Pending Business: Why Do Sellers Veer from Their Goals? | TALKERS magazine : TALKERS magazine – “The bible of talk media.”

Pending Business: Why Do Sellers Veer from Their Goals?

| July 20, 2020

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. — Let’s take a page from the dynamics of championship teams, their leaders, and coaches. Start with Tom Brady’s six Super Bowl Championships and go back to Bill Russell’s 11 NBA Championships. Was it the player, the team, or the coach? My theory is, all of them combined. The coaches who led their teams to new standards share a common bond. They excel at the art and science of coaching those who want to be coached. Sound too simple? No matter what the sport, winners LEARN how to win, champions LEARN to how to compete at the highest levels and someone is teaching, leading, and guiding.

The first time I met a Hall of Fame pro football coach, I asked a simple question, “How do you get an athlete who makes millions of dollars every game, to follow your playbook?”

The answer was so easy to understand you instantly get how the communication works. What does all this have to do with your day-to-day selling?

Let’s start with how the Hall of Fame coach answered my question.

“I tell them to just catch the ball. Just catch the ball, that’s your job.” Sounds simple, except when some equally well-trained superstar is doing everything in his power to make sure “catch the ball” never happens. The distraction is coming for you at Mach 4 speed and pinpoint accuracy and all you need to do is “catch the ball.” The brain is trained, the body responds, you catch the ball.

Here’s the takeaway for you when you’re selling:

1) You get paid to do one thing: close sales, that’s the reality.

The path, persistence, and process that gets you there is important, but the only action that gets you paid is a closed sale. Sounds simple, but when you hear the objections, new WFH distractions, zoom meetings, your focus fades and so does your goal of closing business.

2) Clear the time and space you need to stay laser focused on your goal of closing a sale. Manage each call to the conclusion you set prior to connecting.

Take your eye off the ball, get distracted and you hope for another try. Catch the ball and enjoy winning the reward you’ve earned.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL.  Lapcom is a media sales, marketing, and development consultancy.  Contact Steve Lapa via email at: 

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Category: Sales