Leading sales trainer and author, Colleen Francis, recently had this to say about first impressions in sales:

Salespeople will generally have between 4 and 30 seconds to make a first impression on prospective clients that will compel them to want to engage

This is a sobering observation. Most companies have a limited number of prospects and can ill afford to be making a poor impression that ends up in a prospect taking their business to a competitor. So it behooves the sales manager to make sure reps are properly prepared to make successful calls and/or the right reps are on the sales team.

To your success!

Image courtesy of stockimages / FreeDigitalPhotos.net

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Eliot Burdett

CEO at Peak Sales Recruiting

Before Peak, Eliot spent more than 20 years building and leading companies, where he took the lead in recruiting and managing high performance sales teams. He co-founded Ventrada Systems (mobile applications) and GlobalX (e-commerce software). He was also Vice President of Sales for PointShot Wireless.

Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner.

He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.

Connect:

Latest posts by Eliot Burdett (see all)

• 20 Of Our Favorite Books About Sales Management and Sales Leadership – October 20, 2023
• How To Make Progress On Your Sales Goal Without A Sales Leader – September 15, 2021
• Augment Your Recruiting Strategy During “The Great Resignation” – July 26, 2021

It is no accident that many successful sales force’s are highly ethical. When

customers are treated the right way and their best interests are made a priority, they reward their suppliers with more business. Immoral and dishonest sales people don’t achieve long term success (and they certainly don’t sleep well at night), but getting your sales reps to be honest and behave ethically can be a challenge – the pressure to perform is high and short term success is often rewarded, and furthermore many sales people (and sales organizations, for that matter) see sales as a zero sum  game where winning must be achieved at all costs – even at the cost of the customer’s best interests.

What are some of the things you can do to ensure your reps are behaving ethically?

1. Make Ethics Part of Your Culture– Use sales meetings and presentations as an opportunity to highlight the role ethics play in success and the importance to your organization. Showcase examples and talk through common philosophical challenges – ie situations where in order to make a quota, a rep may be tempted to close a piece of business that is not entirely in a customer’s best interests. Take ethics seriously and discuss it often.

2. Reward the Ethical Behavior – Not only encourage your reps to be transparent with customers and treat them with the highest level of care and respect, but find ways to reward reps for doing so. Competitions, spot prizes and public recognition will go a long way to helping set the tone.  Also don’t be afraid to come down hard on offenders and those reps who repeatedly disregard the customers best interests.

3. Walk the Talk – Sales reps emulate the actions of those around them, so it is not enough to simply talk about the importance of ethics. As a sales leader, you have to lead by example in showing the highest level of integrity and professionalism. Talk up your customers and act in the exact way you want your reps to act.

If you create a culture of ethical sales, your customers will reward you.

To your success!

Image via winnond / FreeDigitalPhotos.net

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• About
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Connect:

Eliot Burdett

CEO at Peak Sales Recruiting

Before Peak, Eliot spent more than 20 years building and leading companies, where he took the lead in recruiting and managing high performance sales teams. He co-founded Ventrada Systems (mobile applications) and GlobalX (e-commerce software). He was also Vice President of Sales for PointShot Wireless.Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner.

He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.

Connect:

Latest posts by Eliot Burdett (see all)

• 20 Of Our Favorite Books About Sales Management and Sales Leadership – October 20, 2023
• How To Make Progress On Your Sales Goal Without A Sales Leader – September 15, 2021
• Augment Your Recruiting Strategy During “The Great Resignation” – July 26, 2021

In a perfect world, appearances don’t have an impact on business, but in the real world, unfortunately, looks seem to matter. Studies have shown that people considered to be attractive earn more money and generate higher sales results. The studies aren’t necessarily conclusive, but I know this from being in sales for many years: buyers do judge  – appearances matter in sales and in spite of any conscious efforts to be objective, this judging is happening at least some of the time if not most of the time.

So that brings us to the question of looks in sales. Do looks matter and how much?

In an interview with the Wall Street Journal, Daniel Hamermesh, an economics professor at the University of Texas in Austin, and author of the fascinating book, “Beauty Pays: Why Attractive People Are More Successful” says that attractive people are likely to earn an average of 3-4% more than a person with below-average looks and that an average-looking worker is likely to make 1-2% more over a lifetime than an ugly worker (his words, not mine). His research also indicates that attractive people sell more.

In the interview he also goes on to say that “While looks can be altered by clothing, cosmetics and other short-term investments, the effects of these improvements are minor. We are generally stuck with what nature has given us in the way of looks.” Not good news if you are judged to have less than great looks.

Other researchers have found similar results. Peter Reingen, a professor at Arizona State University, conducted a survey in the pharmaceutical industry and found that physical attractiveness was correlated with buyer impressions of like-ability, trustworthiness, communication abilities and a salesperson’s adeptness at selling.

So if looks matter in sales, should I hire someone who is not attractive?

Wow. This is a loaded question in every sense. I think only a hiring manager knows who they should hire, but I will say this about high end sales people. We see a lot of very successful sales people who are not what you would consider overly attractive. Part of this has to do with the fact that we are typically engaged to recruit top B2B and complex sales people, who are involved in sales that are higher dollar value (and made over longer periods of time where looks are less of a factor) and where decisions are more cost/benefit oriented and impacted by emotional factors. The studies mentioned above focussed more on sectors with short sales cycles and more face to face selling. There is also the fact that more selling is done over the phone these days than ever before, even for complex sales.

Target Training International, has administered psychometric tests to tens of thousands of sales people since the mid 19080’s in over 90 countries. The company’s founder,  Bill Bonstetter, has this to say about the impact of looks on performance:

As a result of our twenty years of research, development and distribution of assessment tools to measure performance, we have been telling organizations that it is what’s on the inside, not the outside that counts, especially in sales performance. What we are fighting is the myth that hiring people who look and sound good leads to good performance.

While there is no research that proves that looks have a significant impact on sales success in complex sales, there is little question of one thing – that the smartest sales people tend to be the most successful, so that’s where we put our money.

What about interviewing? What appearance-based biases exist there?

Many interviewers suffer from a bias called the Halo Effect, which refers to the act of favorably judging someone’s character, in spite of the facts, if they are attractive. For instance an interviewer might think a person is friendly, which leads to a false assumption that they are also smart and capable. We see this a lot in sales hiring. A charming, good looking interviewee might be considered successful and qualified even if they have not been successful (conversely an aggressive sales person may create a feeling of mistrust on the part of the interviewer even if the sales person is in fact very successful and capable). We know that without the right sales DNA, a sales person won’t be successful, no matter how they look, so every hiring manager needs to be aware of the negative impact of the Halo Effect on hiring results. An objective hiring process and screening strategy helps mitigate this issues (see the Top 3 Reasons to Have a Structured Hiring Process)

So what about my existing team?

As I pointed out, appearance of sales people may or may not be a factor in success depending on the role, but it definitely paves way to the formation of strong impressions – positive or otherwise. Any sales manager should care about the personal grooming habits of the reps on the salesforce for several reasons:

• Proper appearance gives the impression of professionalism and contributes to trustworthiness and respect
• Casual appearance indicates a casual approach to the prospect’s needs
• Proper grooming instills confidence in sales people
• Grooming can impact the attractiveness of a person and swing the odds for all the reasons we discussed above

Grooming falls into three categories:

• Cleanliness: Things like hair, teeth, nails, breath, and personal hygiene. Customers notice all of these.
• Wardrobe: Casual dress is becoming more and more popular, but in most cases it is safe to overdress. If you think your customer will be formally dressed, the rep should dress formally. If the customer will be dressed casual, then properly pressed formal wear usually won’t hurt the rep, however under dressing is likely to have a negative impact.
• Attitude: Above all, wear a positive and confident attitude on your sleeve. Wear a clean smile that elicits trust.

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Eliot Burdett

CEO at Peak Sales Recruiting

Before Peak, Eliot spent more than 20 years building and leading companies, where he took the lead in recruiting and managing high performance sales teams. He co-founded Ventrada Systems (mobile applications) and GlobalX (e-commerce software). He was also Vice President of Sales for PointShot Wireless.

Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner.

He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.

Connect:

Latest posts by Eliot Burdett (see all)

• 20 Of Our Favorite Books About Sales Management and Sales Leadership – October 20, 2023
• How To Make Progress On Your Sales Goal Without A Sales Leader – September 15, 2021
• Augment Your Recruiting Strategy During “The Great Resignation” – July 26, 2021

We hear this story a lot.

I recently hired a new sales person. During the interview process they seemed like a great hunter. They pursued me during the hiring process and actively closed me during our final interview. Now that the rep is on-board, it seems they won’t pick up the phone to save their life.

Few products sell themselves. Achieving targets takes concerted effort and in most cases, requires contacting prospects and making cold calls.

If you have a rep on your team, perhaps someone you just hired, who doesn’t seem to want to make cold calls, then you have a serious problem, but you are not alone. The book “The Psychology of Sales Call Reluctance“, written by psychologists Shannon Goodson and George Dudley, indicates the following research findings:

As many as 80% of all sales people who fail within their first year, do so because of insufficient prospecting activity.

Even experience does not immunize a sales rep from call reluctance.

….during their careers, approximately 40% (of veteran sales people) will experience one or more episodes of call reluctance serious enough to threaten their continuation in sales – despite years of experience, product knowledge, or current income level.

Our experience from recruiting for thousands of sales positions, Rep right up to Sales VP, indicates that the minority of people in the sales profession are comfortable with calling on new prospects and would rather handle inbound and warm leads where a need has been identified and the customer has invited a call with a salesperson. Unfortunately in most companies, sales growth comes from opening up new accounts, not growing existing ones.

There are many reasons why people avoid cold calling. Various studies show cultural and age correlate to call reluctance, however in our experience, DNA plays the largest factor. Some people are simply not engineered to put themselves to take risks and face the rejection that typically comes with cold calling.

If you hired a sales rep that appeared to have the right DNA for new business development, but won’t make cold calls, chances are you misdiagnosed the person’s DNA when you interviewed and selected them. Now you are faced with two choices. Cut bait and move on, or work with that person. You will know the right answer to this question, based on the the degree of call avoidance, but assuming your initial strategy is to work with the person, here are some of the methods that worked for me as a sales manager that you can employ to try and get your rep to make more outbound sales calls:

1. Get Trained – Fear of making cold calls can be mitigated if a rep achieves more success in making cold calls and one way to do this is to develop callings skills.
2. Don’t Take it Personally – Encourage your sales rep to not take the cold calls and rejection personally. A prospect is rejecting the company’s offering, not the sales person.
3. Get Into a Rhythm – The more calls a rep makes, the more comfortable they will be with the routine and by sheer law of averages, the more positive responses they will get, which in turn helps build confidence and reduces fear of cold calling.
4. Make it a Game – If you know that you are going to hear “no” 9 time for every “yes”, then turn it into a game whereby the rep tries to see how quickly he or she can get through the the negative responses to get to the Yes. Like the rule of not taking it personally, making turning it into a sport makes cold calling more abstract and less scary.
5. Get Better at Targeting – Often calling the right person can increase call success rates and reduce fear of cold calling. In a similar way, if a rep improves their ability to qualify a prospect, then they will spend less time with prospects who aren’t going to buy, and more time with those that will. This, of course, reduces the negative feeling associated with prospecting activities.
6. What is the Worst That Can Happen? If the rep asks themselves honestly, what is the worst that can happen as a result of the rejection on sales calls, they will see it is not that bad. They might fear they are going to be unsuccessful and lose their job, but a smart sales manager doesn’t terminate reps who are doing the work and utilizing their energy efficiently. A smart sales manager knows that if you work the plan, the plan will work and reps will be rewarded who commit to the work.
7. Develop an Expectation of Success – If the rep knows the ratio of rejects to closed sales, then they can view the cold calling activity as a pure math exercise and one which leads to success. This develops self confidence, reduces call reluctance and has a snowball effect on sales success.

In the end, the sales rep has to buy in and make these techniques work. If you have tried and your sales rep still won’t make the calls, contact us. We’d be happy to help you find a sales rep with the right sales DNA and no fear of cold calling.

To your success!

Photo Credit: Jon Pinder via Compfight cc

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• About
• Latest Posts

Connect:

Eliot Burdett

CEO at Peak Sales Recruiting

Before Peak, Eliot spent more than 20 years building and leading companies, where he took the lead in recruiting and managing high performance sales teams. He co-founded Ventrada Systems (mobile applications) and GlobalX (e-commerce software). He was also Vice President of Sales for PointShot Wireless.Eliot received his B. Comm. from Carleton University and has been honored as a Top 40 Under 40 Award winner.

He co-authored Sales Recruiting 2.0, How to Find Top Performing Sales People, Fast and provides regular insights on sales team management and hiring on the Peak Sales Recruiting Blog.

Connect:

Latest posts by Eliot Burdett (see all)

• 20 Of Our Favorite Books About Sales Management and Sales Leadership – October 20, 2023
• How To Make Progress On Your Sales Goal Without A Sales Leader – September 15, 2021
• Augment Your Recruiting Strategy During “The Great Resignation” – July 26, 2021