No Apologies Prospecting

A reader writes, "About eight months ago, I hired a recent college grad for an open sales position. He accepts coaching, showing improvement in several key area - except his introduction. Right after he introduces himself he makes statements like, "I'll cut right to the chase" or "I won't take up too much of your time" or "I'll get right to it because I know your time is valuable."

When we talk about this during call debriefs he tells me he says this right up front because he doesn't want to sound "used car salesmanish" or "fake and insincere." I think he has strong potential. How do I get through to him on this?

The rep thinks saying these words puts prospects at ease, when it does the opposite. Not only that, it devalues the rep's own time relative to the prospect.

It takes time to make changes, so let's break the situation down into manageable pieces.

Check In

Whatever thoughts he had (positive or negative) coming into job, he's held the position for almost a year. Check in to see how he feels now. What did he think sales would be like? How does that differ from what he's actually experienced? Encourage candor. Don't cut him off or scoff at stereotypes. Let him talk.

If you need some insights, in chapter five of my book The Sales Leader's Problem Solver, I offer suggestions for having constructive conversations with reluctant sales reps.

Strengths

You mention his willingness to be coached and the progress he's made with other sales skills. List those skills and mention them during your conversation. Be specific. This conversation will remind him that if he improved his performance in those areas, he can adjust his introduction too.

Bring in Another Voice

Reps tune out even the most talented sales leader after a period of time. Like everyone else, they need a fresh perspective. The introduction being a critical part of the prospecting process, pick out a book on the topic, read it together and discuss it chapter by chapter. Try Jeb Blount's Fanatical Prospecting.

Have Him Observe Others

Ask this salesperson to listen to recordings and live calls of reps that have strong introductions. Encourage them to talk to this salesperson about how they crafted their introductions and dealt with any call reluctance they may have experienced initially.

Use Data

The better prospectors on your staff likely earn the most money. Show this rep their performance versus quota. Let him estimate the potential earnings gap and see for himself how much money he might be leaving on the table.

Try a Script

Your rep cannot continue to make statements like, "I'll cut right to the chase." While he doesn't see this yet, it actually turns prospects off. It's a nervous habit he's developed and he has to change it.

Together, come up with a script he feels comfortable with and insist he stick to it for a minimum of 30 days. Check in with him often to see how he's progressing. Be open to at least considering subtle changes he might want to make, but have him review them with you first.

Looking Forward

Few sales positions require no prospecting whatsoever. For most reps, it's not completely comfortable but more a reality of the profession. Companies need reps with that skill and those who perfect their technique stand to profit.

If this rep enjoys sales, work with him on introducing himself in a way that increases the chances of his having a good conversation with prospects.