Last time we discussed how no matter what you do, what business you're in, what you're involved in pursuing, or what relationship you're trying to build or impact, the old saying that "nothing happens until somebody sells something" is always true. Even if it's "selling" yourself on better health, more self-discipline, or a certain vacation, it still applies. There are 3 sets of foundational "R.A.T.I.O.S." that are simple to learn, easy to apply, and will significantly improve your sales "closing" success rate. The most successful salespeople effectively employ all three sets of RATIOS. I call them Attitude RATIOS, Ability RATIOS and Action RATIOS. The great news is that anyone can learn them, get better at them, and remove the fear of selling while increasing the successful results of their selling experiences. In this article we'll take a very simple and brief look at the second set - the Ability R.A.T.I.O.S.

The "R" in this ratio stands for Reframe. Top salespeople develop the skill of "reframing" their customer's concerns and questions in a way that is simple and promotes clean, clear communication and dialogue. This enables the customer's confidence that you really are listening AND understand to increase rapidly. Top salespeople also reframe "what" they do and "how" they do it to maintain a competitive winner's edge. A number of years ago I created a business distributing products for an energy management systems manufacturer who had other distributors in place throughout the country. Their "proven" model was direct cold call selling. While we enjoyed a notably high closing rate, the process was time consuming and laborious and there was a natural limitation on how many prospective customers we could see this way. Upon discussing their model with the manufacturer and being told repeatedly it was the ONLY way to sell these products, I became determined to reframe what we did and how we did it. One day I walked into the office and announced that from that moment forward, we now delivered the products in a completely different way - one that brought the customers to us instead of the other way around. I shared the vision of the new way we were going to "be" and how we were going to do that. Our sales skyrocketed, we reduced the average time with a customer required to close a sale by 800%, we worked less, more of my time was freed up, and the manufacturer was absolutely delighted. I didn't have the heart (or the desire) to let them know how we were doing it differently. :)

The "A" in this ratio stands for Anticipate - significant "good" things and "challenges." For example, if you anticipate your customer's needs, response and objections (but remember the attitude of "openess") you'll have a great advantage. If you anticipate the perceived weakness in your product or service, you'll be prepared to identify your strengths and reframe those in the mind of your customer. As an example, when I would compete against large national and regional CPA firms for large entrepreneurial clients, I successfully reframed the perception that we might be too small to the perception that we WOULD be able to provide a level of close personal attention and "hand-holding" the big firms couldn't, along with an ability to respond quickly to their needs. If you can anticipate your perceived competitors, you can be prepared to compare your superior strengths (but NEVER bad-mouth them).

The "T" in this ratio stands for the ability of Tellsmanship (v. salesmanship). Customers don't want to be "sold" anything - they want to "buy" solutions, and they want to feel some measure of control over the decision process. If you are desperately trying to sell them, they will go into "auto-resist" mode. If you are educating and telling them benefits/results/reasons, it gives them room - to "step back," think, ask questions and make application to their situation of the things you're telling them. This provides great clues for you as to their real needs and gives them space to remember you're trustworthy and genuine (from the "attitude" RATIOS).

The "I" in this ratio stands for the ability to be "In-flightful." Simply put, this is the ability to make course corrections and be flexible in the midst of your presentation, necessitating the development of superior listening and telling skills. You MUST KNOW your product or service inside -out so you can think outside the box looking at your customer's needs and help your customer do the same. This is a good time to share outside the box benefits and results that other customers have made of your product or service and invite your customers to identify similar applications they may make.

The "O" in this ratio stands for having an ability to "Overcome Objections." Understand they will come so you needn't get rattled by them. They provide clarification as to (1) concerns your customer has and (2) areas in which you haven't effectively communicated the benefits and applicability of your solution. They provide opportunities to reduce friction or "drag" in the sales closing process, so be grateful if you get them, knowing when you handle them with professionalism you are moving closer to a successful conclusion.

The "S" stands for the abiliy to "See" - things as they really are, not as you'd like them to be. Is this a good potential customer, relationship, fit, and use of your time? Do you really see how the customer is responding and what more is needed to complete the transaction? And as with all good uses of visualization, do you "see" your sales call meeting ahead of actually arriving, including your purpose and planned agenda?

It is important to remember that each of these abilities can be learned, practiced and continually improved. Just like professional athletes who are continually coached on and tirelessly practice the fundamental abilities of stance, grip, position, swing, shot, balance, follow-through, etc., top salespeople never stop working on these foundational skills because when they "own" them, they become tools of the trade that are always with them and always ready to serve the needs of the customer and the salesperson. Just like professional athletes, this gives top salespeople the winner's edge! Until next time, keep winning!

©Larry Gassin 2006