Sharpening What Saw?

Ever since I was a neophyte in sales, I’ve consistently heard the expression, "You have to continually sharpen the saw." I suppose that means one must periodically maintain the sharpness of their skills because working with a dull tool can take a lot more time and energy to accomplish the desired objective. Makes sense to me.

But, why is it that nobody every talks about the rest of the tools in your tool belt? It stands to reason that people who actually do use saws n their line of work would also use a host of other tools as well. And you don’t have to be a brain surgeon to assume that those other tools should also be in good working order to do the job was well. I remember reading a book one time where the author made a point of saying, "if your only tool is a hammer, then everything will look (to you) like a nail." He’s right, and if you’re in sales, that’s one of the best ways to squander lots of good opportunities.

I think you would agree that rarely are two sales conversations exactly the same. If that were the case, all you’d have to do is create a robotic script and ‘bam,’ you would presumably make the sale every time.

Instead, I’d like to know a little bit more about how and when I’m supposed to use this newly sharpened saw. Is it going to get me into new accounts? Is the sharpness of the saw going to help me understand customer’s needs, or convey more value? Is it going to differentiate my products and services from the competition? Maybe the saw can be used as a closing tool, in the sense that if you don’t buy from me, the saw will threaten to cut you the prospect to pieces. Seriously?

Here’s my question. What about all the other tools in your conversational tool belt? When does a tape measure come into play? You wouldn’t ever sharpen a tape measure, but people who use tape measuring devices in their respective vocations seem to use them a lot–usually before they start cutting with a sharpened saw. They also use a craftsman’s pencil to precisely mark where to aim before they just start hacking away.

Sometimes the job doesn’t call for a saw at all. Perhaps that’s when a screwdriver, or pair of pliers might come in handy. And a skilled craftsman would know whether he wanted to use needle nose pliers or a pair of vice grips. Of course, the craftsman’s tool belt would be filled with a variety of tools that might be needed not only get the job done, but to get it done right in the most expeditious and professional manner.

If we map this concept of "sharpening the saw" to sales, isn’t it true that without any warning, sales conversation can spin off in any number of different directions. Therefore, having multiple conversational tools at your disposal just might give you an ‘unfair’ advantage over the competition?

When you begin a sales call, for example, some customers immediately focus on much your product or service costs without even knowing what it does. Of course, this isn’t good for the salesperson because it’s always going to cost too much if it doesn’t address a recognized need. Thus, we need some initial conversation (and a “tool” that will help us navigate there) that will enable us to deal with the cost question in the appropriate context. So, how about this: Next time the first thing the customer asks is, “How much does it cost?”, you reach down into your conversational tool belt and pull out the following words:

Salesperson: “Mr. Customer, I’d be happy to tell you about all the different options we offer, the impact they will have on your business and the associated cost. Can I ask you a couple specifics in order to give you relevant information?”

Unless, the customer is in an unusually bad mood or they are just playing games, there’s a 99.9% chances they will say “Yes” to your comment. With their permission, you now have the opportunity to ask a series of what QBS would call Diagnostic Questions that will accomplish a host of objectives (including skyrocketing your credibility) in less than sixty seconds. That’s a pretty good investment I’d say, just by using the right conversational technique.

Another example happens as the sale nears the closing stage. Sellers are famous for bumbling to find the right words that essentially ask, “Are you going to buy from me or not?” The QBS salesperson simply pulls the appropriate closing question out of their conversational tool belt and delivers the question in a way that makes it easy for potential buyers to say yes. For example:

Salesperson: “Well, Mr. Customer, if this is what you need, and that’s what we do well, would it make sense to get the appropriate people together in front of a piece of paper so we can map out your options, the impact on your business, and the associated cost?”

Bingo! This is the least threatening way to find out where you really stand in the sale. And if you notice, you don’t have to use a saw or hit the customer over the head with a hammer to accomplish the desired outcome.

That’s essentially what the Question Based Selling Methodology is all about. Providing sellers with a host of strategies and techniques that can be used throughout the sales process to piques their curiosity, establish credibility, differentiate your value proposition, justify any differences in price, and secure the customer’s commitment to move forward in a way that is mutually beneficial.

The question we are now left with is, how many conversational tools do you currently have in your tool belt? I can promise you that everything is not a nail, so you’re going to need more than a hammer to be successful moving forward. And, while I do agree with the concept of keeping your tools sharp, just because you have an sharp saw, still means that it must be used appropriately and at the right time, or you could end up cutting yourself to pieces.

                                                                                                                         –Thomas A. Freese