportunity to write an article on some timeless lessons that every SDR and salesperson can take to the bank. If you’re hitting the phones this holiday season, be sure to remember the sales wisdom I’m sharing today. And if you lead a sales team, be sure to spread the word by sharing this post with them.
It’s the 12 days of Christmas cold calling edition. Don’t worry, there are no turtle doves or partridges in pear trees. Here’s how it works: There is a sales principle for each day, and I want you to work on each principle throughout the month. Day one is “Mindset” — so you’ll work on your mindset for one day. Then work on the next principle the following day. And so on and so forth. Be disciplined, hold yourself accountable, and make it happen! If you stick with it, you’ll be ahead of the game as 2023 rolls around.
Now let’s get right into it with perhaps the most important principle in ALL of business and sales: Mindset. Is. Everything.
Day 1: Be the Master of Your Mindset
Success in sales is all about having a winning mindset. Wake up each morning and immediately reflect on things you’re grateful for. Throughout the day remind yourself that you belong here and you have what it takes. Act as-if you’re the top salesperson in your company and in your entire industry. Find a mentor and follow in their footsteps. Make incremental improvements each day. This is how you master your mindset. For a deeper dive, read my article on Cultivating a Winning Mindset.
Day 2: Focus on Inputs, Detach Yourself from Outcomes
Desmond Tutu once asked: “What’s the best way to eat an elephant? One bite at a time.” Sales is the same, you must focus on one call at a time. You can think about macro goals and sales quotas, but don’t let this be your focus. In fact, try detaching yourself from all outcomes and instead think only about the inputs (one cold call = 1 input). Inputs first, and outcomes will follow. Easier said than done, but this is a secret of the pros.
Day 3: Be Cordial but Confident
Gone are the days of pressuring prospects into becoming buyers. High-pressure sales, big egos, and a sense of entitlement are losing strategies today. The c-suite expects respect. And we must give it to them. So I always recommend being cordial but confident. No need to kiss butt (in fact, don’t). Just get on the phones and be a bright spot in their otherwise dreary day.
Day 4: Build Relationships
If you make it your goal to build relationships all day, you will be light years ahead of most SDRs and account execs. After all, you don’t close a sale, you open a conversation. So instead of going into calls with the sole purpose of putting a meeting on the calendar, make sure you’re also sowing the seeds of long-lasting business relationships. Trust me on this, the business world is not linear; a prospect who never works with you could eventually bring you multiple clients three years from today. You just never know.
Day 5: Don’t Pitch Anything but Time
Now remember not to pitch your product or service on the cold call. Instead, your currency is TIME. You want to put 15-30 minutes of their time on the calendar. If you pitch your offer before you build trust and mutual respect, well, you’ll be lucky to get a positive outcome. But asking for minutes of their time won’t cause them to close up like a clam. And remember, permission-based asks are most effective. When it’s done right, asking for an executives time is a subtle power-play that almost guarantees a favorable outcome.
Day 6: Sell to Your Buyer’s Wallet, Not Yours.
Most newer salespeople — and even many seasoned salespeople — have a hard time selling high-ticket products or services because it seems like so much money. Well, $50,000 per month IS a lot of money if YOU were paying for it. But you’re not paying for it. Most likely a company with a massive budget is the buyer. So sell to their wallet, not your wallet. This means that just because it seems like a lot of money for you, doesn’t mean that it’s a lot of money for others. This is a psychological and philosophical shift you have to make to succeed in sales.
So there you have it — six time-tested mindsets, strategies, and sales principles that can transform your career or company. If you commit to mastering these, you will put yourself at a major advantage beginning the new year. And remember, while you’d be wise to adopt ALL of these, just be sure to tackle them one at a time, otherwise you risk becoming overwhelmed (you know, analysis paralysis).
In part 2 of the Twelve Days of Christmas Cold Calling Edition, I’m going to share six more nuggets of wisdom that you can’t afford to ignore. So be sure to bookmark this blog and look out for that article coming soon.
Until next time…