BY Jack Warkenthien
In the Fall of 1994, a new rule was introduced into the NFL that altered a strategy of the game: the two-point conversion, or PAT. Now, teams decide whether to take the “guaranteed” one point after a touchdown, or risk it for a “potential” two-point conversion. Or to paraphrase a familiar axiom, take “the one on the foot” versus “the two on the ground.” Another by-product of the rule change: there is now a heightened awareness of “Scoring from the Red Zone.”
Now for a definition:
The Red Zone is the area on the field between the twenty-yard line and the goal line, when the offense has possession of the ball. What happens in the Red Zone separates the winners from the losers at the end of the contest.
What does this have to do with “opening” more sales, you may wonder? In sales terms, your Red Zone strategy determines whether you get the sale or not. Every company needs one. In other words, do you have a plan that consistently allows you to score in short yardage situations?
Many sales reps move their product and company successfully to the 20-yard line, by creating a proposal, or responding to an RFP, or just qualifying their candidates. Your Red Zone strategy should focus on opening sales when you are really close to “scoring.” If your sales team is consistently moving the ball down the field and yet not scoring, you won’t generate much revenue or win any football games!
I am a big fan of the late, great Steven Covey and his best-selling book, “7 Habits of Highly Effective People.” My favorite habit: “Begin with the end in mind.” On a routine basis, picture yourself as just having opened a new relationship and work backwards. Assume the sale! Your strategy should prepare you to gain a new client on the very first sales call. Of course, it may rarely happen, but plan for it anyway. Consider this 5-part approach to prepare for the sales call:
- Envision the Outcome
Before you dial the phone or knock on the door, visualize the entire sales call, from start to finish. You’ll be amazed at how much more prepared you’ll be. You’ll eliminate many of the “I’ll have to get back to you” excuses and delays.
- Have Your Presentation Available
Even if it’s your third visit to the candidate’s office, you never know when a new decision-maker or influencer will be present. Assume you may have to start from scratch. Bring all the materials used earlier in the sales process.
- Justify Your Logic
All sales are made, based on emotion, and justified based on logic. Be prepared to justify your recommendation. Depending on the personalities of your audience, you may want to bring supporting financial justification or other tangible back-up “evidence.”
- Have “Opening” Documents Available
Even if it’s your first visit, you never know where your next one-call sale is lurking. There’s no down side to being over-prepared. Do you remember the time someone was ready to buy your solution and you had to say, “I’ll bring the agreement to you tomorrow, since I don’t have a copy with me.” I do. Once.
- Know Your Agreement
Before you ask a customer to sign on the dotted line, make sure you understand what your agreement says. If the pen is your “friend,” the sales agreement is your “best friend.” You wouldn’t introduce someone as your best friend without knowing them, would you?
The essence of Scoring from the Red Zone involves overcoming all obstacles the defense poses within yards of the end zone! The essence of opening new accounts involves overcoming all objections the candidate poses just prior to signing the order! Handling objections and staying in control presents the greatest challenge in professional selling. If you were not forced to deal with objections, you would merely be an “order taker.”
How to Sell More
Finally, the two other elements of your Red Zone strategy must be the following:
- Create an overwhelming “sense of urgency” to make a decision now
“Stand-out” from your competitors, by focusing on your Unique Value Proposition (U.V.P.)
To open more accounts, you must risk failure by asking early and often. With a well coached, fully prepared team and a game plan that considers all objections and alternatives, you will compress the sales process and make more sales quicker. I wish you all the best of luck on every play!
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Jack Warkenthien, CEO, NextStep Solutions. Email him at
[email protected] or call him at 832-344-6998
