A decade or so ago, Google clobbered Yahoo with its superior search algorithm, and it shows—in a nearly 7:1 usage rate. Netflix, Amazon, and countless other online leaders use algorithms to offer customers smart suggestions, encourage cross selling and upselling, and get right to the heart of their needs and wants.
Past behavior determines future behavior, and anyone who can leverage the events of history can win the battles of today.
We used to talk about knowing the formula for success; now we use another word ’cause it sounds more scientific.
So what are the algorithms for sales success?
More attunement = more business
Attunement lets us understand what others want because we’re able to get inside their heads and hearts, and understand what motivates them.
Attunement also allows us to show the other person that we have similar interests, concerns, and attitudes. They can see themselves reflected in our tone and tempo; our expressions and body posture. When this happens, people relax and feel comfortable.
They’re more open and receptive – less defensive, skeptical, and weary….
A producer who’s attuned to others will be better and faster at knowing when to fold and when to call. In many respects, poker’s a game of chance, but it’s also a game of insight, and the players who know when someone’s bluffing or not have a definite advantage.
Sales success depends on having good time management and prioritizing skills. You’re constantly deciding if you should spend more time on a wishy-washy prospect or go on to the next potential customer. The faster and more accurately you’re able to read others, the better those decisions.
More buoyancy = more motivation
In the old days we talked of motivation, but that’s only seeing part of the formula. Motivation pushes one ahead, but buoyancy helps you deal with the constant obstructions that wear motivation down.
Motivation requires continually reminding yourself about the shiny car, high self-esteem, professional recognition, and other rewards to be won by motoring ahead through the obstacle course to bring in more business.
Buoyancy helps redirect your efforts day after day, call after call, and prospect after prospect.
More clarity = more targeted sales data
Insight and understanding (again, another iteration of attunement)—it’s about knowing which data is meaningful, then interpreting the data so you have actual intelligence (not just factoids). Sure, software can help curate and make sense of the data, but you need clarity and good questioning skills up front to determine which data is most relevant and effectively gather it.
Whether you’re looking for online facts and details or getting to the heart of a prospect’s concerns at a face to face sales meeting, clarity is a measure of both your skill at getting the details right, and your ability to convey the right message to sales prospects. When your message is clear, people will know that you understand what they need and are the right person to deliver what they want.
(Thanks to Daniel Pink for postulating the new ABCs of sales.)