Jeff Thull is a successful sales trainer in the Twin Cities who works extensively with companies that have a complex sale. I just read this article – How to Prevent “Unpaid Consulting” – and found it full of tactical advice for salespeople. A few gems from the piece (emphasis mine):
Unpaid consulting starts when sales professionals cross the line between diagnosing the problem and explaining the solution. When they start designing solutions, they start acting as unpaid consultants. In past decades, this was not a monumental issue. Generally, there was limited competition in complex sales. If the salesperson figured out the problem and designed a unique and valuable solution for a customer, the sale was almost guaranteed and the salesperson was rewarded for his consulting effort.
We have seen this behavior firsthand, even in sales that were more transactional in nature.
A great tip for sales managers (emphasis mine):
Go For The No. A key to your sales team’s productivity and success is helping them understand that a thorough diagnosis allows them to quickly identify the 20-30% of their prospects who have the immediate reason and resources to make a change. The traditional salesperson wastes time arm-wrestling with a prospect that has no pain and hopes to win the sale by sheer tenacity. This has its roots in the theory that the good salesperson never takes no for an answer and the salesperson’s view that no equates to personal failure. Help them recognize that a qualified No can increase their productivity and success.
Most sales managers have difficulty with this concept. It is critical to successful managing. You have to be willing to walk away from marginal at best prospects to focus on the 20-30% who are a strong fit for your solution.
Many sales managers cannot implement this truth and end up with less efficient sales teams.