Oct '19 Selling.2.YES

October 2019

Joe Knows No Mo' '19 Sales

Goals are serious S*&t. I take goals very seriously. And because those of you reading this are probably working in some sort of a sales capacity, you take goals very seriously too. This October time of year presents the question: which goal are you working against…2019? …or 2020?

I have a friend named Joe…just so happens he’s a client too. Joe is a Big League B2B digital sales vet….a real proven entity. And trust me, Joe does great. Clients love him. Peers love him. Angry, rabid dogs love him. And yes, Joe takes his goals very seriously. Which is why we spent a lot of time last week talking about how to deal with two things that pop-up this time of year: the goals of his sales manager, and Joe’s goals.

In short, Joe’s manager is pushing him hard to keep selling against 2019, ya know, “run through the finish line” and all that stuff. Problem is, Joe says his list is tapped out. "There’s not another ounce of money there," Joe says about his accounts. I trust Joe is right about his patch, BUT….

I can empathize with the sales manager because we all know he’s getting hammered from above for more in ’19, and, he probably has a few more notches on the ladder to reach that can accelerate his yearly earnings. But Joe's manager is right thinking there is more out there fore 2019. When we spoke, Joe was flummoxed over the fact that the company is already up big this year, and still maintaining a maniacal focus on '19.

As a follower of this monthly column, and a smart business pro yourself, you know what I’m going to say…. both Joe and his manager have valid positions. This issue points to the need for Joe to up his communications game and manage his manager's expectations. Joe must communicate what he’s doing on his 2019 efforts during these waning days of the year not just to pacify his manager, but to truly squeeze every last drop. And also, Joe’s manager needs to help Joe activate his vision and efforts against 2020.

...making the rounds holding a tin cup asking if a client has any incremental budget ain’t gonna do it."

If I could get them both in the same room, here’s what I’d say to them:

Joe: “yes, it’s smart to get going on 2020…you know the company is going to put another big number on your head and there’s no such thing as having a big enough head start. But would it kill ya to work smartly to make sure you’ve sold all you can this year?? (Side note: I now look back fondly on my Mom saying “would it kill ya to finish the broccoli on your plate?”). In addition, Joe, it’s important you show your manager your effort!”

So, Joe, here’s your action plan:

Put 45-60 minutes on your calendar each day for final 2019 prospecting. Literally, block off the time on your google calendar for prospecting and doing whatever internal work needed to make a final ’19 push. At the end of the week you’ll have committed 4+ hours to finding more money. That’s not a ton of time and it certainly isn’t enough to distract you from 2020 efforts. If used correctly, your labor will be productive and who knows, maybe successful too. We really only have about four weeks left of this approach before the year truly is closed…so take it seriously and make your efforts meaningful;
Ask your manager about the strategic value adds he and the org can provide to help you sell – making the rounds holding a tin cup asking if a customer has any incremental budget ain’t gonna do it. (Joe claims his manager is trying to push elaborate packages that are just too complex to sell right now…and Joe’s right, now is not the time for packages with lots of bells/whistles);
Communicate with your manager regarding your approach: get buy-in from the head cheese that your 60 minutes a day, sustained for four-five weeks, is an appropriate amount of time to “sprint through the finish line”. If s/he doesn’t agree…talk it out. Crisp, clean communication between you and your manager is vitally important here.

Joe’s manager, here are my recommendations to you:

Push your solutions department to come up with ideas that are bigger than a toaster and smaller than a blimp….big packages to be activated in ’19 will not sell…that kind of money has long sailed. You need to give your sellers small, yet strategic offerings that are substantial enough to pull another $50k, or even $100k out of an account;
Coach your sellers: what’s their approach when they go out fishing for loose change? As a manager myself, I always knew my sellers needed help with how to engage in the “end-of-year flash sale” conversation, so I coached them. We trained against real-life scenarios that helped them be smart with their efforts;
Give Joe and the other sellers a few meaty 2020 packages and ideas now. (It is October, for pete's sake.) The easiest way to appreciate this approach is through two mock email exchanges between seller and buyer: (1) “hey, what up…was wondering if I can come see you or get on a scheduled call because I want to ask you for spare change hiding between the cushions that should go to me this year because I’m saving for a Tesla and I’m really close to hitting another big payout threshold and my manager tells me to do this...are you free? Huh, are ya, are ya?” Or, (2) “Hey, there’s a really intriguing and exclusive package that just got presented to the sales team for 2020 and I want to bring it to you right away because it hits exactly on the objectives you told me about three weeks ago…you free for 20 minutes Friday?”

Ya never know …the buyer just might find a few 2019 quarters and dimes in the cushions during that meeting!

As usual, I’m here to help, so reach out. But don’t call me this year, I’m not taking any more orders until 2020.

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October 2019

Joe Knows No Mo' '19 Sales

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