The idea that "if you build it, they will come," has come and gone. Your ISPs sales efforts are only as good as its homework—not its network. Learn how to make the most of a lean sales team.

by Brock Henderson Brock Henderson & Associates [July 8, 2002]

Many small ISP operators would like to have a salesperson on the team, but all too often it feels like you just can't afford one. Yet someone still needs to be out there selling—so who is it? Usually the owner or senior technical person gets pressed into service regardless of their interest or ability in sales.

Too many people think of selling as "arm twisting" and "conning," or "getting one over" on the customer. But that isn't professional selling. Selling is helping the customer reach their goals and meet their needs via your product or service.

You need to do your homework and understand, as best you can, each potential clients industry and competition. Once you have a grasp of that, you next need to:

• Determine what the customer wants and needs (by asking them).
• Demonstrate how your ISPs services help them reach these goals and meet their needs.

Every selling situation is different, but there are many common elements in all selling situations. Here's a quick primer of some important sales information—certainly not everything—but some points that I think are especially critical elements of successful selling strategies.

Persistence counts: Most sales are closed between the 7th and 9th attempt, yet most salespeople give up after 5 attempts. Persistence counts when it comes to selling, so if you are giving up after 5 attempts you are giving up too early. How many times have you tried and tried to close a sale and then just given up? In each one of those instances you might have gotten the sale had you just tried a couple more times. With some customers, you have to prove that you want their business. Part of the proof is your persistence.

Quality over quantity: It is often said that "Sales is a numbers game, the more prospects you call on the better your chances of making a sale." This is a myth, even thought it's widely held among professional salespeople. The reality of sales is a far different from a game.

The common thinking is that the more people you see the more likely it is you will make a sale. But as already discussed, it takes multiple attempts to close a sale. If it takes nine attempts to close a single sale, which is better?

(A) See nine different prospects.
(B) See qualified prospects, nine times.

Obviously the correct answer is (B) See qualified prospects, nine times. Focus your sales efforts on the best prospects and let the competition spend their time running hither, thither, and yon.

God gave you one mouth and two ears: So you could listen twice as much as you talk. This is especially true in a sales situation—ask questions, get the customer to talk so they can explain their needs, wants, and desires. While you should anticipate their needs and problems as much as possible, don't "assume" that you are correct—ask them. People like to talk about themselves, and when you get the customer talking about their business they feel better about you and your business, because you seem to care about what they have to say.

The first indication that the customer is interested: In buying from you is when they agree to an appointment with you. In today's busy business environment it is harder and harder to get an appointment, so when you get one—it means they are interested in what you have to say. Do you homework, and go well prepared.

Plan for the meeting: When making a sales call you should know the customer's business as well as you know your own. How else can you make effective sales recommendations? Learning about your prospect takes time and research, but it makes all the difference in the world when you are face-to-face with them. Understand their industry and the problems they are facing, know who their competitors are and what they are doing. All of this time spent researching and learning will allow you to give a more knowledgeable presentation, and ultimately make more sales.

Never discuss business over food: Oh, I know that business people often say, "let's do lunch." But there is hardly a worst time to try and make a formal presentation then over a meal. Yes, the atmosphere is more relaxed than in the office, but there are simply too many interruptions to make an effective presentation. You're sitting there and starting to talk and here comes the wait staff with your menu, then the they come back with your drinks, then the food comes, then the wait staff checks on you once or twice, refills the drinks, there's the noise of other conversations, the clatter of tables being bussed, and the final interruption when they bring the check. You cannot make an effective sales presentation with continual noise and interruptions. Wait until after the sales presentation and then take your prospect to lunch.

Ask for the business: Lots of business people wait for the salesperson to ask for the business—and sometimes they have a very long wait. The customer isn't going to hand you their business, you have to ask for it. You have to say "can we do this for you?" or "may I put you down for that?" Or say some other closing phrase that commits the buyer to doing business with you.

Always, always, always ask for the order … repeatedly. You will never get their business unless you ask for it. And remember, when they say "no," it just means you haven't made a presentation that demonstrated to them the advantages of doing business with your ISP business. Now go out there and ask for their business.

Selling is part art, part science, and a large amount of persistence and planning. It is difficult work that can be very rewarding and very frustrating at the same time, so it certainly isn't for everyone. If you are forced into the role of salesperson the thoughts presented here should give you some perspective and help you make more sales.

—End