Dave Brock

“What are you talking about Dave?  Qualifying is the job of sales, why are you talking about customers qualifying opportunities?”  It’s absolutely correct, one of the most critical success factors in sales is qualification.  Sales people need to viciously disqualify opportunities that aren’t in their sweet spot.  It may be a real deal, but it’s not your deal–so don’t waste time on it.

But I think sales people need to go further–I think sales people need to hold the customer accountable for qualifying the opportunity—is it real for them?

If we’re doing our jobs as sales people, we’re identifying lots of opportunities to improve their business, to help them grow.  Customers may want to do a lot of things.  They may be interested in engaging us on to discuss solutions.  But wanting to do something is different than having the ability to do something.  Customers need to qualify themselves—sales people need to help them.  Do they really...

One of the things I love the most about sales people is the eternal optimism.  It really takes a tremendously positive outlook to be a great sales person.  After all, we face rejection every day.  We face challenges and obstacles in every situation.  Some are challenges come from changing customer expectations. We always face market and competitive challenges.  Sometimes we face challenges from within our own companies.

It requires tremendous resilience and optimism to succeed in selling.

But sometimes that optimism hurts us.  Sometimes it prevents us from looking at reality, from seeing things the way they really are, not how we want them to be.  This is, perhaps, the most dangerous challenge sales people face.  It’s one of our own creation.  And it’s funny, it sneaks up on us–it never smacks us in the face, it kind of creeps in.  All of a sudden we find ourselves mired in a very difficult situation, struggling to understand and work...

I’ve got a terrible confession to make.  I cheat.  I don’t want to play fair and square.  I don’t like to play on a level playing field.  I do everything I can to tilt deals to my favor.  I do everything I can to stack the deck.

I don’t think I’m alone in this. Our inclination as sales people is to do this.  We want our customers to prioritize the things that we do well and that our competitors do poorly.  Likewise, we want our customer to de-prioritize the things our competitors do well and we do poorly.  We do everything we can to shift the criteria and customer’s attitudes in our favor.

Unfortunately, in the new world of buying, it’s becoming more and more difficult to stack the deck.  Customers are determining their needs, requirements and priorities without us.  By the time they’ve developed a short list, their requirements are already locked in concrete.  The vendors on the shortlist—our competitors and us, are there because we...

Sales people are notoriously bad at writing things down and documenting things.  I talk to thousands a year.  When I start talking about documenting something–a deal plan, an account plan, territory, call plans, even a to-do list–all of a sudden you can see the resistance in their faces. 

They sit back, fold their arms.  Most say nothing, but a few courageous one’s will say, “Dave, you don’t get it.  I’m  too busy to do this.  I don’t have time to document these things–it’s too bureaucratic–I’ve got a plan, it’s in my head!”

I’m used to this.  I respond, “OK, I get it, let’s talk about your plan for this opportunity………”  It’s always the same, they start talking, they tell me about the deal, they tell me about what they’ve done.  I start asking questions, “Where are you in the sales process, how do you know you are aligned with the customer buying process, what are the risks to the customers in this project, what is your positioning vis...