The Contrarian Effect by Michael Port

Author:Michael Port
Language: eng
Format: epub
Publisher: Wiley
Published: 2010-05-10T16:00:00+00:00

Most sales greats and master sales professionals like Jill have let go of the rudimentary tools and techniques and moved on to the Contrarian Effect. Shouldn’t you?

Coffee Is for Closers

Much to his detriment, Jim is a sales professional who still insists on using closing tactics, believing he can use them without butchering a potential sale. While a few of his customers may consider questions such as “Shall I wrap that up for you?” or “What additional questions can I answer so that you are ready to purchase XYZ service?” helpful, Michael did not.

As a potential customer attempting to purchase a customer relationship management system (CRM) from the well-known, nationally recognized company that employed Jim, Michael certainly found them to be off-putting and aggressive. Especially considering that Jim knew the conditions that had to be in place before Michael would purchase his CRM system.

Jim, the first salesman who contacted Michael about purchasing the system, appeared to want to help. Jim was responsive in answering Michael’s questions and educating him about his product. While Michael felt that the system was one that could meet his needs, he needed to determine one thing before purchasing the CRM system. Michael stressed to Jim that Michael’s programmer had to ensure that he could build a software application to integrate all of Michael’s customer and client data between his online system and this new CRM system. Jim seemed to understand Michael’s specific needs, since he extended the trial period for the software a number of times so that the Michael’s programmer could access it in order to create the necessary software application to integrate Michael’s existing database with Jim’s CRM system.

Despite his seemingly helpful demeanor, it was clear that Jim was focused more on his commissions and his sales numbers than on Michael’s needs as a customer. Jim’s persistent calls and urgent e-mails reflected his focus on closing the sale on his own timetable and on furthering his own goals. In fact, he made no attempt to conceal the real motivation for his calls and e-mails. With each communication, he emphasized to Michael that it was the end of the month and he’d “really like to hit his numbers” and he’s “hoping to make something happen before the end of the week or perhaps even the end of the day.”

Again, he’s a really nice fellow, but Michael is not buying this system from him. And he’s certainly not buying it according to Jim’s timetable so that Jim can make his numbers.

Managers often set up processes that are meant to incentivize salespeople. What these processes do instead is put pressure on salespeople to in turn put pressure on potential customers. What are the consequences of such a reality? A seemingly innocent and harmless cold call, unsolicited e-mail, or an attempt to close the sale early can inflict long-term damage and unintended consequences, whether the salesperson is simply focused on herself over the customer or whether she is feeling the pressure from the company to close sales. Either way, the tactics usually shut down sales instead of opening them.

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