The Biggest Sales Challenge No One is Talking About
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I routinely phone customers to hear what they are struggling with. It's conversations like these that help me determine what to use as a blog topic, a sales tip, a monthly column, or as content for the Sales Vault. Most of the answers are not surprising. For example:
- "No one returns my phone call."
- "I can't find the hybrid worker."
- "They are happy with their current vendor."
But there's one topic no one talks about but everyone is interested in. I’ll chat with 20 salespeople but not one of them mentions it as an issue for them. So imagine my surprise when I hold a live Zoom Vault workshop on the subject and attendance explodes.
The subject: Better Communication: What to Write, What to Say.
If this is such a big sales challenge, why isn’t anyone talking about it? Didn’t we all learn to read and write years ago? Wasn’t rhetoric a core requirement in college?
As it turns out, salespeople are struggling with both message and medium. They wonder what to say just as much as they choose between phone, text, LinkedIn, and email communication methods.
The advice from that workshop was wide-ranging and often contrary:
- "Don't bother leaving a voicemail for a Gen Z.”
- “No, leave one. It can’t hurt.”
- "Text a prospect at your own peril.”
- “Your earn the right to text if you’ve left a few messages.”
- "Put something in the mail but don't expect it to reach the recipient.”
- “Hand write something. It will make an impact.”
When it comes to communication, it's the wild west out there. No two customers seem to be the same. The spray-and-pray method is prevalent and there is zero consensus on what’s working…
…except for this…Diligence.
Whatever you are doing, whichever form of communication you choose, keep at it. Diligence is omnipotent. Your best bet at making contact has less to do with WHAT you do and more with HOW OFTEN you do it.
Sales Challenges solved at SalesVault.pro
- Selling through LinkedIn
- “I want to land a Big Fish”
- Where to find high-quality leads
- “I need help with voicemail”
- “I am a sales introvert”
- “I'm always discounting/I want to get my price.”
Bill Farquharson can be reached at 781-934-7036 or firstname.lastname@example.org
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at email@example.com or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.