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From a Good Sales Call to a GREAT Sales CallClose More by Gathering Candid Prospect Feedback

Richard M. SchroderNow available from McGraw-Hill

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Click to edit Master title styleQuestion for Audience

What percentage of the time do you

think salespeople get the complete and

accurate truth from prospects about

why they lost?

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Click to edit Master title styleWhy did I lose?

First question salespeople ask themselves when they

lose: Why did I lose?

Salespeople often ask prospects why they lost in a

new business situation

Prospects share the complete truth LESS THAN

HALF THE TIME

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Click to edit Master title styleSalesperson’s Stated Perceptions vs. Actual Reasons

Salesperson’s assessment is completely

wrong

Salesperson’s understanding

is complete and accurate

Salesperson has part

of the story but other part

is unknown

32% 40%

28%

In 60% of new business situations, salespeople do not have a complete and accurate understanding of why

they lost

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Click to edit Master title styleThe Final Overlooked Element of the Sales Process

1. Getting in the door

2. Establishing a connection

3. Conducting a needs analysis

4. Presenting

5. Answering questions / objections

6. Closing the sale

7. Conducting

a post-decision debrief

Conduct a post-decision

interview with the prospect

after each sales cycle has ended

(win or lose)

Sales training has failed to cover this important final element of the sales process.

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Click to edit Master title styleThe Final Overlooked Element of the Sales Process

If you don’t truly understand why you win and lose, how are you expected to improve your performance?

Only after you obtain accurate and candid feedback on your sales performance can you institute meaningful change

Post-decision debriefs allow you to mitigate your own unique sales process deficiencies

90% of salespeople believe they could improve upon how they debrief with prospects

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Click to edit Master title stylePrimary Reasons Prospects are Not Candid

Prospects do not want to hurt the salesperson’s feelings

Prospects fear confrontation

Reasons prospects

are not candid during

debriefs

Ways in which

salespeople inhibit feedback process

Overlap of Communication

Gaps

The real reasons for loss may make the prospect look bad

Earlier problems in the sales process can impact prospects’ candor

Prospects don’t spend a lot of time giving salespeople bad news

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Click to edit Master title stylePrimary Reasons Salespeople Inhibit the Feedback Process

Salespeople are not in an objective position

Salespeople are often unprepared when conducting a debrief

Salespeople usually do not know the right questions to ask

The true reasons for loss are difficult to obtain if the salesperson is not selling directly to the decision maker

Inherent issues with selling through intermediaries, channels or partners

Reasons prospects

are not candid during

debriefs

Ways in which

salespeople inhibit feedback process

Overlap of Communication

Gaps

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Click to edit Master title styleSalespeople Are Often Unprepared when Conducting a Debrief

The “break-up” call is worst time to gather feedback

Prospects want to get salesperson off the phone quickly, limiting feedback

Salespeople are not fully prepared with line of questioning

Only 19% of salespeople set up a separate call to perform post-decision debriefs with prospects

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Click to edit Master title styleSalespeople Do Not Know the Right Questions to Ask

Limited research and literature on subject

Sales training programs / seminars do not cover Win / Loss reviews

Sales managers often overlook this key aspect of the sales process

Only 18% of salespeople have been involved in a formal Win / Loss program

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Click to edit Master title styleSetting Up a Post-Decision Debrief Call

Getting in the door (i.e., cold calling,

networking and

referrals)

1. 2. 3. 4. 5. 6. 7.

Establishing a

connection/ rapport

Conducting a needs analysis

Presenting

Answering questions

and handling

objections

Closing the sale

Debriefing with

prospects

Ask for permission to conduct a post-decision

interview early in the process -- once you have begun presenting your

services Do not debrief when you first hear you lost the deal

Schedule a separate debrief call after you have accepted the loss and let the prospect know that you will not try to change their decision

Ask: “Do you have your calendar handy?”

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Click to edit Master title styleUse a Debrief Questionnaire

Salespeople who use a debrief questionnaire have a 15% HIGHER CLOSE RATE

Maximizes feedback / keeps conversation focused

Allows you to easily take organized notes

Questionnaire can be referred back to should you reengage with prospect in the future

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Click to edit Master title stylePost-Decision Debrief Questionnaire

Average interview can take 10-15 minutes (but can run as long as 40 minutes)

Great way to learn from your successes and failures

Consider having someone else conduct the interview for you (e.g., someone else from your company, outside cold-caller, etc.)

For a customizable Word version of a sample debrief guide, go to www.theanovagroup.com/debriefguide.htm

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Click to edit Master title styleHow to Act During a Debrief Call

Start the call in a positive manner that sets the tone for candor

Make sure that you really want to hear constructive feedback (the prospect will be able to tell if you don’t)

Take responsibility for everything that occurred during the sales process

Don’t get defensive or angry, don’t debate with the prospect and don’t try to resell the prospect

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Click to edit Master title styleProven Techniques to Gather the Most Valuable Info

Take notes to make prospect feel important and keep them talking

Probe for specifics. Ask, “How do you mean?” or “Say more”

Use silence to get the prospect talking

Understand that whatever the prospect talks about most was

important to them during the sales process

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Click to edit Master title styleBenefits of Post-Decision Interviews

Develop organic self-improvement training program

Take responsibility for the true, candid reasons why prospects buy and don’t buy from you / your company

Improve the effectiveness of your sales presentations

Determine key drivers for closing new business

Identify prospect perceptions of the strengths and weaknesses of your products and services

Uncover unmet prospect / customer needs

Gather competitive intelligence

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From a Good Sales Call to a GREAT Sales CallClose More by Gathering Candid Prospect Feedback

Richard M. SchroderNow available from McGraw-Hill