Last week we heard from Andy Paul about the Vicious Sales Cycle—bad sales practices that lead to poor results combined with an inability or unwillingness to change, which leads in turn to a never-ending, self-reinforcing cycle of unacceptable sales performance. A downer way to run your business, right?
This week, we turn to the more positive, aspirational, and achievable virtuous sales cycle. Change your sales around. Here’s how.
Good Sales Practices Beget Good Sales Results
“A virtuous sales cycle means best sales practices are consistently applied to produce above-average results. These, in turn, create a chain of positive results that feed off of each other to generate even better performance.
Therefore, the aim of every salesperson should be to convert their sales efforts into virtuous sales cycles rather than the all-too-typical vicious sales cycle in which unresponsive, time-wasting sales behaviors spiral downward into a never-ending series of poor performance. (We promised you a better way. Here it is!)
Virtuous Sales Cycle Behaviors (or, What to Do)
What are the sales behaviors to create and perpetuate a virtuous sales cycle?
- Sell with maximum impact in the least time. Selling with maximum impact in the least time means that every interaction with a customer must be pre-planned to achieve the maximum impact and provide the maximum value for the customer with the least investment of their time possible.
- Be absolutely responsive to the customer in zero-time. The timeframe for every sales action is immediate. Therefore, anything that you put off, any customer interaction that you defer until later, is less likely to ever occur. “Later” lives on the same street as “never.”
- Continually fine-tune your sales processes. Nothing stays the same. Products change. Customers change. Technology changes. How you sell your product, and the metrics used to measure the effectiveness of your processes, have to evolve to keep pace with these changes.
Virtuous Sales Mean More Sales
What happens when you consistently sell with maximum impact and enable your customers to make informed purchase decisions with a smaller investment of their time?
By virtue of selling more effectively you will naturally compress the customers’ buying cycle. Compressing their buying cycle will not only win you more orders, it will create more time for you to sell to additional prospects. (Reduce your prospects’ buying cycle by 5 percent and you will suddenly have 5 percent more sales time. This could be equal to an extra 13 selling days per year. How many more orders could you win with that extra time?)
If you sell to these additional prospects in the same effective manner, then this process of positive sales outcomes becomes self-propagating. Success begets success and you have kick-started your virtuous sales cycle.”
Feeling Virtuous? Comment Here
A virtuous sales cycle is good for everyone: you feel good, your clients feel good, the sales cycle is compressed, and the bottom line improves. It’s all good, and good for all. Are you engaged in a virtuous (or vicious) sales cycle—what’s the best part? If not, what’s holding you back? Habit, your organizational structure…?
Comment here and join the conversation.
Andy Paul, the CEO and founder of Zero-Time Selling®, is the leading expert on selling with speed. With more than 30 years in the sales business as a successful sales professional and sales vice president in companies ranging from raw startups to Fortune 1000, Andy is a frequently sought-after speaker, executive sales coach and sales process consultant. Andy is also the author of the award-winning book, Zero-Time Selling™: 10 Essential Steps to Accelerate Every Company’s Sales. Contact Andy Paul: firstname.lastname@example.org.