Preparation in selling is often overdone or overrated. Surprised? If
too much emphasis is put on preparation, salespeople focus more on what
they have planned instead of what actually happens in the meeting with a
buyer.
Today, I watched a sales veteran I work with conduct a masterful
sales meeting. Alex’s mastery had nothing to do with what he planned on
selling or what he planned on saying. He was prepared just enough to
understand his client, their company, and industry. What made the
meeting brilliant was his presence in the conversation; it was like a
spontaneous, beautiful dance that incorporated some choreography where
it fit into the conversation. The buyer was incredibly engaged and
showed visible signs of comfort and trust in this sales pro.
Alex, after the meeting, said, “I used to over-prepare, so of course I
felt obligated to do all that I was prepared to do. Today, I spend just
a bit of time reading and researching. The majority of my preparation
is centered on being present during the meeting. I make sure I’m well
rested, unrushed, and then I actually visualize myself, before the
meeting, being fully present to what the buyer has to say. During the
conversation, I employ those Integrative Questions you
taught me to create a meaningful conversation for both of us. Since I
started doing this, all of my meetings have gone well, even with buyers
who started out being standoffish.”
Sales Yogi’s know that presence is more important
than preparation, since their is no possible way to prepare for all of
the possibilities. So, rather than spending too much time practicing
what you’re going to say or even how you’re going to say it, practice
presence in role-plays and mock scenarios. Great conversations come from
presence and spontaneity, never from rigid choreography.
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