Many of us have been there before, and thus the need for this post.  A tough interim or mid-term review is sobering, and if you are in sales it is easy to have a couple of tough quarters.  The importance of this is apparent when it gets to writing.  Use this post, to prepare for this important upcoming event, or to respond to a difficult mid term that has already happened.

Are you currently on a performance program? Remember, you must be on top of your game, and working all of the time.  You might refer to BSJ 4/30/2011, Are You on A Sales Performance Program? Can You Beat it?

Remember, this is the mid-term, and there is some time left to get goals, but you must do something different, or the results will be the same. This post was from last July but applies now as much as any interm period.

Never give up!

____________________________

If you are with a fairly large organization, you have probably recently experienced an interim or mid-term review.  As trite as it sounds, you knew it was coming; yet it is one of the least enjoyable activities for a sales professional.  Having someone tell you where you stand in comparison to a goal that you had no choice but  agree to.

Historically, that is the nature of sales.  Review Black Sales Journal – 1/10 Preparing for the Performance Appraisal that discusses the performance appraisal process and the sales professional.  These points are applicable here, yet I am highlighting “what is after the interim appraisal” as a result of the urgency getting on track, meeting goals, and having a successful last 5 months.

You Must Do Something Differently!

This is not an issue if you had a great interim review as you are on track, although you need to remain there.  The problem comes when the interim or mid-term was problematic, exposing what even you have to agree are sub-par sales results and as a result low attainment.

When you are in that mode you have reasons to despair and frankly, I can tell you I have been there. It is a place that you don’t want to be as you are up against a clock (actually the calendar) and you know something has got to change, or you won’t be there down the road.

The real deal is that you might not be doing anything wrong, yet you might not be doing enough right.  Something new has to be tried, and now is the time to do it.  I will propose a few things that may help; yet you cannot stop the normal sales process while you execute them.

Those items are as follows:

• You must increase your prospecting effectiveness. It is a proper activity for even those who are having success.  Please to refer to Black Sales Journal 2/10, Prospecting Tips For Black Sales Professionals.  Making your prospecting activities most effective will include changing, yet it is still an activity that is basically short-term that will yield dividends.
• Reckon with the numbers game that prospecting represents. There is no doubt that there is a formula that successful prospecting continually requires.  See this in Black Sales Journal 2/28, How Many Prospects Do You Really Need? You must know your success formula, and make it happen.  The formula is different based on your own effectiveness.  I might be able to make my numbers with fewer prospects, based on my own approach and characteristics.
• Continue to work hard. There is no magic in this statement.  You can increase your effectiveness and recognize your prospecting formula and the numbers that make it work; yet you still can do more.  Here is where you put it into high gear.

Here are some activities that you can do that you might not be doing right now:

• Utilize networking as a prospect source
• Use seminars as a prospecting tool

Networking can be a very effective prospecting source.  It does take work and some planning, yet proper networking will change the prospect base you are exposed to as well as create face-to-face opportunities for prospecting intimacy.  I went deep in this topic in Black Sales Journal 2/21, Networking for the Black Sales Professional.  Using networking effectively is possible in the short term and can be done while the normal prospecting activities continue.

Seminars can be extremely effective.  Done correctly, this activity can be more effective that networking, yet require more preparation, and potentially some resources.  Black Sales Journal 3/24, Finding Prospects Though A Seminar gets deep into this activity that I am partial to.  Now to make this activity work, you do need to have a group that has some has some commonality in buying habits, product needs, industry type, or other characteristics just as the 3/24 post describes.  Once you pull a group together like this, and deliver a message a message with value, you will potentially have followers, prospects, and some customers that you may never have been exposed to.  It would help to be an expert, or regarded as one, yet not necessary.  If you are not an expert, you should engage one to speak to your group, and as is described in the post, keep meticulous records and do not let anyone in, or out, without their contact information, especially their email.

In Summary

These are tactical activities.  They do not replace normal prospecting but can supplement that activity.  You cannot make it in sales without prospecting and need to face that important issue if you have problems there.

Prospecting is the price of admission to being successful sales professional.  Prospecting Tips For Black Sales Professionals were designed specifically for up and coming Black sales professionals in recognition that if you are going to be in this profession, you will need them to smooth out the difficulties of sourcing prospects.

Be effective and prosper.

We welcome your comments.

If you have read Black Sales Journal before, you know of my obsession with the mechanics of the business relationship and how it affects the sales process and the fate of capable sales professionals.  Now, as important as that may sound, it is even more crucial in its impact to the Black sales professional.

Think about this graphic statement – “People will question all the good things they hear about you but believe all the bad without a second thought!”

__________________________

This statement speaks to the nature of all relationships, and especially business relationships. In business relationships, you are obviously under scrutiny.  You may eventually need references, certifications, and even credentials to get the customer’s confidence.  The prospective customers will go as far as to check references, interview you, and re-interview you regarding your ability to be a good vendor or sales professional.

If you have made the sale, you probably have done it by ‘jumping some hurdles’, and ‘passing the muster’ and all of this is to your credit.  After all of that ‘investigation’, your relationship is still fragile because of the premise above.

Credibility Is Indispensible

I talk extensively about the ultimate benefits of building credibility in BSJ 4/16/12 – Credibility – Can’t Buy It; You’ve Got to Earn It! But… it is fragile, and even more fragile when you are not the same color as the decision maker.

Note these tips to building credibility from that important post:

Sources of Credibility:

Appearance - Appearance is important.  Dress as a professional.  No one takes a clown seriously, and if you don’t dress properly, they won’t give more than a laugh either.  Always be presentable.  Remember, you represent your organization and yourself…there is no casual day.  Don your uniform, it will keep you in character, and set you apart from those that don’t know the drill.

Be Client Focused - Use every interaction, meetings and, to reinforce that you are client focused.  Know your clients needs and anticipate the ones they will need in the future, and exhibit it.  If you take care of your clients, they will take care of your company, and you!

Be Responsive – Do what you say you are going to do, by when you say you are going to do it.  Answer the phone, return phone calls, and be on time for appointments.

Communicate Often and Early – Don’t assume anything and deliver bad news as soon as possible.

Be Discreet – Never share customer information with other customers…never.  Once you do, in an effort to drop names or seem important, your customer will assume that you will share information about their operation with others as well.  Your quest will be over before it starts if you do that.

Exhibit integrity - Always tell the truth.  If you don’t know the answers, then admit it.  Always be the corporate citizen that you would like to work with.  No jokes about race, disability, ethnicity or otherwise.

Be an Expert - Always know your own product or service.  Know your customer’s industry

Be a Master of the Sales Process – Know how to probe, support, summarize, and close, and when to do it.  Moving the process along, without heavy pressure helps to create urgency without seeming like a “snake-oil salesman.”

Always Have References – It gives credibility when you can show who believes in you.  It shows preparedness to have references including phone, address, and titles ready to hand to a customer.  Make sure you have references

Have Proof Sources – It is wise to always have proof sources for the claims of your company’s product.  A buyer/customer will be impressed when you can provide names of customers, especially customers within your prospect’s industry.  Make sure you have permission from those who you will use.

Some Things You Can’t Change

The vexing problem of the statement above is that you cannot change human nature.  That human nature leads people to be doubters and even quickly turn to nonbelievers.  With this in mind, develop strong relationships as best you can.  Avoid any behavior that could rob you of your valuable credibility.  That means avoiding jokes, discussions about religion, references to politics, and obviously race.  Check out this post for some guidance as well:  Black Sales Journal 1/3/11 – The Three Unmentionables for the Black Sales Professional!

This job is hard enough without self-inflicted wounds.  Stick to the business of selling and making money.

Always remember, be the professional!